Audemars Piguet is opening its first permanent address in Saint-Tropez. This opening is set to strengthen the Swiss watchmaker’s distribution network in the Mediterranean basin as it celebrates its 150th anniversary this year.
Following in the footsteps of Hermès, Louis Vuitton, Dior, Chanel Saint Laurent, and Loewe, Audemars Piguet, the watchmaker behind the Royal Oak, is one of the latest to join the very exclusive circle of luxury brands that have dropped anchor in the small village of Saint-Tropez in the Var region. This is a way for the company, founded in 1875 in the Vallée de Joux, to get closer to its customers all year round.
This new boutique, with its Provençal resort feel, offers an experience that combines the brand’s heritage with a modern and authentic design enhanced by the Côte d’Azur lifestyle.
Under the sun
Audemars Piguet’s new permanent store, located at 36 Boulevard Louis-Blanc in Saint-Tropez, was inaugurated last week with a host of celebrities, including singer Patrick Bruel and former Miss France and Miss Universe, now TV presenter and revue leader, Iris Mittenaere, who attended with her rugby player partner, Antoine Dupont. Antoine Dupont. Also in attendance were French actress Géraldine Nakache, actor Niels Schneider, French model and actress Cindy Bruna, and Balmain’s artistic director Olivier Rousteing.
They all gathered in what was once a 300-square-meter village house, now spread over two floors with sales areas showcasing the Maison’s watch collections, more intimate lounges, and a bar area in the spirit of the AP Houses.
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Featured photo: © Audemars Piguet
