Would you stay in the Hôtel des Horlogers by Audemars Piguet?
Novel hospitality concepts seem to be the next-level enterprise for watch manufactures, what with an aviation-styled bar and a richly-appointed luxe apartment launched in Geneva and Hong Kong as recently as 2017. And here's why it makes sense: Because positioning their brand with a lifestyle angle not makes for a more inclusive policy in today's social media age, it's also a natural off-shoot of the brand aesthetic that helps diffuse the hoity-toity image most folks picture when you namedrop a luxury watch house like, say, Audemars Piguet.
In fact, said maison is now cranking up the expectation meter as they set their sights on a full-scale hotel following their first Asia-based AP House, and it'll be one inspired by their origins and traditions. This is no mere pet project however, as the new Hôtel des Horlogers sees Audemars Piguet working with Danish architects BIG and Swiss architects CCHE, with the entire thing greenlighted by the authorities of the Canton of Vaud and Vallée de Joux. Located in Le Brassus where the manufacture makes its home, the hotel's first stone has been laid, which will pave the way for attracting a broader public to the region.
Aimed at catering to the needs of both international travellers as well as domestic tourists from neighbouring Swiss cantons, the Hôtel des Horlogers will promote the Vallée's natural surroundings alongside the local culture and habits by integrating these elements into the building's design. In a mix of history and modernity, the AP hotel experience will offer a view overlooking the Risoud forest from all 50 of its rooms, wining and dining at two restaurants and a lounge bar, plus a fitness and wellness area and three seminar rooms. There's no word yet on when it's slated to open but if you're keen on living it up in a hotel imagined by Audemars Piguet, we'd recommended planning ahead.