Audemars Piguet watch mechanismAudemars Piguet watch mechanism details

Audemars Piguet —

Delivering digital luxury by simplifying the in-store customer experience.

The client

Founded in the Vallee de Joux in 1875, Audemars Piguet is one of the most luxurious and highly sought-after watchmakers in the world, and the only Swiss watchmaker that remains family owned.


As a traditional brand famed for its high-touch customer service, they needed help to embrace new technology and better connect the refined atmosphere of their boutiques to their digital interface.


Our goal was to align the user experience with the brand concept, which we achieved by refining and improving user flows on their in-store iPad app, and by giving it a new look and feel that was both modern and responsive.

We worked with them to bring the latest technology to the in-store experience, and support their staff to offer the best possible care and attention to customers.

Audemars Piguet website shown on tablet screens

Research and strategy.

For this project we partnered with SugarCRM as their external design team. They shared their insights on Audemars Piguet’s brand, culture and customer base, and ensured we had all we needed to bring our skills and expertise to the solution.

Other, more modern companies might have integrated RFID chips within the watches so as to link every watch with its owner.

But this would have gone against everything Audemars Piguet stood for and so we set out to come up with something that was both useful and in tune with their unique company culture.

The user interface was based on existing brand guidelines

Audemars Piguet colors
Audemars Piguet typeface
Audemars Piguet store
— Audemars Piguet store in New York
Audemars Piguet website shown on a tablet screen

how may I help you?

Service is everything at Audemars Piguet, with all customers greeted personally and served depending on their need.

Furthermore, we learned that many people visit the store for reasons other than buying – often coming in to service an existing watch, or simply to find out more information.

We knew the digital solution needed to make that personalised level of service even better and more seamless for everyone involved.

A user interface designed to simplify and align the sales experience with the Audemars Piguet brand.

Audemars Piguet website detail

Contrasting “power” sidebar for sales assistants to capture and review customer data.

Audemars Piguet watch on the website
— Watch box widget
Audemars Piguet website design details
— Last interaction widget
Audemars Piguet website purchase history detail
— History widget
— Customer 360 Version 01
Audemars Piguet website
— Customer 360 Version 02
Audemars Piguet website
— Customer 360 Version 03
Audemars Piguet website

The app displays product information such as watch details, service and maintenance reports.

Audemars Piguet website shown on a tablet screen

The result

Change happens slowly in large companies, especially ones like Audemars Piguet that are also family owned and steeped in craft, heritage and luxury. Our work, therefore, has yet to be fully rolled out.

That said, we’re proud of what we created and of our partnership with SugarCRM. We learned important lessons in integrating new processes into big brands, and solving specific problems at scale.

Our services


  • User research
  • Information architecture


  • User experience design
  • User interface design
  • Design system
  • Interaction design

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Let’s get to work.