How Audemars Piguet redefined Swiss watch exhibitions with House of Wonders Shanghai
The House of Wonders, a pop-up exhibition at the Shanghai Exhibition Centre, represents something of a coup for Asia. From May 24 to June 8, 2025, watch enthusiasts and curious newcomers alike could step into a transported slice of the Vallée de Joux, complete with the atmospheric chill of a Swiss winter and the intimate craftsmanship that has defined Audemars Piguet for a century and a half.
Too often, watchmaking exhibitions feel like exclusive clubs for the already initiated. The House of Wonders took a different approach, featuring several spaces that welcomed both seasoned collectors and those who struggle to tell a tourbillon from a chronograph—if they’ve even heard those words before.
The journey began in The Clock Room, where visitors found themselves under a giant watchmaker’s magnifying glass. From there, guests were transported to a re-creation of the Swiss Jura mountains, where Audemars Piguet’s story began—complete with atmospheric details that conveyed the cold that drove Swiss artisans indoors during long winter months, leading them to perfect their craft at kitchen tables and in small workshops.
The most interesting aspect was the carefully curated selection of timepieces spanning Audemars Piguet’s history. Many of these pieces had never left Switzerland before and some were prototypes that even seasoned collectors had never seen. Through various themed rooms called The Gallery of Time and The Vault of Design, the exhibition showcased everything from historical movements to contemporary innovations, alongside archival documents that traced the brand’s evolution from its 1875 founding to the present day.
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One of the rooms at the House of Wonders exhibition held by Audemars Piguet in Shanghai (Photo: courtesy of Audemars Piguet)
The Astronomical Observatory section of the show deserves a special mention for its theatrical impact: it provided an almost cinematic introduction to the watchmaker’s perpetual calendar complications.
The exhibition’s forward-looking perspective emerged through sections dedicated to ongoing research and development, showcasing the brand’s exploration of new materials and technological advances. Visitors could handle samples of experimental materials and learn how traditional craftsmanship evolves through technological innovation.
Audemars Piguet’s broader cultural connections were evident in dedicated spaces highlighting music and art collaborations with brand ambassadors like DJ Mark Ronson, reinforcing how contemporary luxury watchmaking extends far beyond the workshop and into diverse creative fields.
Choosing Shanghai as the debut location was strategically significant. Since entering the Chinese market and establishing its presence in Asia, Audemars Piguet has clearly identified this region as crucial to its future. The exhibition’s opening night, featuring performances by Chinese singers like Lexie Liu, David Tao and Jane Zhang, alongside international brand ambassadors, demonstrated Audemars Piguet’s commitment to cultural exchange rather than mere market expansion.
The House of Wonders will tour internationally throughout 2025; the Shanghai iteration established a high standard—proving that, when executed thoughtfully, brand exhibitions can become genuine cultural experiences.
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