Audemars Piguet opens new private AP House on Clifford Street
Audemars Piguet has opened a new AP House in London, unveiling a significantly expanded private, club‑style space on Clifford Street in Mayfair. Set inside a restored Grade II‑listed townhouse, the House blends 18th‑century architecture with contemporary design, offering lounges, a professional kitchen, a music room, a rooftop terrace and immersive watch displays, including a circular “watch cellar” inspired by whisky distilleries.
Although the space has the feel of an exclusive members’ club, AP House does not operate on a paid‑membership model. Instead, access is reserved for Audemars Piguet clients, collectors and invited guests — a community‑driven approach designed to create a relaxed, home‑like environment for those already connected to the brand. The ground floor remains open to the public, while the upper levels are dedicated to private appointments, events and cultural programming.
Inside, visitors can explore archival pieces, rare Royal Oaks, curated art installations and music collaborations, alongside hospitality‑led experiences such as tastings and intimate gatherings. The rooftop terrace offers a discreet vantage point over Mayfair, reinforcing the House’s role as a sanctuary for collectors rather than a traditional retail space.
For business travellers and high‑net‑worth visitors, the new AP House offers a refined alternative to the typical boutique experience, a place to unwind, explore the brand’s heritage and enjoy a quieter side of Mayfair in a setting designed for lingering rather than browsing.