Audemars Piguet has opened the doors to a new "home away from home" transporting as much as it can, the authenticity of Le Brassus, where it is headquartered, to Hong Kong, one of its most important markets in the world. The destination is the company’s answer to the question: “What more can we do to elevate customers’ experience with Audemars Piguet?”

François-Henry Bennahmias, AP’s chief executive officer, explains that the space can be used to "invite friends for lunch, organize a business meeting … there’s no obligation to buy a watch. You can take a seat, relax and chill out, if that’s how the mood takes you".

The concept developed after the Audemars Piguet team imagined how brand founders Jules Louis Audemars and Edward Auguste Piguet would be dealing with their clients if they were living in the 21st century, travelling the world and sharing their passion for beautiful watches.

The result is a contemporary private apartment where guests enjoy simple pleasures.

"Visitors are welcome to relax, reflect, connect or disconnect, while experiencing the team’s impeccable service. The lounge will also play host to exclusive events where guests can discover the Manufacture’s creations, its savoir-faire and its place in today’s world," Audemars Piguet revealed.

Other cities which will have similar AP Lounges include Milan which has already opened, as well as New York, Madrid, London, and Munich.