The maison Audemars Piguet, one of the oldest and most prestigious watchmakers in the world, boasts the creation of timepieces that have set benchmarks. Recently, a company with such an illustrious history felt the need to launch a strong signal to represent itself to the world, to tell its story and build a bridge between past and present. It was inevitable that architecture was selected to symbolise this change; it was inevitable that the choice was made to reinforce its roots in Le Brassus, where its historical headquarters have dialogued for over one hundred and fifty years with the natural setting of the Swiss Alps. The impulse behind the programme is clear: the new building was to represent a deeply rooted historical pre-existence and a typical landscape; it was to develop the idea of a museum that recounts the company’s past and present, linking together an exhibition route and an active space of production; finally, it would have to communicate in the most efficient manner the values of an historical company that has chosen to renew itself and wants to tell its story. This combination of inputs and suggestions produced the form, not selected for its intrinsic value, but for the type of “performance” it guarantees: the path through the museum was curved into the form of a double spiral, the absolute symbol of the notion of “perpetuity”. Using the same materials employed to make watches and the same spirit, the project “infused energy, movement, intelligence and measure” not to speak about time, but in this case about the art of measuring it.