Audemars Piguet's New AP House Elevates Milan's Watch Experience
Discover the Fusion of Tradition and Innovation in the Heart of Milan's Historic District
By Rave Staff
4 Mar 2024
Swiss Haute Horlogerie manufacturer Audemars Piguet has proudly unveiled its latest AP House on Via Bagutta, situated in one of Milan's most esteemed neighborhoods. This remarkable opening comes seven years after the inception of the AP House concept in this renowned hub of history, culture, design, fashion, and gastronomy. Nestled within the former Garage Traversi, a site meticulously renovated to recapture its original charm, the new space spans five floors, seamlessly blending heritage, technology, and contemporary design to redefine the brand's experiential retail approach.
An Original Concept Debuted in Milan
The AP House concept was born from a collaboration with some of Audemars Piguet's most esteemed clients, envisioning how the brand's founders, Jules Louis Audemars and Edward Auguste Piguet, would live in the modern era, sharing their passion for exquisite timepieces. The sophisticated space of the AP House prioritizes the comfort of home and human connections. Milan witnessed the inauguration of the first AP House in 2017 on Via Pietro Verri, strengthening the brand's foothold in Italy, a market pivotal to the watch industry, especially with iconic models like the Royal Oak and the Royal Oak Offshore. Now, seven years later, Audemars Piguet elevates this retail concept with a new space in the city's heart, promising bespoke experiences and an immersive journey into the world of Audemars Piguet.

An AP House Paying Tribute to Milan's Landmark and Culture
Located on the iconic Via Bagutta, just steps away from Piazza San Babila and the renowned Montenapoleone fashion street, the new AP House Milano resides in a neighborhood steeped in architectural and cultural significance. Via Bagutta, once a haven for artists and intellectuals, resonates with history, echoing the brand's commitment to cultural dialogue. Housed within the ex-Garage Traversi, a pioneering multi-storey car park designed by architect Giuseppe De Min, the AP House stands as a testament to Milan's heritage and modernity. After extensive renovation, this historic site now stands as a beacon of luxury shopping, perfectly aligning with Audemars Piguet's ethos.
"The new AP House Milano brings a fresh and forward-thinking perspective to the initial AP House concept that started in Milan in 2017. It is an honour to open our new location in such a prestigious and iconic setting as the Garage Traversi, a location which reflects Audemars Piguet’s commitment to preserving and highlighting the local savoir-faire, past and present." - Andrea Cardillo, Audemars Piguet Italy Country General Manager
An Interior Design Merging Tradition with State-of-the-Art Experience
Spanning over 1,600 square meters across five floors, the AP House offers watch enthusiasts an unparalleled journey through the brand's universe. Collaborating with Lissoni & Partners, a Milan and New York-based architecture and interior design studio renowned for its meticulous attention to detail, Audemars Piguet has crafted a space that harmoniously blends the Vallée de Joux's natural environment with Milan's design legacy. Each floor showcases the brand's aesthetic codes intertwined with Milanese influences, creating a seamless fusion of tradition and modernity.
The ground floor welcomes guests with a modernist pattern inspired by Audemars Piguet's iconic Petite Tapisserie guilloché motif. The exhibition space boasts a selection of contemporary and heritage timepieces, complemented by vintage furniture by renowned Milanese designers. A dedicated service floor allows visitors to witness the craftsmanship behind Audemars Piguet's timepieces, while a spiral staircase symbolizes the connection between tradition and innovation.
The rooftop offers a panoramic view of Milan's skyline, providing a serene backdrop for horological exploration.
"Audemars Piguet gave me the alphabet of the project, outlining its various facets to imagine a hybrid space that could be at once a home and a club, a place to read books and enjoy culture and food. A place to discover watches, but not always and not only. Above all, a place inspired by Milan and its history. It is with this narrative in mind that I began to design this project."Â - Piero Lissoni, Architect, Designer, and Founder of Lissoni & Partners
A Place of Encounter
Believing in the power of creativity to connect people, Audemars Piguet fosters dialogue between various creative fields. The AP House Milano serves as a platform for cultural exchange, featuring contemporary artworks from Francesca Minini Gallery and immersive experiences like The Clockwork Forest developed in collaboration with Dreamscape Immersive. Through personalized encounters and cutting-edge technology, the AP House Milano aims to deepen relationships with clients and watch enthusiasts, offering a gateway to the brand's heritage, expertise, and contemporary relevance.