Audemars Piguet’s Ilaria Resta on the brand’s 150-Year legacy and how AP House in Singapore redefines the client experience

“AP House is a retreat, a place to connect,” Resta continues. “We have exhibitions of art and music, and many families come to join. It’s not a secret luxurious place you can’t touch. It’s a place to be lived.” The inviting atmosphere of the space embodies the evolving landscape of luxury, where exclusivity is balanced with accessibility, ensuring that visitors can interact with the brand in an authentic, engaging way.

Unlike other AP Houses around the world, AP House Singapore incorporates elements uniquely tied to the region. The influence of the city’s lush greenery and natural light is evident in the design, with large windows bringing in the tropical light, while the colonial architecture is paired with modern touches. 

“Singapore has something magical,” says Resta, referring to the way the light interacts with space. “We wanted to respect nature and incorporate it into the design while honouring the modernity of the city. We bring together the local spirit with the Swiss craftsmanship that defines the brand.”

This balance between the old and the new is key to the AP House experience. It is a place where visitors can appreciate the technical prowess behind the timepieces but also immerse themselves in the artistry, heritage, and stories that shape the brand’s identity.

AP House Singapore is also a testament to the growing trend of experiential luxury—a shift away from high-end retail's traditional, transactional nature towards something more engaging and personal. “We believe in building an intimate relationship with our clients,” Resta explains. “We created this space not just for clients who want to buy a watch, but for those curious about how a mechanical watch works and want to discover the craft behind it.”

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Resta emphasises that the informal, welcoming nature of AP House is vital for attracting new audiences, especially those unfamiliar with the world of horology. “We wanted to create a space where people can walk around, learn about complications, and enjoy the experience. It’s less intimidating than a traditional boutique, and that’s crucial for opening the doors to more people.”

But AP House isn’t just about discovery — it’s about celebration. “The purchase of a watch is a significant moment in someone’s life,” Resta shares. “We want to be part of those moments, whether it’s a birthday, a wedding, or the birth of a child.” The intimate, family-oriented environment of the AP House ensures that these milestones are marked with joy and shared experiences.

The growing demand for luxury timepieces among younger generations is reshaping the industry, but it is a challenge that Audemars Piguet embraces with open arms. “The younger generation wants to connect with something authentic, with a story that feels real,” says Resta. “For them, it’s not just about the product; it’s about the brand’s history and its future.”

Audemars Piguet’s strategy is to engage this demographic through immersive storytelling and hands-on experiences. Resta points to the brand’s 150th-anniversary exhibition as an example of how the company is bringing its history to life for younger audiences. “We didn’t just present archival photos; we created a physical journey that lets visitors walk through the brand’s history. It’s experiential storytelling, and it’s something that really resonates with younger people.”

Audemars Piguet is celebrating its 150th anniversary by spotlighting its rich heritage and forward-thinking spirit through a series of AP Chronicles articles and an immersive new experience. The articles trace the brand’s extraordinary journey, delving into untold family sagas, pivotal inventions, moments of brilliance, and the many crises, challenges, and triumphs that have shaped Audemars Piguet over the decades.

Complementing this retrospective is The House of Wonders, a virtual reality experience created with Dreamscape Immersive. This imaginative project invites participants into the marvellous complexity of crafting miniature mechanical objects, highlighting the many skilled individuals behind each creation. Launching at Dreamscape’s Geneva flagship store, the experience will travel to the Manufacture des Saignoles in Le Locle, AP House Milan, and later in adapted forms to Shanghai and Dubai—underscoring the Maison’s enduring legacy and dedication to innovation.

This focus on experiential luxury is key to Audemars Piguet’s future. As Resta observes, “They want to know how the watch works, not just what it looks like. It’s a desire to be involved in the craft, to try it themselves.”

As Audemars Piguet moves forward, the brand remains committed to balancing innovation with its rich heritage. “It’s easy to focus on the future, but what’s difficult is maintaining an eye on the past while innovating,” says Resta. “Every innovation we pursue must be relevant to our history. Otherwise, it becomes opportunistic.”

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Resta’s vision is clear: to keep the brand’s heritage at the core while remaining forward-thinking and relevant in the modern age. “We will continue to innovate, but it must always be true to what we stand for,” she explains. “That’s why we are committed to hand-finishing our watches, ensuring that every complication is perfected by hand. It’s about making wearable, ergonomic watches that push the boundaries without losing our identity.”

As Audemars Piguet celebrates its 150th anniversary, the brand is looking ahead, with plans to honour its rich history through a series of launches and celebrations throughout the year. “This is a year of sharing our story,” Resta says, reflecting on the significance of the anniversary. “We want to engage with our clients and friends in ways that go beyond the product—it’s about the narrative, the authenticity, and the experiences we create.”

Looking to the future, Resta’s aspirations for the brand are ambitious. “My biggest aspiration is for Audemars Piguet to continue pioneering time for the next 150 years and beyond,” she declares. “We will always be looking forward to it, but we will never forget where we came from.”

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