“To break the rules, you must first master them.”

Company History  
Since its inception in 1875, Audemars Piguet has tested the boundaries for what is possible in the watchmaking world and the luxury retail world. Founded by Jules Louis Audemars and Edward Auguste Piguet, the company began with a focus on watch movements and complications. Still owned by the founding families today, Audemars Piguet remains connected to its heritage and tradition but also inspired by the same innovative, pioneering spirit as well as exploration and distinction in its field. The brand has a clear vision in terms of its products, but also in its definition of being more than just a company as it cares about the unification of traditions over generations, the experience of the watch and its creation.


The Challenge
Develop a plan for reaching and attracting new clients through personalized and luxurious events and through selected strategic partnerships.


Concept Proposal
Students of the Luxury Education Foundation have proposed innovative retail concepts geared at expanding Audemar Piguet’s presence across the U.S. Among other ideas, students proposed the launch of city-specific collaborations with local museums, institutions and collectors groups offering unique and curated events to loyal clients. Audemars Piguet would work with the partner to curate temporary installations in key cities such as San Francisco, Austin, Atlanta, and Chicago. Aimed at targeting customers in under-penetrated cities, the proposed initiative would represent an innovative approach in the watch space.  

These novel and unique events will all be tied together through a mobile and sensory immersion experience which operates as a threshold from the outer world to the Audemars Piguet world. The concept incorporates all five senses in relation to the brand as a way to welcome visitors and also tell a story through more than just words. The progression of sight comes to life through an adjusted interior lighting; the sense of touch through the use of specific material unique to Audemars Piguet and their classic products; the sense of smell through an Audemars Piguet -specific scent, reminiscent of the Swiss valley; the sense of taste with Audemars Piguet -stamped, world-renowned Swiss chocolate; the sense of sound through the timepiece-inspired chainlinks interacting with the walls.

Audemars Piguet loyalists and neophytes alike can now enjoy the heritage, craftsmanship and luxury of the brand at their fingertips – and through all of their senses! The immersive exhibition creates new, exciting and memorable experiences for both the most loyal customer and the first-time visitor.


The Team
Ashvinder Matharu, Columbia Business School
Berge Ozgul, Parsons The New School for Design
Chandni Azeez, Parsons The New School for Design
Christina Lawrence, Columbia Business School
Drishti Gangwani, Parsons The New School for Design
Filippo Prini, Columbia Business School
Pratiti Jain, Parsons The New School for Design
Riccardo Ruini, Columbia Business School