Older people can testify to this. While Le Brassus was a charming town, its hotel business alone wasn’t enough to justify a trip there. The aptly named Hôtel des Horlogers (translation: Hotel of the Watchmakers) had served its purpose. For Audemars Piguet, the owner, and in view of the company’s last good years of growth, the opportunity was too good. By entrusting the Danish architectural firm BIG (Bijarke Ingel Group), who are behind around fifty other major buildings, with a total overhaul of the Audemars Piguet experience, François-Henri Benhammias, the CEO, has laid the foundation for a brilliant future: a hotel (50 rooms), museum, factory, … Note: a circular, semi-buried “founders’ house” symbolizing the communion between watchmakers and their environment, as well as a ski slope adjoining the hotela llowing guests to leave their rooms with their skis on. This is the first time that a factory will offer such a diverse ecosystem. Facing the abundant Risoux forest, the complex should cast a beautiful light on the whole region.