This fall Audemars Piguet opened another one of their private apartments, designed to cater to clients in a space more akin to your home than a typical luxury watch boutique.

The “AP House” concept first debuted in Hong Kong last year, but even before this, retailers such as Material Good in SoHo (founded in 2015) – which carries Audemars Piguet, Richard Mille, vintage watches, and jewelry – have been operating around a similar concept where the retail space is both above street-level and looks more like a lounge or penthouse apartment than a traditional retail store.

This Audemars Piguet’s fifth AP House location is on New Bond Street in London, and like the Hong Kong, Munich, Milan, and Madrid apartments, features architecture and interior design that reflects the styling you find in their flagship street-level boutiques around the world.

The AP House London space is located in a historical building, overlooking New Bond Street, and features a professional kitchen, bar, a meeting room, and a living room with a Steinway Spirio – the world’s finest self-playing piano. With almost 1,400 square feet of entertaining space, in addition to being able to relax and look at watches day-to-day, the lounge will also be used to host to exclusive events where guests can discover and learn about the company’s creations.

“Our loyal guests will be able to use the many spaces in a relaxed and informal way, as well as invite friends for lunch, or organize a business meeting…and there’s no obligation to buy a watch. You can take a seat, relax and chill out if that’s where the mood takes you,” says François-Henry Bennahmias, Audemars Piguet’s Chief Executive Officer.