Fans and collectors of Audemars Piguet (AP) timepieces can once again turn to Dubai’s Mall of the Emirates, as the AP boutique has reopened for business. Closed several weeks prior, the flagship boutique has undergone a complete rework, and now boasts a new design concept in line with other AP locations around the world. The boutique is managed by AP’s long time UAE retail partner Ahmed Seddiqi & Sons.
AP CEO François-Henry Bennahmias, Nicolas Garzouzi, CEO of AP for Middle East, Ahmed Seddiqi & Sons’ Vice Chairman Abdulhamied Ahmed Seddiqi, and Senior Vice President of Sales and Retail Mohammed Abdulmagied Seddiqi opened the boutique yesterday, on November 22, in the presence of collectors and members of the press. AP brand ambassador Darren Clarke was also in attendance.
The new boutique occupies the same location as before, on level one of the mall near the main atrium, and is said to capture AP’s core values of origins, artistry and extraordinary relationships. The interior design was inspired by the brand’s home in Switzerland, and features plenty of natural materials, which is said to echo the idyllic landscapes of Le Brassus, thus immersing visitors in the Vallée de Joux, the birthplace of Audemars Piguet.
Compared with the older design, the new boutique offers more space for visitors, and thanks to the extensive use of wood, the boutique radiates warmth, and just feels like a nice place to be. In terms of space however, the Mall of the Emirates location is still smaller than the boutique located in The Dubai Mall.
Since the UAE is the largest market for Audemars Piguet in the Middle East, the boutique features a fairly wide selection of timepieces, ranging from time-only Royal Oak watches to high complication and high jewelry pieces. The recently refreshed ladies Millenary collection (read our story here) was also in stock, and as you’d expect, the boutique offers comfortable seating areas for visitors to discuss and experience timepieces they are interested in.
The Mall of the Emirates boutique is the first of AP’s UAE locations to feature the brand’s global design aesthetic but it will certainly not be the last. Ahmed Seddiqi & Sons and Audemars Piguet will next look at refitting their Dubai Mall boutique.
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To learn more about Ahmed Seddiqi & Sons, click here.