Swiss watchmaker, Audemars Piguet, have opened a new ‘AP Lounge’ in Hong Kong. Aimed to replicate their headquarters in the Swiss village of Le Brassus in the Valleé de Joux, the new apartment like store in Hong Kong invites guests to enjoy refreshments and socialise. Now that most businesses have caught on to the Millennial preference of intimacy and personalisation in consumerism, the sleek lounge-setting conforms to a new way of selling luxe to their guests.
When Jules Louis Audemars and Edward Auguste Piguet founded the Maison in 1875, they had a vision that their clients would be able to share their passion for watchmaking among themselves. According to the company today, the AP Lounge adapts this idea into the 21st Century jet-set lifestyle, where granduous watch enthusiasts from all over can mingle together and share experiences.
“Visitors are welcome to relax, reflect, connect or disconnect, while experiencing the team’s impeccable service. The lounge will also play host to exclusive events where guests can discover the Manufacture’s creations, its savoir-faire and its place in today’s world,” Audemars Piguet announced.
The concept of ‘discovery’ is indeed something experiential stores tap into; in immersing oneself in the brand’s dream of lifestyle, the consumer discovers the potential of what the brand can offer. The contemporary apartment, with its polished taste and cosy atmosphere, is but a preview of what life someone can lead with an Audemars Piguet product.