2025 marks the 150th anniversary of the Swiss luxury watchmaker Audemars Piguet. On 8 May, the Le Brassus-based house announced the launch of a travelling exhibition called “The House of Wonders” to commemorate the milestone. The first stop of the Audemars Piguet exhibition is Shanghai, and it will open between 24 May and 8 June.
Hosted at the Shanghai Exhibition Centre (上海展览中心), the major immersive exhibition from Audemars Piguet boasts 11 themed areas, including “The Clock Room”, “Gallery of Time”, Mechanical Secrets” etc. Many objects on display are important pieces from the brand’s museum, Musée Atelier. The exhibition is designed to be a “gateway” to the Swiss luxury brand, for “watch enthusiasts and newcomers alike”. According to Audemars Piguet, “the exhibition highlights the craftsmanship, heritage”, and its people since 1875, the year of its founding.
For the special event, the brand has also launched an exclusive WeChat mini program. Currently, you can book your slot for the free exhibition, as well as view the brand’s exhibition guide, in both English and Chinese. On 23 May, a day before the exhibition opens, a virtual version of the display will be unlocked on the mini program.
Audemars Piguet, called “爱彼” in Chinese and often referred to as AP, entered the Chinese market in 2013 with its first boutique in Beijing. In December 2021, the brand opened the first AP House in Mainland China at the Qiantan Taikoo Li in Shanghai. In an interview from last December, the brand CEO Ilaria Resta noted AP’s intention of further expanding in China and surrounding areas, including optimising its Hong Kong Showroom and opening more in Shanghai, Beijing and Taipei. Kicking off the anniversary exhibition tour in Shanghai is certainly a strategic move to raise the watchmaker’s profile.
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