Audemars Piguet is Opening an Ultra-Luxury Hotel
In the world of fine horology, Swiss craftsmanship reigns supreme. The European country has dominated the luxury watchmaking stakes for centuries, but now, one iconic maker is taking its talents into new territory. Audemars Piguet has revealed the details of a new venture that is set to deliver a seriously luxe destination inspired by the watchmaker’s stunning history.
Located in Audemars Piguet’s home-base Le Brassus, the new Hôtel des Horlogers is a fittingly breathtaking piece of design ingenuity. Following the June 2020 launch of the Musée Atelier Audemars Piguet in Vallée de Joux, the new hotel showcases the incredible efforts of Danish architecture firm Bjarke Ingels Group (BIG). Described as a “watchmakers hotel”, the destination features a Z-shaped structure that is seamlessly integrated into the stunning landscape, complete with sloping roofs that mirror the adjacent cross-country ski slopes.
According to Swiss architectural office CCHE, the 6,300 square-metre Audemars Piguet Hôtel des Horlogers will feature 45 rooms, along with eight junior suites and two suites for guests. Constructed from locally-sourced wood and stone, the unique property boasts the same dedication to material that the Royal Oak manufacturer has become renowned for. Aiming to blend both leisure and business travellers, the hotel also comes with conference rooms, lobby, three restaurants, bar, coffee lounge and wellness area.
Those attending the new hotel will also have direct access to the newly established Musée Atelier Audemars Piguet. The architecturally brilliant spiral structure takes guests on an immersive journey through the watchmaker’s unique history, providing unprecedented access to restored atelier turned workshops. Here, you can see watchmakers at work while also viewing more than 300 timepieces from the Audemars Piguet archives.
But the new Hôtel des Horlogers isn’t the only property Audemars Piguet is diving into. Just days ago, Swiss eco-luxury resort, Whitepod announced a deal with the watchmaker that sees a brand-new luxury suite set to spring up in Valais. According to the brand, The Timeless Suite by Audemars Piguet provides a multi-sensory experience that captures the Whitepod’s vision of luxury fused with sustainability.
While it’s not the announcement that Audemars Piguet fans had hoped for, namely that news of the Royal Oak 15202STs discontinuation was false, the new Hôtel des Horlogers is an exciting new step. Bold by design, AP has never been afraid to think outside the box, this just proves it. The new Audemars Piguet Hôtel des Horlogers will open alongside the neighbouring museum and company headquarters in March 2022.
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