Saturday, February 13, 2016

Audemars Piguet Celebrates the Reopening of Flagship Boutique at Liat Towers, Singapore

Swiss luxury watch brand Audemars Piguet has announced the reopening of its flagship boutique at Liat Towers in Singapore. Located along Orchard Road, the retail and entertainment boulevard in Singapore, the 196 sqm boutique is the only Audemars Piguet boutique featuring a 3-storey façade. At the same time, it showcases an original Audemars Piguet concept design that captures more than 140-years of the brand’s core values: origins, artistry and extraordinary relationships.
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 that invites clients to relax with an espresso or a glass of champagne, bringing a unique customer service experience to the clients when they visit the boutique.
Committed to the highest levels of excellence in design, manufacturing and service, timepieces from all 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”.

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 façade is a one of its kind for Audemars Piguet. 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, the 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 a seamless harmony between the exterior and interior of the boutique.
The new retail concept hinges on three important attributes:
  • 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, while the lights are inspired by rain drops that frequents Le Brassus.
  • 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.

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 which showcases a unique architectural concept 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 fine watchmaking and expertise in decorations and complications.

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