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In September, Audemars Piguet re-opened its New York City flagship at 65 East 57th street after completing a three-month renovation. Gaining inspiration from the brand’s home village of Le Brassus, Switzerland, the 3,000-square- foot space feels completely transformed. With three new sales areas (including an after-sale service lounge and a VIP lounge), two custom chandeliers, and stone flooring imported from the Swiss mountains, the watchmaker is also showcasing something familiar for those who visited Audemars Piguet’s VIP lounge at Art Basel in June. Displayed on digital screens are images created by photographer and artist Dan Holdsworth, which embody the spirit and beauty of the Vallée de Joux, where the brand was founded.
“We are very excited to unveil our renovated 57th Street flagship, bringing the natural beauty of Le Brassus to New York City,” said Xavier Nolot, CEO of Audemars Piguet North America. “Through our new boutique environment, we hope to transport clients to the Vallée de Joux, the birthplace of Audemars Piguet, and the setting of innovative watch creation for over 141 years.”
Warm materials, bright lighting, and surprising touches of moss and rocks beneath display cases subtly refer to the watchmaker’s Swiss roots. The flagship also plays host to the brand’s collections and novelties of 2016, as well as limited-edition and historic timepieces. A rotating group of timepieces from the Audemars Piguet Museum will remain on display at the store, including historic watches that were made specifically for the New York market, like pocket watches, art deco pieces, and post-war wristwatches.