Audemars Piguet, will open a directly owned and operated boutique on London’s Sloane Street in July as a joint venture between French luxury jeweller Arije and the watchmaker.
The showroom is a stone’s throw from Harrods, where AP is already represented in the Fine Watch Room, and comes ahead of the opening of London’s first AP House on Bond Street in the third quarter of this year, details of which are under wraps.
Sloane Street has become as much a magnet to monobrand boutiques as Bond Street in recent years. AP’s neighbours will include Chanel, Dolce & Gabanna, Boodles and Bulgari.
“We are very proud of our new boutique on Sloane Street. The location plays an important role for us. We are determined to strengthen our presence in the UK and offer our customers a second direct point of contact in addition to our boutique in Harrods, launched earlier this year. Our new boutique will be followed by the launch of our London AP House on New Bond Street, in Autumn,” explains Audemars Piguet’s chief executive officer, François-Henry Bennahmias.
Renderings of the boutique, shared with WatchPro ahead of its opening next month, show sharp, contemporary, angular styling — more in tune with the lines of the Royal Oak than the more recently launched curvaceous CODE 11.59.
An official date for the ribbon-cutting has not yet been revealed.