Audemars Piguet sets up store in Saint-Tropez: a boutique designed as a living space
Swiss haute horlogerie house Audemars Piguet strengthens its presence on the Côte d’Azur with a new Tropezian address, combining discreet luxury with an immersive experience.
Saint-Tropez is no longer just a sun and yacht destination. It is now also a strategic destination for watchmakers, such asAudemars Piguet, which is opening an elegant new boutique, designed as a true place to live.
Located in the heart of the village, this 300 m² boutique, housed in an old Provencal house, blends traditional architecture with contemporary design. With its lime walls, natural materials and local craftsmanship, the space embodies the Swiss brand’s desire to engage in a dialogue with the Mediterranean spirit, while remaining true to its watchmaking DNA.
An immersion in the world of Audemars Piguet
More than just a sales outlet, the Saint-Tropez boutique is an immersive experience. Spread over two levels, the space invites discovery in a warm, upscale atmosphere. A private garden completes the space, offering a moment of calm away from the hustle and bustle of the tourist trade.
A far cry from the classic boutique concept, Audemars Piguet has opted for a close relationship with its customers, in keeping with the strategy it has developed around AP Houses. These private spaces, already present in major cities such as Paris and New York, allow watch enthusiasts to take a break from the brand’s world, without commercial pressure.
Targeted deployment in luxury resorts
This opening in Saint-Tropez is part of a broader strategy. Following in the footsteps of Porto Cervo, Capri and Taormina, the brand is consolidating its presence in Europe’s most popular summer destinations. Places of relaxation and prestige, in keeping with a deliberately limited production (only 51,000 watches in 2024), and a resolutely exclusive positioning.
For Parisian lovers of haute horlogerie, this new address offers a sunny extension to the AP universe, which can also be discovered via their AP House Paris.
Also read: Private beaches in Saint-Tropez: the hottest spots for summer 2025
