Swiss watch manufacturer Audemars Piguet is strengthening its presence on the Mediterranean coast with the opening of a new boutique in the heart of Saint-Tropez.
Housed in a former 300 m² village house, the new Audemars Piguet store combines traditional craftsmanship with modern design. Open all year round, this new commercial space is spread over two floors, offering a refined yet welcoming atmosphere. Between the limestone walls, natural materials and local craftsmanship, the design incorporates a Provençal touch designed to interact with the DNA of the watch house.
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Designed as a meeting place rather than a simple point of sale, this new address invites lovers of fine watches to enjoy an immersive experience. A private garden accessible from the boutique extends the visit and offers visitors a moment of relaxation between purchases.
With this new location, the Swiss manufacturer continues its commercial expansion in top luxury destinations. “This opening in Saint-Tropez, an emblematic location on the French Riviera, is part of our desire to meet our customers in the heart of one of the most sought-after destinations in Europe. After Porto Cervo, Capri and Taormina, this new store strengthens our presence in the Mediterranean basin, offering our customers a unique and refined experience in a resort where they love to recharge their batteries,” explained Marco Cito, the brand’s European markets director.
With this new address in Saint-Tropez, Audemars Piguet continues to develop a retail network based on exclusivity and proximity. A strategy embodied by the concept of AP Houses, these private apartments located in major capitals, where brand enthusiasts are invited to experience an immersive experience in the world of manufacturing, far from the traditional codes of watch sales.
A strategy that paid off: in 2024, Audemars Piguet achieved an estimated turnover of 2.45 billion euros, with production deliberately limited to 51,000 watches.
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