Well timed: inside the new Audemars Piguet museum

Swiss watch brand celebrates past and present in architectural marvel

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Sébastian Vivas describes the feeling one has upon first seeing the Musée Atelier Audemars Piguet. An impressive but not imposing piece of spiralling architecture, the museum marries the brand’s original and historical Founder's House watchmaking workshop from 1875 – when Jules Louis Audemars and Edward Auguste Piguet formed their business - with a forward-thinking and welcoming space in the Swiss Jura Mountains, north of Geneva. “There is something special happening at that moment,” Vivas observes of visitors’ initial reactions upon arriving in the village of Le Brassus, in the Vallée de Joux, which is known for its horology heritage and beautiful landscapes. “From the outside, the building is very elegant and very well integrated. Most of the visitors come in advance and go around the building. They want to photograph it.”

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