SIHH 2014: Experience the Audemars Piguet Pavilion. A Perfectly Executed Journey to the Vallée de Joux.


The Audemars Piguet pavilion at the SIHH 2014 was a perfect example of the new look and feel of their boutiques. Following their new brand identity strategy Audemars Piguet presented a pavilion following the modern, sleek and minimalist design now present in some of their newly opened boutiques like the one in Bal Harbour reviewed here.

The pavilion included the traditional sleek wooden flooring around some of the showcases, modern wooden walls, polygonal blocks —serving as the base for the wooden counter tops and the showcases—, rocks, several very senior watchmakers on duty, amazing displays for the novelties, a gorgeous Royal Oak Tourbillon Desk Clock on the watchmakers bench, fellow Chicagoan Octavio Garcia —Chief Artistic Officer for Audemars Piguet— was present for a few days and also the one and only original Offshore —an unmarked example— was on display. Exactly like the one that was on our wrist, we really didn't come prepared.


The modern and sleek design was accentuated by several Hans J. Wegner chairs, beautiful screens with images from the Vallée de Joux and of course some amazing chocolate truffles and the best champagne. Once again, Audemars Piguet knocks it out of the park with a pavilion filled with their brand essence, history and flawlessly portraying the values of the manufacture. Now enjoy the pictures and pretend you came along.

For more info on Audemars Piguet SIHH 2014 Novelties click here.