Audemars Piguet moves into the virtual world to create The Clockwork Forest.


Audemars Piguet has often partnered with brands and personalities from the worlds of sport, music and entertainment and now the Swiss Haute Horlogerie masters are launching into the virtual world with a totally new experience.

Together with virtual reality content creators, Dreamscape Immersive, AP has created The Clockwork Forest, an immersive woodland where guests become the actors.

Although occupying a fantasy world, The Clockwork Forest is actually inspired by the Vallée de Joux, a valley in the Swiss Jura Mountains that also happens to be the birthplace of Audemars Piguet. Through this virtual grove, travellers equipped with VR headsets and motion sensors, are given the mission of restoring the course of time before the irreversible disruption of nature occurs.

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Guided by different characters, including a rabbit, the protagonists evolve in a fairy tale universe and take part in a chariot race pulled by giant ants – a very different direction for AP and a world away from its team of golf ambassadors and the partnership with the Montreux Jazz Festival.

Although The Clockwork Forest was inaugurated at the end of 2021, it was only available for customers and visitors to AP’s Manufacture des Saignoles in Le Locle site. However, for a limited time from the start of March to the end of April, the experience has moved to the newly refurbished Confederation Centre mall in Geneva, where it’s open to the general public (upon reservation).