Audemars Piguet unveils a secret world in virtual reality
What if you could enter the world of Audemars Piguet without leaving your living room? That’s the challenge of “The House of Wonders”, a virtual reality experience that redefines the codes of artisan transmission.
Immersion at the frontier of the real and the imaginary
To mark its 150th anniversary, Swiss watchmaker Audemars Piguet is offering an interactive VR experience developed with Dreamscape Immersive. An ambitious project, far from a simple promotional gadget: here, technology becomes a tool for memory, learning and emotion.
In this fantastic universe, visitors – in the form of avatars – follow an origami bird through the various stages of watchmaking. Every gesture and miniature mechanism is recreated with breathtaking precision. Participants can even influence the story and design their own watch creation. It’s a fun and innovative way to explore an exceptional skill, too often reserved for the elite.
Geneva, Milan, Shanghai… then your show
From April 2025, “The House of Wonders” will be at the Dreamscape center in Geneva, at theAP House in Milan, before moving on to Shanghai(May) and Dubai(November). But the real surprise? A public version of this adventure will soon be available from home, via a dedicated website.
A turning point for the luxury brand, which here flirts with the codes of gaming while celebrating the rigor of the artisanal gesture. This is not Audemars Piguet’s first time: back in 2023, the brand launched “The Clockwork Forest”, another immersive experience connected to the Vallée de Joux.
Why is it worth following?
Part heritage tribute, part technological innovation, “The House of Wonders” challenges the classic formats of luxury watchmaking. A must-see initiative for all those who believe that tradition and the future are not mutually exclusive.
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