Wednesday, February 11, 2015

Audemars Piguet Celebrates the Grand Opening of its New Boutique in the Shoppes at Marina Bay Sands, Singapore

On February 3rd, Swiss Haute Horlogerie brand Audemars Piguet celebrated the grand opening of its second boutique in Singapore, located in The Shoppes at Marina Bay Sands. To honour its new “Home away from Home”, Audemars Piguet hosted an exclusive cocktail party in the ArtScience Museum at Marina Bay Sands, in the presence of Mr. Oliviero Bottinelli, Member of the Board of Directors, and Mr. Antonio Seward, General Manager of Southeast Asia. Guests were immersed in the Audemars Piguet experience, showcasing the brand’s expertise in fine watchmaking as well as its support and close involvement in the world of the Arts.
Right along the Marina Bay waterfront, the aesthetically designed Marina Bay Sands is an integrated resort that features three cascading hotel towers topped by an extraordinary sky park, the lotus-inspired Art Science Museum, theatres, retail stores and trendy celebrity chef restaurants. It is home to one of the largest collections of the world’s most coveted designer boutiques in the region.
The 110 sqm boutique, situated on basement 2 of the mall, will showcase an original concept design that captures the 140-year old brand’s core values: origins, artistry and extraordinary relationships. This will be the second Audemars Piguet boutique in Singapore, after the flagship store at Liat Towers.
The blend of wood, metal and idyllic landscapes of Le Brassus, immerse 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’s corner. “The Audemars Piguet House” incorporates a full service bar and lounge that invites clients to relax with an espresso or a cocktail.
Committed to the highest levels of excellence in design, manufacturing and service, timepieces from all six major collections will be presented in the boutique, where clients will enjoy an unparalleled level of comfort. Emblematic timepieces as well as pieces from the new collection will be showcased around the boutique for watch enthusiasts and collectors to enjoy in the new Audemars Piguet “Home away from Home”.

About The New Retail Concept
The new retail concept allows for an enhanced experience of Audemars Piguet and 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.

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 very often hovers above Vallée de Joux.
  • 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 commitment and partnership with the Arts.
  • 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 truly brings out the quintessence of AudemarsPiguet’s DNA and values, linking its heritage to the history of Vallée de Joux, and celebrating the brand’s mastery in fine watchmaking and expertise in decorations and complications.

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