The world of watches, and indeed luxury in general, is evermore moving towards the experiential—and leaning stylishly into the trend is Audemars Piguet, which has opened its new AP House in London. Situated on Clifford Street in the heart of Mayfair, the 18th century, Grade-II listed townhouse is an inviting 9,800 square-foot space set over four floors—an impressive upgrade from its predecessor: a single-floor space that was located on Bond Street.

“Having a larger space naturally enables us to deepen our experiential storytelling,” says Daniel Compton, country general manager of Audemars Piguet Northern Europe, who called the new AP House—three years in the making—“a very special moment.” The new space, which is open to the public, has a notable member’s club-like feel, with nods to British art, design and culture: it’s an ode, in fact, as much to its unique London address as it is the 150-year-old Swiss watchmaker from Le Brassus.

Each floor brings something different to the experience. Guests entering on the ground floor are greeted by an impressive staircase adorned with intricate Italianate paneling and molding—all which reflects the meticulous restoration to transform what had, for decades, been a corporate office space, back to its former Neo-classical grandeur. Thrown into the mix is a strong cool London contemporary theme, evoked through warm copper and burnished metal accents that recall the British capital’s Moindustrial heritage: think whisky and spirits distillers and the Victorian ironwork of the Underground and local power stations.

The ground floor retail space offers brand immersion and discovery: a display of archival pieces—from pocket and jewelry watches to rare Royal Oaks, of course—is presented alongside vintage advertisements and sketches. There are also nods to Audemars Piguet’s more recent history, like a cool Marshall jukebox packed with songs from AP collaborators—Mark Ronson, John Mayer, and Raye, among them—which parlays the strong music seam that runs though the new AP House.

The first floor is home to what’s known as the “watch cellar,” an imposing, 360-degree, floor-to-ceiling central watch display, crafted in burnished copper. On the second floor, a Steinway piano greets visitors upon arrival, along with a bar and a large dining table. A bijou music corner has also been set up, with an extensive array of songs performed at Montreux Jazz Festival and turntables at the ready. It’s an inviting and relaxing space, where one can imagine the hours just seeming to pass during late-night jam sessions.

Finally, the top floor houses a stunning 1,400-square-foot roof terrace—a rarity in Mayfair, and a factor which will further empower Compton and his team to deliver increasingly imaginative and personalized events for clients.

“We are really excited to welcome our guests in their new home-away-from-home, as we continue to develop and grow our community in the U.K.,” says Compton. “Watchmaking is at the heart of what we do, combined with top hospitality.”