One would think that a man entrusted with the task of preserving the rich heritage of Audemars Piguet would be all about precision and meticulous detail, yet Sébastian Vivas brings an infectious passion and creativity to his role. As the award-winning horology historian and Heritage & Museum Director at Audemars Piguet since 2012, Vivas has dedicated his expertise to making the brand’s legacy come alive for the world. The Time Place Magazine had the rare opportunity to sit down with him to discuss his unique responsibilities and explore the Musée Atelier Audemars Piguet in Le Brassus, Switzerland.
What does your role entail as the Heritage and Museum Director of Audemars Piguet?
As the Heritage and Museum Director at Audemars Piguet, I’m in charge of a team of 12. Our main role is to care for the archives and our collection of watches. We enrich these collections, study the archives, and share our findings with many internal departments, including product, design, branding, client services, and R&D. Internally, we provide valuable information to support various projects. Externally, we organise exhibitions, curate museum showcases, participate in conferences, and publish content both online and in print. We also manage a restoration workshop that handles both our clients’ antique watches and those from our very own collection.
In what ways does the Musée Atelier reflect the philosophy and values of Audemars Piguet through its design elements?
At the Musée Atelier, we aimed to build the space as we would a watch—with the same dedication to beauty, shape, finishing, and transparency. Like an open watch, the museum allows visitors to immerse themselves inside, offering a truly unique experience. Each visit is guided and personal, allowing guests to experience the heritage and craftsmanship firsthand. This isn’t a digital or virtual experience; we wanted something human and physical. For example, the glass structure, which supports itself at this altitude with no walls, is a symbol of connection—it links the watchmakers, the exhibition, and the outside world. It was a technical challenge, but one rooted in the meaning of openness and continuity.
The Insofu Collection follows in the footsteps of 2017’s “Garden of Kalahari,” where a single 342-carat diamond gave rise to one of Chopard’s most iconic high jewellery narratives. What did you take forward, creatively or philosophically, from that experience upon embarking on the Insofu journey?
First of all, we approach each gem with great humility and awe. These exceptional rough stones are miracles of nature and inspire respect. The incredible “Garden of Kalahari” diamond taught us the power of honouring a stone’s natural story. With the Insofu emerald, we followed the same philosophy. This consists of respecting the integrity of the natural gemstone while building a creative narrative around it. Both of these collections reflect our belief that true luxury lies in rarity, craftsmanship and a meaningful journey from mine to masterpiece.
How have the Grande Complications and Métier d’Art workshops at the Musée Atelier shaped the evolution of Audemars Piguet?
Both workshops are deeply traditional, where craftsmen continue to practice long-standing techniques. While modern technology plays a role in watchmaking, these workshops focus on preserving living know-how, which evolves but is rooted in tradition. We decided to incorporate these workshops into the museum because they bridge the past and the future. Additionally, they transform the museum from a mere exhibition space into a working atelier, where Grand Complications, tourbillons, and high-jewellery watches are produced. This highlights that watchmaking is a living art, and the museum serves as a living space.
How do you envision the future of the Musée Atelier, both in terms of its exhibitions and its role within the global watchmaking community?
The exhibition evolves every year, and we’re preparing something very special for the 150th anniversary. More importantly, we’re organising travelling exhibitions, with more watches being showcased in smaller museums, boutiques, and private homes around the world. Our goal is to reach clients globally and share our passion by bringing Audemars Piguet closer to them.
