Located in Le Brassus, the birthplace of Audemars Piguet, this 1,100 m² museum blends the historical with the contemporary through a spiral glass pavilion that blends seamlessly into its natural surroundings.
The innovative architecture of the building itself is a testament to the fusion of form and function. Its spiral design, made of structural glass, serves as a metaphor for the winding mechanism of a watch, a nod to the precision and craftsmanship that define Audemars Piguet. This unique form also allows for a continuous, flowing visitor journey, free of hard angles and sharp edges. Depending on the time of day and season, the pavilion interacts with natural light, creating dynamic plays of reflection and shadow that transform the visitor’s perception of the space. This ever-changing environment embodies the essence of time – ever-changing yet constant.
Inside, the exhibition design takes visitors on a narrative journey through the history of Audemars Piguet, from the origins of watchmaking in the Vallée de Joux to the brand’s most advanced timepieces. The scenography is both immersive and interactive, with each section of the exhibition designed to evoke a different chapter in the evolution of watchmaking. Visitors follow a path that mirrors the spring of a timepiece, experiencing moments of crescendo and contemplation. Mechanical installations, kinetic sculptures and artistic displays invite you to explore the technical mastery and artistic expression inherent in watchmaking.
One of the highlights of the exhibition is the ”Complications” room, which showcases some of Audemars Piguet’s most complex creations. The centrepiece is the ”Universelle” – the brand’s most complicated watch – surrounded by a display reminiscent of a solar system, with other complex timepieces orbiting around the centrepiece. This room not only illustrates the brand’s technical prowess, but also makes the complexities of watchmaking accessible to all. Hands-on activities, such as trying out old techniques on traditional workbenches, give visitors a direct insight into the skill and precision required to create these masterpieces.
The Musée Atelier Audemars Piguet brings the art of watchmaking to life in a way that is both accessible and deeply engaging, making time a tangible experience. It is not simply a display of watches, but a carefully crafted spatial narrative that allows visitors to immerse themselves in the philosophy of time, movement and precision that defines Audemars Piguet.
What sets this project apart is its ability to transform the concept of time into a physical, immersive environment. The use of innovative materials such as structural glass, combined with the thoughtful integration of the building into the landscape, ensures a design that is both architecturally striking and in harmony with nature. The exhibition design builds on these architectural strengths by weaving a coherent narrative that links the brand’s history with its vision for the future. Visitors don’t just learn about watchmaking; they experience its rhythms, complexity and beauty in a space that feels alive with the passage of time.
This project pushes the boundaries of exhibition design by merging the architectural, the experiential and the educational. It embodies the spirit of innovation by creating a space where storytelling is not limited to displays, but is embedded in the very structure and flow of the building. In this way, the Musée Atelier Audemars Piguet offers a revolutionary way of understanding time, history and craftsmanship, making it an outstanding example of exhibition design and a worthy contender for recognition in the Innovation Showcase.
Brand Realisation
The Musée Atelier Audemars Piguet represents a new benchmark in brand realisation, seamlessly translating the luxury watchmaker’s rich heritage into an immersive, physical experience. Located in the tranquil village of Le Brassus, the birthplace of Audemars Piguet, the museum’s innovative design serves as a tangible expression of the brand’s identity, combining its historical roots with its forward-looking approach. The architectural centrepiece – a spiral pavilion of structural glass – symbolises the intricate mechanisms of a timepiece, reflecting the precision and complexity inherent in Audemars Piguet’s craftsmanship.
The museum’s concept is based on creating a sensory journey through the evolution of Swiss watchmaking. The flow of the space echoes the spiral of a watch spring, guiding visitors through curated exhibits that celebrate the brand’s milestones and technological innovations. The integration of natural light and reflections allows the structure to change throughout the day and throughout the seasons, creating an ever-changing environment that embodies the concept of time – fluid yet constant. This dynamic interplay between architecture, landscape and time brings the brand’s history to life in a unique and engaging way.
Inside, the museum combines storytelling with interactive experiences, offering a deep dive into the craftsmanship behind Audemars Piguet’s creations. Mechanical installations, kinetic sculptures and hands-on activities allow visitors to experience the complexity of watchmaking at first hand. The ”Complications” room, which showcases the most complicated timepieces in the brand’s history, offers a striking visual metaphor – a solar system-like arrangement in which iconic watches orbit the centrepiece, the ”Universelle”.
The Musée Atelier Audemars Piguet takes the concept of a brand space beyond mere exhibition. It transforms the essence of the brand into an immersive narrative where every element, from the design of the building to the curated displays, reinforces the values of precision, innovation and timeless elegance. By creating a space that offers a multi-sensory engagement with the Audemars Piguet universe, the Musée Atelier Audemars Piguet ensures that each visitor experiences the brand’s identity in a profound and memorable way.
The museum is innovative in its use of architecture and design to create a brand experience as complex and enduring as the timepieces it celebrates. Its pioneering approach to blending history with contemporary storytelling, while using space to reflect the rhythm and flow of time, makes it a standout in the field of brand realisation. The Musée Atelier Audemars Piguet is not just a space that displays a brand, it is a space that embodies it, creating a lasting connection between the visitor and the Audemars Piguet heritage.