Daily Management Review

Audemars-Piguet, Between Modernity and Tradition


02/27/2021


The Audemars Piguet museum-workshop unveils its heritage collection in a new avant-garde building, boasting an image halfway between tradition and innovation, and a certain boldness.



by Virginie Chuimer-Layen

Audemars Piguet museum-workshop, Le Brassus, Switzerland. © Audemars Piguet
Audemars Piguet museum-workshop, Le Brassus, Switzerland. © Audemars Piguet
In the Vallée de Joux, the home of cutting-edge watchmaking for 250 years in the heart of the Swiss Jura mountains with their lakes, pastures, rocks and forests, a strange building reminiscent of a snail shell and a watch spring has risen up. After six years' work overseen by Danish architects Bjarke Ingels Group (BIG), Audemars Piguet's new museum-workshop has opened in Le Brassus. Read more...