Audemars Piguet Opens New AP House On Clifford Street

Nestled within a four -storey Grade II -listed building in the heart of Mayfair – a neighbourhood celebrated for fine craftsmanship, art and bespoke tailoring – the new AP House offers a larger, more immersive environment complete with a rooftop terrace. Conceived as a place of exchange and discovery rather than a traditional retail setting, it blends the timeless sophistication of London’s private member’s clubs with Audemars Piguet’s forward-looking approach to hospitality, inviting clients and newcomers alike to step into the brand’s universe. 

Situated at 9 Clifford Street – a stone’s throw away from its previous single-level location on New Bond Street – the new and significantly larger AP House London spans 914 square meters across four floors, with a 133 square -metre rooftop terrace.
The interior design pays tribute to the quintessential British clubhouse aesthetic, reinterpreted with modern artistic touches. From a 360° watch display inspired by whisky distilleries to an eclectic interplay of vintage and contemporary pieces, every detail balances tradition with innovation. 

Upon arrival, a curated selection of historical timepieces, vintage advertisements and sketches welcome guests. On the first floor, the Manufacture’s timepieces are showcased in an impressive central display, complemented by intimate alcoves that evoke the warmth and sophistication of a private clubhouse. Art brings a touch of punk, with prints celebrating iconic British artists such as The Raincoats and Jerry Dammers. In line with the brand’s commitment to engaging with creative communities and fostering cross-disciplinary dialogue, the space is enriched by a selection of artworks curated by Audemars Piguet Contemporary, the Manufacture’s contemporary art programme.

The second floor is dedicated to hosting exclusive experiences – from live music sessions to whisky and gin tastings. An inviting bar echoes the energy of London’s nightlife, while a communal dining table fosters conviviality and connection. Music infuses the House at every level: from a Marshall jukebox on the ground floor to a dedicated music corner upstairs featuring a wide range of genres, including songs performed at Montreux Jazz Festival – with sound becoming a bridge between artistry, craftmanship and emotion.
 
Crowning the building, the rooftop terrace offers a tranquil escape in the heart of Mayfair where guests can relax amid greenery and skyline views.

 “The new AP House London represents Audemars Piguet’s celebration of heritage and innovation at all levels, perfectly balancing London’s energy with the serenity of Le Brassus. We are looking forward to welcoming and connecting with our guests in their new home away from home.” says Daniel Compton, Country General Manager of Audemars Piguet Northern Europe