About The New Retail Concept
The new retail concept allows for an enhanced experience of Audemars Piguet and the Vallée de Joux. Created with the valley’s atmosphere and base materials in mind, customers are invited to discover the brand’s heritage, craftsmanship and watchmaking expertise.
The new retail concept hinges on three important attributes:
- Origins: Base materials, such as the use of stones and oak, bring a reminder of Audemars Piguet’s origins. The magnificent chandelier symbolises the clouds and fog which very often hovers above Vallée de Joux.
- Artistry: The watchmaker’s bench serves as a central working space for the technical advisor, as he shares insights into the world of fine watchmaking. Statement pieces around the boutique showcase the commitment and partnership with the Arts.
- Exclusive Relationships: A guiding element leading into the shop, the welcome bar warmly invites visitors into the boutique, while the extra-large screen draws clients into the world of Vallée de Joux.