Rumors about the opening of an Audemars Piguet Boutique in Dallas had been going on for a while after Eiseman Jewelers quit carrying the brand back in 2018. While many watch collectors thought that Dallas would never have an Audemars Piguet Boutique —as this is a major Rolex town—, to everyone’s surprise, the work for the boutique started last summer. Opened in partnership with Material Goods out of New York City, the new Audemars Piguet Boutique was set to open months ago but the Covid-19 pandemic drastically delayed the opening date. But, good things come to those that wait, and finally, we can welcome Audemars Piguet in Dallas as of today, June 24, 2020.

Located in the exclusive Highland Park Village shopping center, the new Audemars Piguet brings a breath of fresh air to watch collectors in Dallas, Texas.

Following the same theme and decor of all other boutiques inspired by the elements of the Vallée de Joux and Le Brassus in Switzerland, we were able to spot a few minor changes that have been rolled out to make the boutiques look even nicer.

Not only there’s a more prominent presence of the Code 11.59 watches as part of the decor, but also the wood veneer across the mobiliary and the displays shows a lighter color with a less yellowy hue to it. Additionally, the contrasting walls that used to be black are now dark brown, providing a nicer balance in terms of color palette and a less harsh contrast. Ultimately more welcoming and warmer.

The usual objects and knickknacks that are placed around the boutique maintain the same style, with the exception of a brand new display we have never seen before and that you can see below. This object features gears and an AP oscillating weight, all highly polished providing a nice touch of bling.

The displays also show a new design with a more coppery plating and prominent AP touches everywhere. The welcoming area or bar, maintains the same design with the big screen behind and the wood and stone elements that transport the visitor into the Le Brassus.

As far as the selection of watches, we were pleased to see a good number of Royal Oaks including the 41 mm reference 15500, 37 mm reference 15450, and the recently released new ladies Royal Oak Automatic in 34 mm reference 77350. As far as Millenary, Code 11.59 and Royal Oak Offshore goes, there was a very good selection including a Code 11.59 Supersonnerie which we absolutely love, several 42 mm and 44 mm Offshores and even a ‘Brick’ with the new black dial with gold registers.

Welcome home Audemars Piguet, couldn’t be happier to have a boutique in our backyard.

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