Audemars Piguet's new public exhibition in Milan showcases its pursuit of creative techniques and designs

The show titled 'Shaping Materials' runs until June 16.

Swiss haute horlogerie manufacture Audemars Piguet is holding a new public exhibition titled Shaping Materials until June 16 at Portrait Milano in Milan, Italy. This immersive experience celebrates the daring and innovative spirit that has propelled generations of Audemars Piguet watchmakers and craftspeople to continuously push the boundaries of design and craftsmanship.

Following the opening of the new AP House Milano in the former Garage Traversi building on Via Bagutta, the exhibition underscores Audemars Piguet’s deep connection with Milan — a city famed for its rich heritage, architecture, creativity and modernity.

Shaping Materials delves into the brand’s relentless pursuit of creative techniques and designs, beginning with the raw materials and their transformation into intricate watch components. While metals like gold and platinum are inherently precious, materials such as steel, titanium, carbon and ceramic achieve their value through the meticulous handiwork of skilled artisans.

The exhibition also showcases Audemars Piguet’s unique approach to design, drawing inspiration from diverse cultural, architectural and artistic movements. For over a century, it has reimagined watch cases in various sizes, materials and shapes — ranging from traditional round, square and rectangular forms to bold trapezoids and octagons. This creative freedom extends to dials, colours and gem-setting techniques, reflecting the pioneering spirit that defines the manufacture.



Spanning five rooms, the show features a curated selection of heritage and contemporary timepieces, including the latest creations and iconic miniaturised designs. Interactive and educational displays enhance the experience, offering visitors an engaging and informative journey through the world of Audemars Piguet.

“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. This exhibition also complements the opening of our new AP House Milano, located in the building of the former Garage Traversi on Via Bagutta, further strengthening the brand’s local ties with the city and the Italian market,” says CEO Ilaria Resta.

This article first appeared on June 10, 2024 in The Edge Malaysia.


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