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Old 19 November 2019, 07:09 AM   #1
GS93108
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AP House London

I spent a very pleasant afternoon with my wife at AP House London today. I was a fan of the cosy client area at Brooks Mews, but AP have now stepped it up a significant notch with Bond Street.

As always, the team at AP are second to none, so if any of them are reading this, thanks very much.

BUT...there was one MAJOR detail missing from the new location...where has the perpetual calendar clock gone? Surely an AP House can't exist without knowing the time, day, date and moon phase? Maybe there's something more spectacular coming? I shall find out and report back.

p.s.

There's a nice write up about the new AP House in the latest issue of Revolution magazine.
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Old 19 November 2019, 07:12 AM   #2
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All accounts of the AP House seem to be very positive, looking forward to going next time I’m in London.


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Old 19 November 2019, 07:45 AM   #3
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Have they finally opened up on Bond St?! Will be there this weekend!
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Old 19 November 2019, 07:55 AM   #4
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Yes it's open and lovely too. That said, it's the potential for what they can do there rather than what's there itself. It's not a showroom, its more of a 'venue', I'm probably doing them a massive disservice in saying that. Regardless, the AP family that live there are great, so give them a call and drop by and say hi.
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Old 19 November 2019, 07:58 AM   #5
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AshAP, next time you're planning a trip give me a shout, any excuse for a shopping trip into town.
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Old 19 November 2019, 08:19 AM   #6
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AshAP, next time you're planning a trip give me a shout, any excuse for a shopping trip into town.


Great, I’m hoping to come to London in December so I’ll let you know.


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Old 19 November 2019, 09:52 AM   #7
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anyone going to the party on the 19th?
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Old 19 November 2019, 06:49 PM   #8
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I'm based in London but never heard of this "party". Could you please share some details?
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Old 19 November 2019, 07:35 PM   #9
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I know nothing of any party going on today, but they have been holding a number of parties/events/dinners over the past couple of weeks, primarily for Press/PR/In-House/etc, all the normal things that would be expected for a new flag ship location launch.
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Old 19 November 2019, 10:35 PM   #10
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Good to hear, been emailing them the last month but heard nothing from them, which is getting typical, far too cold to go in now so maybe in the Spring.
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Old 19 November 2019, 11:02 PM   #11
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How does on gain access to those AP houses. Other than having bought a watch from them? Does the customer get in contact or are those reserved only for their biggest customers?
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Old 19 November 2019, 11:31 PM   #12
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How does on gain access to those AP houses. Other than having bought a watch from them? Does the customer get in contact or are those reserved only for their biggest customers?


It’s an owners club as far as I’m aware.


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Old 20 November 2019, 04:52 AM   #13
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It’s an owners club as far as I’m aware.


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Help me out in what that means. I show my watch at the door and walk in ? From what I have read it seems you have to book, correct ?
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Old 20 November 2019, 05:04 AM   #14
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Help me out in what that means. I show my watch at the door and walk in ? From what I have read it seems you have to book, correct ?
Don't know for London one, but AP House Madrid is pretty open to visit whenever you want... you just need to send an e-mail and usually they will let you in anytime during working hours...
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Old 20 November 2019, 05:08 AM   #15
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Help me out in what that means. I show my watch at the door and walk in ? From what I have read it seems you have to book, correct ?
Whereas they have an entrance on Bond Street, it is buzzer entry and they are on the first floor, so it really isn't eye catching and designed to capture passing footfall. It's not a retail store in that respect and, I believe, as with all the boutiques, they would welcome anyone, as is their nature, but certainly would prefer an appointment to have been made in advance.
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Old 20 November 2019, 05:18 AM   #16
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Don't know for London one, but AP House Madrid is pretty open to visit whenever you want... you just need to send an e-mail and usually they will let you in anytime during working hours...
Thanks
PS - always meant to suggest a meet up in Sarajevo as I used to be there every few weeks but a few changes job wise means I will not be going there now.
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Old 20 November 2019, 05:19 AM   #17
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Whereas they have an entrance on Bond Street, it is buzzer entry and they are on the first floor, so it really isn't eye catching and designed to capture passing footfall. It's not a retail store in that respect and, I believe, as with all the boutiques, they would welcome anyone, as is their nature, but certainly would prefer an appointment to have been made in advance.
Ok thanks. Will try it next time I am back in town.
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Old 20 November 2019, 05:24 AM   #18
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Help me out in what that means. I show my watch at the door and walk in ? From what I have read it seems you have to book, correct ?


When AP described the ‘AP House’ concept you me 18 months ago I also said the same as you and they said basically yes. It’s broadly a place where AP owners can go and chill out and have a drink, the staff may show you a couple of watches for sale, and it also gives AP a great venue to invite clients for dinner. They have taken me and friends out for lunch before and it’s no expense spared so now they’ll be able to offer that to clients in house and in a more private setting. Pretty cool idea.


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Old 20 November 2019, 05:39 AM   #19
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AP houses Munich and Madrid you can just ring at enter. There are not many watches on display so you have to ask if you want to see something specific. Had a quite a good time in both and eventually bought watch in Munich one...


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Old 20 November 2019, 05:43 AM   #20
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When AP described the ‘AP House’ concept you me 18 months ago I also said the same as you and they said basically yes. It’s broadly a place where AP owners can go and chill out and have a drink, the staff may show you a couple of watches for sale, and it also gives AP a great venue to invite clients for dinner. They have taken me and friends out for lunch before and it’s no expense spared so now they’ll be able to offer that to clients in house and in a more private setting. Pretty cool idea.


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I think you're right, maybe not right now, as it's still not fully staffed and up to speed, but I think that's the goal. Indeed there's a great lounge and TV area, bar, huge dining table, snug/library area and so on. For sure I see in the future being able to drop in on a whim, just to say hi and grab a coffee etc.

From my perspective the whole golfing aspect to AP affords those of us that golf an opportunity to chill out and socialise with the AP family and see them in an informal mode. I think it's that 'family' mode that they are wanting to make available to all of their clients, not just those of us that golf and AP House's are the first step in that 'open arm' philosophy. Lovely to be a part of but not in an elitist way.
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Old 20 November 2019, 06:22 AM   #21
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Thanks
PS - always meant to suggest a meet up in Sarajevo as I used to be there every few weeks but a few changes job wise means I will not be going there now.
Feel free to send a message if you are in town again. Always nice to meet another watch enthusiast.
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Old 20 November 2019, 06:40 AM   #22
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AP House London

I must say I’ve always found AP very welcoming hosts - but unless it’s a confirmed open door policy calling ahead to let them know would be my recommendation. As with any other secure area it’s important to know who is expected to turn up at the door.

Look forward to visiting the new premise now I’m back in the UK
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Old 12 December 2019, 08:53 AM   #23
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Hmm, they even don’t bother to answer the email. My money will go to Lange.
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Old 12 December 2019, 09:00 AM   #24
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But was pleasantly surprised with harrods branch. But no stock and even estimates for RO, and lots of 11.59 in stock. They rather spend this R&D money to ramp up RO production. It’s hard to accept for them that AP is one model brand.
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Old 12 December 2019, 09:00 AM   #25
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Hmm, they even don’t bother to answer the email. My money will go to Lange.


Did you try calling? When you receive hundreds of emails a day it’s easy to not get round to replying to them all. Also, if you’re not already an AP owner but are looking to buy then AP House probably isn’t the best place to be contacting.


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Old 12 December 2019, 09:09 AM   #26
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But was pleasantly surprised with harrods branch. But no stock and even estimates for RO, and lots of 11.59 in stock. They rather spend this R&D money to ramp up RO production. It’s hard to accept for them that AP is one model brand.


I honestly don’t think AP have concerns about the success of the Royal Oak.

Do you think Patek are concerned about the success of the Nautilus?


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Old 12 December 2019, 09:14 AM   #27
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Hmm, they even don’t bother to answer the email. My money will go to Lange.
Always vote with your wallet…


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Did you try calling? When you receive hundreds of emails a day it’s easy to not get round to replying to them all. Also, if you’re not already an AP owner but are looking to buy then AP House probably isn’t the best place to be contacting.
Funny, you’d think a place that sells its own products would be only too happy to welcome newcomers to the brand.
If you’re receiving hundreds of e-mails daily, and your annual turnover is CHF 1 Billion, then you can easily afford to hire a slew of staff to ensure your communications is the best it can be.
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Old 12 December 2019, 09:27 AM   #28
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Yep vote with your wallet. Find a product that you really really want, send one email to the company, don't get a reply, don't bother trying again, so then give up and buy something else. That worked for me with Ferrari (no reply), Porsche (no reply), BMW (no reply) but thank god that Ford answers emails!

AP House's aren't retail stores per se, in fact they go to great lengths to not have product on display so as to not 'hard sell' to the clients.

However, AP Houses will indeed welcome anyone, existing clients and new alike, but by appointment.

A 'first timer' would definitely be better served going to a boutique in a conventional retail environment, on a drop in basis, as it is the 'shopping' manner that we are all accustomed to.
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Old 12 December 2019, 11:51 AM   #29
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This watch game in nowhere pleasant experience these days. What the reason to have “luxury” retail network when you can’t buy anything meaningful. I’ve managed to get SD43 and Rootbeer MSRP by pure accident. Hope that this will end some day and it will be possible go to AP boutique, house, mansion or whatever, give you hard earn money and buy 15202 blue dial. Or it will be not as desirable as now?
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Old 12 December 2019, 12:06 PM   #30
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Looking forward to visiting AP House next time I am in London. The one in HK is super friendly just walk in, no appointments necessary excellent champagne and whiskey on tap!

In fact picking up a very silly piece there tomorrow so will post pictures.
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