Audemars Piguet celebrates grand re-opening of their flagship boutique in Liat Towers

Journal

"We are delighted for this 10-month project to finally see the light of day. This new flagship boutique represents a solid investment from Audemars Piguet in the Southeast Asia region as it is one of our largest points of sale worldwide, and we are looking forward to welcoming clients in our new home away from home.”


To honour its new “Home Away from Home”, Audemars Piguet hosted a surprise cocktail party on the rooftop-carpark of Liat Towers, transformed for the occasion to bring the Le Brassus experience to Singapore. The limited edition Royal Oak Offshore Diver Chronograph was also presented at the party. Exclusively available in Audemars Piguet boutiques, the collection features funky watch colors such as deep blue, tangerine orange and bright yellow. 

The event was attended by Chief Executive Officer of Audemars Piguet – Mr. François-Henry Bennahmias, Member of the Board of Directors – Mr. Oliviero Bottinelli, and Southeast Asia General Manager – Mr. Antonio Seward. 

Located along Orchard Road, the retail and entertainment boulevard in Singapore, the 196 SQM point of sale is the only Audemars Piguet boutique featuring a 3-storey façade. It showcases an original Audemars Piguet concept design that captures over 140-years of the brand’s core values: origins, artistry and extraordinary relationship. 

"We are delighted for this 10-month project to finally see the light of day. This new flagship boutique represents a solid investment from Audemars Piguet in the Southeast Asia region as it is one of our largest points of sale worldwide, and we are looking forward to welcoming clients in our new home away from home.” – François-Henry Bennahmias, Chief Executive Officer of Audemars Piguet 

The blend of wood, metal and idyllic landscapes of Le Brassus immerses clients in the Vallée de Joux in Switzerland, birthplace of Audemars Piguet. The boutique is divided into two spaces: “The Manufacture” and “The House”. 

“The Manufacture” includes detailed product displays and a watchmaker corner. “The House” incorporates a full service bar and lounge inviting clients to relax. 

Emblematic timepieces as well as pieces from the new collection will be showcased around the boutique for watch enthusiasts and collectors to enjoy in this new Audemars Piguet “Home Away from Home” 

ABOUT THE NEW RETAIL CONCEPT 

The new retail concept allows for an enhanced experience the Vallée de Joux. Created with the valley’s atmosphere and base materials in mind, customers are invited to discover the brand’s heritage, craftsmanship and watchmaking expertise. 

At a height of more than 10 metres, the 3-storey façade along Orchard Road is an iconic structure that cannot be missed. 

Inspired by trees of the forests in Le Brassus, silhouettes are reflected in angular shapes and forms, elongated and pieced together to realize the façade of repeated lamellas. The bronze-brushed finishing echoes elements inside of the boutique, creating harmony between the exterior and interior environment. 

The new retail concept hinges on three important attributes: 

ORIGINS 

Base materials, such as the use of stones and oak, bring a reminder of Audemars Piguet’s origins. The magnificent chandelier symbolises the clouds and fog which hovers very often above Vallée de Joux, while the lights are inspired by rain drops. 

ARTISTRY 

The watchmaker’s bench serves as a central working space for the technical advisor, as he shares insights into the world of fine watchmaking. 

Statement pieces around the boutique showcase the Manufacture’s commitment to Art. 

EXCLUSIVE RELATIONSHIPS 

A guiding element leading into the shop, the welcome bar warmly invites visitors into the boutique, while the extra-large screen draws clients into the world of Vallée de Joux

The new boutique showcases a unique architectural concept that truly brings out the quintessence of Audemars Piguet’s DNA and values, linking its heritage to the history of Vallée de Joux, and celebrating the brand’s mastery in the fine watchmaking and expertise in decorations and complications. 

Visit the boutique at 541 Orchard Road, #01-03 Liat Towers, Singapore 238881 

About Audemars Piguet 

Audemars Piguet is the oldest fine watchmaking manufacturers still in the hands of its founding families (Audemars and Piguet). Since 1875, the company has written some of the finest chapters in the history of Haute Horlogerie, including a number of world firsts. In the Vallée de Joux, at the heart of the Swiss Jura, numerous masterpieces are created in limited series embodying a remarkable degree of horological perfection, including daring sporty models, classic and traditional timepieces, splendid ladies’ jewellery-watches, as well as one-of-a-kind creations. 

www.audemarspiguet.com