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Audemars Piguet has never been a brand that does things quietly. So when the Le Brassus manufacture returned to the world stage at Watches and Wonders Geneva 2026, its first appearance at the fair since 2019, it welcomed everyone to learn about the craft of watchmaking.
Running from 8 April to 28 June at the Pont de la Machine, the AP Lab is the most public-facing expression of that ambition. Designed to immerse visitors in the art of watchmaking, it offers an accessible point of entry in the heart of Geneva, inviting both seasoned watch enthusiasts and curious newcomers to explore the intricacies of Haute Horlogerie. With no industry credentials or appointment needed. Just curiosity.
Through hands-on experiences, the Lab brings the Manufacture’s craft to life in a way that feels more playground than exhibition, themed games and tactile activities that decode the obsessive precision behind a Swiss mechanical movement without the intimidation of a showcase vitrine. It’s watchmaking demystified, and deliberately so.
The concept was first launched in Tokyo in 2023, combining education and entertainment in a format designed to make the intricate world of Haute Horlogerie feel less like a closed club and more like a living craft. Geneva is its latest chapter, and arguably its most significant, given the city’s symbolic weight in the watch world.
The AP Lab sits within a broader moment for the brand. AP’s return to Watches and Wonders marks the first time the so-called “holy trinity” of Swiss watchmaking — Patek Philippe, Vacheron Constantin, and Audemars Piguet — have been under the same roof alongside Rolex, a reunion that carries real industry significance. Inside Palexpo, the brand’s House of Wonders pays tribute to the historic établissage system, the collaborative network of specialised artisans that shaped watchmaking in the Vallée de Joux, while its new Atelier des Établisseurs reactivates that spirit for contemporary creation.
But the AP Lab is where the story extends beyond the fair. As the brand celebrates its 150th anniversary, it is more dedicated than ever to sharing its universe with people near and far, inspiring future watchmakers and new generations of watch lovers to dream. The Pont de la Machine, a historic Geneva landmark, becomes the stage for exactly that: a maison opening its doors not just to collectors, but to anyone willing to walk through them.
The AP Lab is open at Pont de la Machine, Geneva, through 28 June 2026.
