A LUXURY BOUTIQUE REIMAGINED: AP HOUSE AMSTERDAM
words by PATRICK BOYLE
If you’ve been paying attention, you’ll know that AUDEMARS PIGUET isn’t exactly in the business of doing things the traditional way. Of course, the bedrock of the brand never changes. Founded in 1875, the Swiss watch manufacturer is still family owned and still building watches in the Vallée de Joux. But if there’s one thing the last decade has taught us, it’s that Audemars Piguet is just as interested in what’s next as in what’s behind them. To remain at the peak of modern horology, the brand is connecting with the world’s contemporary creatives, innovators in art, music and design. This spirit of curiosity and creative collision is the inspiration behind the AP House Amsterdam.
Set in one of Europe’s most culturally progressive cities, this isn’t your traditional watch boutique. AP House Amsterdam is centred around conversations. Wandering into the space feels like entering someone’s very well-curated home — someone with a taste for art, plush furnishings and high-end watchmaking. Designed with input from some of the manufacturer’s most loyal clients, the brand wanted to create a space inspired by how the brand’s founders, JULES LOUIS AUDEMARS and EDWARD AUGUSTE PIGUET, would deal with their clients if they were living in the 21st century, travelling the world and sharing their passion for beautiful watches.
Set on Honthorststraat, the space is a luxury hangout with an open-door policy. Visitors are welcome to immerse themselves in the brand’s universe, have a drink at the bar and, of course, swoon over the manufacturer’s timepieces. But, where the AP House Amsterdam truly shines is in its events. Last year, Brazilian DJ and producer MOCHAKK dropped in during his European tour, turning the space into an intimate celebration of movement and sound. The performance brought together local creatives, collectors and music fans for a night of expression. Like horology, music is a manifestation of precision, rhythm and storytelling, and, that night, all three felt aligned. Conversations flowed about art, music and watchmaking. The distinctions between expert and enthusiast dissolved into shared passions. This is what the AP House Amsterdam is all about.
Art is another constant presence within the AP Houses. Audemars Piguet is a long-standing supporter of ART BASEL, and this passion carries over to their Amsterdam location. Each year, the brand collaborates with a local gallery participating in Art Basel, showcasing contemporary works that connect with the city’s spirit. For 2025, the manufacturer has extended its partnership with ELLEN DE BRUIJNE PROJECTS, a forward-thinking gallery known for its bold, conceptual approach. Set within the AP House Amsterdam, each selection of artworks by international artists explores a wide range of contemporary tendencies, practices and media.
This year marks 150 years of Audemars Piguet — a milestone that the manufacturer is celebrating under the banner “the beat goes on.” Naturally, the brand is rooting through the archives, honouring its rich heritage and commemorating its innovations in engineering and design. However, what feels most notable about the celebration is their focus on the next 150 years. Time, craftsmanship and culture are what put the brand at the pinnacle of watchmaking excellence, and these are elements that do not stand still — they push forward. The AP House Amsterdam is a testament to that evolution. It’s not a shrine to the past; it’s a stage for what’s next. For watches, music, art, cultural dialogue and, most of all, connection
