DON RAMON DE LA CRUZ 6

Last week AP opened its Madrid Boutique, the "Don Ramon de la Cruz". Larger than most other AP Boutiques and with a philosophy that will set precedents. Part of the new approach to the new Don Ramon Boutique is to invite AP fans as well watch lovers to come in and have a drink to enjoy the atmosphere amongst people that share the same passion. The first drink will make you not be able to buy a watch on that day. The unwritten rule on the first day is to introduce the boutique to a guest and not sell a watch to a customer. If you like something you have to come back the next day. Apart from being able to see the watchmakers at work there is a dinning area downstairs where VIPs and good customers will get dinners hosted by AP. The dinners will be prepared by Star Chefs for a maximum of eight people at a time. The first dinner (test) was prepared by Sergi Arola (two Michelin stars). Spectacular...

The displays will change once a week and will be themed with several and very watch unrelated materials. As you might see from the pictures the first week they had a "vegetable" theme and this week it was automotive. There are few watches on display for two reasons; the first, is to give more emphasis on the watch and the second is when you ask for something you will be able to see the whole collection. The selection is quite impressive, I do not know of many places where you will be able to see the Grande Complicacion in its RoyalOak and Jules Audemars version. I have no idea what the theme will be next week. It is very likely that you will not see the same displays twice ever.

An oddity is that the team headed by Ignacio Piera all speak English. Quite a rarity amongst my fellow Spaniards only several years ago. Furthermore, Ignacio (the director) has watchmaking skills and actually knows what he talks about. A rare bird in the trade...

The most peculiar (and my favorite) aspect of the Don Ramon Boutique is a small library that will accept, now hear this, books and catalogues from other brands! Now, to my knowledge there is NO boutique from any brand that will allow this. I guess they are the first to have the guts to do this. I would really love to see a book on Jaeger, Rolex or SINN inside an Omega store. Actually, I double-dare Patek to do this at their boutiques... I think that to be very difficult to say the least. Probably this might be the "anecdote" that best resumes the character of the boutique.



Audemars Piguet...