Audemars Piguet opens an exhibition in the heart of Milan

From June 3 to 16, a majestic golden pavilion will take center stage in the Piazza del Quadrilatero. In the heart of the fashion district, the historic Milanese square, which also houses a five-star hotel and several luxury boutiques and restaurants, will play host to the mirrored building installed by Audemars Piguet.

From 12:00 to 20:00, the public will be able to discover “the story of Audemars Piguet's ongoing quest for creative techniques and designs” in five different spaces, with free admission and a pre-booked ticket. “Shaping Materials” will present a selection of the brand's heritage pieces and contemporary models, including its latest creations, which have marked the history of the manufacturer. This is an opportunity to immerse yourself in the style and savoir-faire of the brand that will celebrate its 150th anniversary in 2025.

Visitors will enjoy a playful experience through entertaining and educational content and an instructive dive into the brand's history. They will have the opportunity to discover the various stages that shape the transformation of raw materials into watch components, such as gold, platinum, iron, titanium, carbon, and ceramics before they are finished by craftsmen.

The research and inspiration behind the choice of shapes for watch cases will also be highlighted. Audemars Piguet craftsmen have been designing timepieces with an avant-garde aesthetic for over a century. Their creations take a variety of forms, from the most classic (circle, square, rectangle) to the most eccentric geometries, such as the octagon and trapezoid.

“We are delighted to host the new brand exhibition Shaping Materials in Milan, sharing our savoir-faire and passion for Haute Horlogerie with watch lovers and novices alike. Its free-spirited exploration of materials and shapes, past and present, strongly resonates with the city of Milan – a centre of history, creativity and design.” said Ilaria Resta, Chief Executive Officer of Audemars Piguet, in a press release.

By choosing Italy's fashion capital for the second time this year, with the inauguration of the new five-storey AP House Milano in Via Bagutta last March, the Swiss watchmaker aims to strengthen its bonds with Milan, which has played a key role in the brand's development over the years. A city with which it shares “a strong commitment to heritage and innovation.”