Watches → In-Person Activities by Audemars Piguet®

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Here’s the customer retention strategy used by Audemars Piguet®

Founders. When creating hobby-driven activities as a customer retention strategy, explore how the Swiss watch manufacturer creates engaging, in-person experiences centered on a shared hobby: watch enthusiasts. The outcome? Increased Customer Lifetime Value (CLV).

Here are some of the many activities Musée Atelier Masterclasses by Audemars Piguet offers its customers:

  • Shaping Materials – 150 Years: explore the materials and finishing techniques central to high watchmaking craftsmanship, with both theoretical insight and practical exercises.

  • Royal Oak Origins Masterclass: dive into the history and technique behind Audemars Piguet’s iconic Royal Oak, including workbench practice in decoration and case assembly.

  • Little Watchmakers (kids): an interactive introduction to watchmaking for children aged 8–12 paired with an adult, blending history with hands-on experience.

  • Small group formats limited to a handful of participants for intensive, expert-led learning.

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