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Audemars Piguet North America, the world’s oldest watch manufacturer still in the hands of its founding families, just opened an expanded U.S. flagship store at 65 East 57th Street across from its former location at 40 East 57th Street. Furthermore, for the first time, the New York flagship will present the ultimate selection of the brand’s sophisticated time pieces in one location.
The new 3,000 sq. ft. boutique is a combined design effort between Swiss firm Atelier Oi and the work of New York commercial interior design firm Spin Design, Inc. Taking cues from the AP boutique design book–international boutiques share many similar characteristics including wenge wood and custom millwork–the New York space enjoys its own unique and dramatic design elements.
According to President & CEO of Audemars Piguet, The Americas, Francois-Henry Bennahmias, “The goal was to create an environment that would echo the atelier of our founders, Jules Audemars and Edward Piguet, as if they were living today. The space also serves as an oasis from the bustle of 57th Street.”
The overall ambiance of the boutique is intimate, subtle and sophisticated. Walls in shades of cream, golden sand and taupe complement the dark brown wenge wood millwork and the wide plank oiled American black walnut flooring. Brushed stainless steel accents quietly echo the watches themselves–in fact, one will find a host of horological elements throughout the boutique. Upon entering the space, the whimsical façade with its double layer of two-tone laser cut stainless steel resembles a lacy fabric, but closer inspection reveals a collage of watch movements, inspired by the design made for the Tokyo Ginza AP Boutique by renowned architect Yasumichi Morita.
The boutique is highlighted by distinct designs created expressly for the new flagship. These new elements include free floating magnifying glasses that move from one display case to another so a client can view each watch in vivid detail. Another key element is the rectangular sales table that sits majestically in the center of the space. This custom 60” x 14” wenge wood and Bavarian brown leather table performs dual duty. As the central sales area, it houses large freestanding glass vitrines that showcase Audemars Piguet watches with simple yet impactful vignettes. This fixture also will serve as a dining table for private events through the creation of four removable sections surrounded by illuminated panels around the table base. Once transformed, the table can accommodate 16 to 20 guests comfortably.
Illuminated resin is one of the principle design elements at the new boutique and immediately visible in the store’s entrance vestibule, which is enlivened with backlit resin panels featuring enlarged watch movement graphics. An additional design detail found in the entrance can be found in the logoed door handles that resemble a watchband buckle.
While the boutique’s overall ambiance leans toward a masculine vibe–custom Fabian polished stainless steel and exposed halogen bulb chandeliers, custom produced couches and armchairs inspired by the sinuous designs of French Art Deco designer Jacques Emile Ruhlmann–Bennahmias conceived a separate women’s area called the “boudoir.” Here, cranberry silk padded walls, thick jewel-like beveled mirrors and undulating gloss wood counters 
create an elegant feminine environment. A novel series of nine display boxes are lit sequentially so that the light fades playfully in and out as a customer approaches. Another highlight is the eclectic golden chandelier entitled “Golden Safari” composed of multiple hanging gilt “charm bracelets” designed by British artist Eva Menz.
Many unexpected flourishes abound within the textured walls of the New York Audemars Piguet flagship. Spin created a host of custom designed pieces including a luxurious velvet upholstered daybed for the boudoir and a vintage-inspired tufted circular ottoman upholstered in the style of a vintage automobile. The ottoman has the added feature of a “pop up” lacquered wenge tray that “magically” rises from the center of the settee displaying the latest AP timepiece.
Additional highlights at the new boutique include two oversized Barovier & Toso blown glass chandeliers wrapped in gold organza for subtle diffused light, and an interactive watchmaker’s bench where clients can view in detail the master watchmaker repairing their watch projected on a LCD screen. Furthermore, the boutique’s front window boasts a special-ordered 12’ x12’, one and one-half inch thick piece of anti-effraction (bullet-proof) glass that is said to be the largest available in one contiguous sheet.
