Audemars Piguet has opened its first boutique in Saint Tropez. As the Swiss watchmaker celebrates its 150th anniversary, the boutique invites its guests to honour Audemars Piguet’s legacy originating in Le Brassus amidst the charm of the French Riviera. Concurrently, the new store becomes a strategically important milestone in strengthening Audemars Piguet’s regional footprint.
Following Monaco, Porto Cervo, Capri, and Taormina, the new boutique in Saint Tropez reinforces Audemars Piguet’s presence in the Mediterranean region, providing a tasteful and elevated experience in an atmosphere of calm and pleasure. Marco Cito, the brand’s European Markets Director, has highlighted how this launch reflects “our commitment to meeting our customers in the heart of Europe’s most sought-after locations,” in this case, all year round.
The store is situated at 36 Boulevard Louis-Blanc in a traditional Provençal villa with a sun-drenched, warm-ochre façade and an elegant interior design that incorporates natural materials. Spread over 300 square metres across two floors, sales areas are presenting Audemars Piguet’s watches from the signature Royal Oak and Royal Oak Concept, to the display-only colourful Royal Oak Offshore “End of Days” collection, to Code 11.59.
There are also more secluded lounge spaces, a bar area in the spirit of AP Houses, and a beautiful private garden. The opening of the boutique was curated by AP’s CEO Ilaria Resta, who described the new space as “bringing the spirit of Audemars Piguet closer to our customers, who can take a break, explore and reconnect.” As part of that objective to immerse its clientele in an atmosphere of exclusivity, leisure, and the Riviera sunshine, the Swiss watchmaker collaborated with the Saint-Tropez Tennis Club to create three new branded padel courts.
The opening of Audemars Piguet Boutique Saint Tropez coincides with the Maison’s 150th anniversary. The only member of The Holy Trinity of Haute Horlogerie that is not based in Geneva, Audemars Piguet places great importance on its heritage that hails from the mystical Vallée de Joux or “valley of the forest” where nature, time, and great craftsmen have come together like nowhere else to give birth to a savoir-faire that has been handed down from generation to generation.
By visiting the Audemars Piguet store in Saint Tropez, you will get a chance to step into the living history of a legend.
Article edited by Anastasia Fedosova
By mb@admin
