Situated in Madrid’s exclusive Salamanca district, the Audemars Piguet boutique is a true haven of peace, designed as a meeting point for aficionados of the brand. A far cry from a traditional sales floor, the company has emphasized atmosphere, comfort and design, making available to its visitors nearly 400 square meters of space including a library, a lounge and a museum exhibiting its most famous models.

Right in the heart of Madrid’s “golden mile”, a zone famous for its concept-stores and national and international luxury-brand outlets, the Audemars-Piguet boutique is a perfect rallying point from which to visit historic Madrid.

Lunch at Biotza or Flash Flash, tapas restaurants in the district, will provide needed energy for an afternoon of strolling in the surrounding streets. After shopping, it’s time for culture. A quick taxi ride from Salamanca brings one to the Prado, a must-see museum that houses one of the world’s best art collections, including major works by Velázquez, Goya, Murillo, Ribera, Titian, Botticelli, Hieronymus Bosch and Rubens.  A side trip to the Centro de Arte Reina Sofia gives modern art lovers the opportunity to admire Picasso’s famous Guernica and works by Dali, Miró, Juan Gris and Lucio Fontana.

Madrid, well known as a cultural destination, is also famous for its nightlife. After dinner at Santceloni, one of the best tables in the capital, or the more trendy Ramses, head for the city’s rooftop hot spots, such as the Urban Hotel or the Splash Bar, for a nightcap or to begin an unforgettable evening that will last until the wee hours of the morning…
Where to go

Boutique Audemars Piguet, Don Ramòn de la Cruz, 6. Tel. +34 917 81 80 60

Restaurant Biotza, calle Claudio Coello, 27.  Tel. +34 91 781 03 13

Centro de Arte Reina Sofia, calle Santa Isabel, 52. www.museoreinasofia.es

Tortilleria Flash Flash, calle Nuñez de Balboa, 75. Tel. +34 91 575 10 10 www.flashflashmadrid.com

National Museum Prado, Paseo del Prado. www.museodelprado.es

Restaurant Ramses, plaza de la Independencia, 4. Tel. + 34 914 35 16 66. www.ramseslife.com

Restaurant Santceloni, paseo de la Castellana, 57.  www.relaischateaux.com/santceloni

Splash Bar (rooftop terrace), plaza Vázquez de Mella, 12. www.room-matehotels.com

Hotel Urban, carrera de San Jerónimo, 34. Tel. +34 91 7 87 77 70. www.hotelurban.com

The agreement signed in 2009 with the Bolshoi Ballet was a turning point in Audemars Piguet’s sponsorship policy. More traditionally associated with sports, the brand chose in 2009 to increase its activity in favor of the arts. Via the individual initiatives of subsidiaries or partnerships sealed up with the parent company, artistic philanthropy is now a priority for the Swiss watch manufacturer. This is evident from the many projects the brand sponsored around the world in 2009: the “Funeral rites of the Tang Nobility” exhibition in Singapore last April, the participation in Geneva’s Art in the Vielle Ville in May, the Miami Art Basel and the “Dessiner le Design” exhibit at the Musée des Arts Décoratifs in Paris.

More than just the occasional show of support, these collaborations are, for the most part, long term commitments. “We have signed a five-year partnership with the Musée des Arts Décoratifs in Paris,” explains project initiator Hélène Denaiffe. “We are planning not only to support their exhibitions but also to encourage young artists through the creation of an Audemars Piguet scholarship for students at the Camondo School.” Whether it’s to promote cultural heritage, support contemporary arts or encourage the spread of culture, each of these partnerships echoes the values of excellence and audacity that are intrinsic to the brand. And although Audemars Piguet remains active in promoting sports, the company plans to continue its engagement in favor of the arts and culture in 2010, thus reaffirming the unflagging ties that bind the worlds of art and haute horlogerie.