Audemars Piguet's World's First Edutainment Facility, 'AP LAB Tokyo'

AUDEMARS PIGUET | Audemars Piguet

A Hub for Communicating Audemars Piguet's World and Craftsmanship

Audemars Piguet opened its world's first edutainment facility, 'AP LAB Tokyo,' on Saturday, July 15, 2023, in Harajuku, Tokyo.

Text by Kosaku Waseda (OPENERS)

Learn and Experience the Essence of Mechanical Watchmaking

At the edutainment facility 'AP LAB Tokyo,' visitors can enjoy learning and experiencing the allure of Audemars Piguet and the essential elements for watchmakers through various games and content. Edutainment is a portmanteau of Education and Entertainment.

Audemars Piguet's World's First Edutainment Facility, 'AP LAB Tokyo' | AUDEMARS PIGUET

The exterior of 'AP LAB Tokyo' features a distinctive look, adopting a bronze-colored mesh design similar to that surrounding the glass pavilion at the 'Musée Atelier Audemars Piguet' in Le Brassus, Switzerland, the brand's headquarters.

The interior is divided into two floors. On the main floor (1F), visitors deepen their knowledge of mechanical watches and learn about the brand's history and key features of craftsmanship through five games themed around 'Time,' 'Materials,' 'Mechanisms,' 'Sound,' and 'Astronomy.' Only those who clear all five games can proceed to the next floor (Masterclass).

On this floor, you can experience being a watchmaker by trying your hand at various techniques used in high-end watchmaking, including sophisticated decorative techniques of haute horlogerie such as satin finishing, polishing, and perlage. Even if you don't clear the five games, you can retry them as many times as you like at a later date, which is a welcome feature.

Furthermore, the interior features works by Yuta Okamura, a Japanese illustrator active in advertising and online, serving a navigational role.

Frédéric Reis, CEO of Audemars Piguet Japan, commented, 'We are providing a space where you can learn about the brand's history and high-end watchmaking in an enjoyable way. We welcome people of all ages, especially the younger generation, so please feel free to visit.'