Be Essential

A proposal for Audemars Piguet

The AP Hospitality Office

Every guest, every city, one standard.

Following our review of 6 November 2026

Audemars Piguet padel court on a rocky island above the sea

Every guest Audemars Piguet invites carries the promise of the house.

Today that promise passes through many hands. We propose one: a hospitality office run to AP’s standard, wherever AP invites.

Audemars Piguet chairs facing the sea at golden hour
An Audemars Piguet lounge by the sea, with pastel tiles, display cases and white seating
Audemars Piguet 150 years wall at an AP event

Who we are

Hospitality is our first language

A luxury travel, hospitality and concierge house, looking after the guests of leading maisons in high jewellery, fashion and music for seven years.

Swiss and US entities

Lausanne and the United States

IATA accredited

Flights issued and changed in-house, 24/7

Direct hotel contracts

General managers in AP’s key cities

A founder from the hotel floor

Founded by a Glion-trained hotelier who ran rooms and VIP operations for luxury hotels in the US and Europe, before creating Be Essential in 2019.

A team across time zones

A core team across Switzerland and France, a network of trusted on-site coordinators, and partners in the US, Dubai and Asia.

Our own guest platform

Profiles, journeys and live budgets in one place

What this means for AP

What you gain by working with us

We know luxury hotels first-hand

The suites, floors and entrances that work for talent, in AP’s cities.

We open doors

Minimum stays waived with Barrière in Cannes; rooms during New York Fashion Week; 4% off at Fouquet’s New York.

We anticipate

Missing rooms, early-released drivers, late arrivals: flagged before the guest notices.

We know the suppliers behind the agencies

Direct introductions and comparative quotes; every AP budget goes further.

We are already part of the house

Two years in: talent and agents reach us directly; we work inside AP’s email and Teams.

An illuminated pink Audemars Piguet monogram with a tiled finish
image: doors

Two years with AP

Already inside the house

15+events since June 2025
10+destinations, from Seoul and Dubai to New York
350+tickets and services booked for AP’s guests
7AP teams and markets served, under a contract written for one team

Including AP150 Hong Kong, Dubai Watch Week, Seoul, Watches & Wonders, Coollective, Montreux and Paris Haute Joaillerie.

A trial year for one team, grown into much more

From the 2025 agreement to what we deliver today

2025 agreementToday
One team, Media & Influence, 7 named people→7 AP teams and markets, including CEO office, VIC, France, Suisse, North America and Middle East
Travel bookings for KOLs→Flights, transfers, greeters, hotels, glam, restaurants and on-site coordination
Third-party costs at cost→Supplier invoices paid on AP’s behalf, often several per trip

This proposal turns what the relationship has become into one framework for every AP team.

The shift

What changes for AP

  • Four inboxes for one room changeOne desk, one answer
  • Briefed at the last minuteInvolved from season planning
  • Rooms held before the guest list existsBlocks negotiated with flexible release
  • Cars booked through hotel conciergesRates negotiated at the source
  • A new supplier for every glam artistOne invoice per mission
  • Each market its own wayOne AP standard, everywhere

From many hands to one desk

Eight parties around every guest

Every change through four inboxes. Seen in New York, Seoul and Dubai.

What the Office does

Travel

  • Door to door: from home pickup to arrival at the event, in any country
  • Flights matched to each guest’s profile, within budget
  • Every change handled, 24/7

Hotels and venues

Scouted first-hand; blocks with flexible release; rooming lists owned end to end.

Ground

Drivers sourced at the source; four guests per car; one contact per guest.

On site

Coordinators on site around the clock, an arrivals desk, rooms and gifts checked.

Talent services

Glam, stylists and talent agencies contracted in our name; agents handled directly.

Finance and reporting

Suppliers paid by us; one invoice per mission and entity; a live budget link.

The event cycle

When, where and how we are involved

Where

AP’s part

What we do

    What AP receives

    Operating model

    Who does what, at last

    TaskEventsMedia & InfluenceMarketsProduction agencyHospitality Office
    Event concept and production
    Guest list and talent priorities
    Local guests and requests
    Flights and every change
    Hotels, room blocks, rooming lists
    Drivers and transfers
    On-site guest care, 24/7
    Suppliers paid, one invoice
    Lead decides Approves budget and choices Input, consulted Informed Delivers the work
    Audemars Piguet presents Inside the Dream, illuminated marquee

    The AP Hospitality Standards

    What we guarantee, what AP decides

    In every hotel, every time

    • Guest preferences sent to the hotel ahead of arrival
    • Every room inspected by our team before the guest arrives
    • Early check-in and late check-out confirmed in writing
    • A named contact at each hotel, and one for every guest, 24/7
    • Rooming list reconciled with the hotel every day

    Set by AP, applied by us

    Room category by guest tierFloors and viewsIn-room amenities and giftingCar class and occupancyDining standards

    We write AP’s choices into one standard and brief every hotel and driver on it.

    Guest intelligence

    Every guest, remembered

    One living profile per guest, shared across every AP event, with a live budget per mission. No market ever asks a guest the same question twice.

    • PreferencesAirline, cabin and seat; hotel, room and check-in; sizes and languages.
    • AP journeysEvery event the guest has attended, across markets.
    • Live budgetSpend by category, open to AP at any time.

    Illustrative profile from our guest platform; personal data anonymised. Click the screen to enlarge.

    Illustrative guest profile on our platform: sizes, travel and stay preferences, concierge notes, AP journeys and spend by category

    A concierge on call for every market

    AP wants its markets more autonomous: the same foundation everywhere, adapted to each. Dubai does not ask for what Paris asks for.

    Local time now. Filled marks are in daylight.

    The foundation, everywhere

    • Event coordination
    • Hotels and rooming lists
    • Flights and ticketing
    • Drivers and transfers
    • AP’s hospitality standards

    Everyday concierge, adapted locally

    • A table for a top client, tonight
    • A venue for a local event
    • Access, tickets, last-minute requests
    • Support for launches and openings

    Markets gain autonomy without building a logistics team.

    Why it makes sense

    What every AP team gains

    Events

    Briefs once, then spends its time on the event, not on rooming lists.

    Media & Influence

    Time back for the relationship with talent; logistics out of the inbox.

    Markets

    An everyday concierge for clients and local events, without a logistics team.

    Procurement and Finance

    One supplier, one contract, one invoice per mission; rates negotiated at the source.

    And for the house, one standard of welcome wherever it invites.

    From this proposal to the first event

    Now

    AP reviews

    Candilène and Mathilde gather each team’s and each market’s needs.

    Next weeks

    Roles agreed

    A working session with Events and Media & Influence to agree who does what.

    Then

    Our proposal

    A priced proposal to Procurement, built on those needs.

    After signature

    The first event

    Run end to end within 90 days.

    The first 90 days

    Month 1

    Kick-off and the season calendar.

    Month 2

    AP’s hospitality standards written.

    Month 3

    A first event run end to end, such as AP Social Club.

    Two ways to begin

    Recommended

    Worldwide

    One agreement for every AP event and team: Events, Media & Influence and the markets. One office, one standard, one invoice.

    Alternative

    Market by market

    Start with one or two markets, such as Switzerland and France, on the same foundation, and extend as needs are confirmed.

    Commercial terms follow in a separate proposal to Procurement.

    Be Essential

    Every guest.
    Every city.
    One standard.

    Essentially yours,

    Elbia Eddaikra, Founder and President, Be Essential

    Audemars Piguet arch above Lake Geneva