The story behind Audemars Piguet’s AP House Singapore

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What differentiates the House is the feeling guests have when they are no longer in a hurry. They may arrive for an appointment but end up staying for a conversation, a coffee or even a quiet moment in the living

room. Witnessing the project from start to finish, the entire House is my baby. The AP House is a living expression of Audemars Piguet. Our spirit, our values, and 150 years of Swiss heritage shaped across four generations. And through

the House, we bring a part of our home in Le Brassus to clients in the region. Above all, the AP House is where they can truly step into the world of Audemars Piguet. We began the search in June

2020. It was one of my key mandates when I took the leadership role and finding the right home for AP House was really something close to my heart. We wanted a location that could reflect Audemars Piguet’s heritage, while

also feeling relevant, and connected to Singapore. After visiting more than 10 potential sites, a chance visit to the Bar & Billiard Room immediately stood out. The room carried a rich history of welcoming different personalities across eras celebrities like

Michael Jackson, dignitaries, travellers and guests from all over the world. That sense of history, hospitality and gathering felt very aligned with what we wanted AP House Singapore to become. The approach was to create a dialogue between the two.

Every design choice had to feel respectful of the Bar & Billiard Room’s character, while still expressing the Swiss heritage of Audemars Piguet and the historical soul of Singapore through the Raffles Hotel. The tropical pine trees were especially important

to me because they are deeply connected to Audemars Piguet’s origins. And to be able to find tropical pine trees in the heartland of Singapore felt very meaningful. It allowed us to bring a subtle echo of Le Brassus into

a distinctly local setting. One detail I particularly love is the corridor experience, which takes visitors through the four seasons of the Vallée de Joux. Another subtle detail is the tiger motif on the carpet. It connects beautifully to the

history and imagination of the Raffles Hotel, adding a local layer of storytelling to the entire AP House experience. The hand-painted and embroidered wallpaper brings the landscape of Le Brassus into the House, expressing both day and night. Witnessing the

project from start to finish, the entire House is my baby. But I feel particularly drawn to the living area. It naturally captures the warmth and intimacy that we wanted to express. That is why the AP House matters. It

slows the experience down and makes it personal, whether through a closer look at a timepiece, a heritage story or a conversation over coffee at AP Cafe. These moments turn understanding into emotions. Our world goes far beyond the product.

I would want visitors to leave feeling transported into a world where Le Brassus, heritage, hospitality and community come together. What has been very meaningful is seeing clients from across the region feel so at home at AP House Singapore.

It is very exciting to be living in Southeast Asia in this day and age. Across the region, we see growing curiosity, knowledge and appreciation for fine watchmaking. It is now normal that clients may first encounter a watch through

their phones, but a screen cannot recreate the feeling of holding a timepiece or seeing the finishing up close in person. And so the AP House offers what digital platforms cannot. The atmosphere, the human warmth, the social interaction and

a sense of belonging. Every AP House around the world is unique. It is shaped by the city it belongs to while remaining true to the spirit of Audemars Piguet. And being so close to the Singapore project has reaffirmed

that guests respond deeply to spaces that reflect the creativity, culture, and craftsmanship of the local city. This will guide us as we look ahead to future Houses, including the House in Bangkok. Audemars Piguet spans across four generations. That's

more than one and a half century old and it is still the only watch brand that's in the hands of the founding family. So definitely, I must say, the vintage timepieces are a must-see. I would encourage them to

spend time with these pieces that are on display, because they offer a rare and intimate view into the brand's journey over 150 years. As a Singaporean, bringing in the local identity into the design of the House was extremely

important. And two years down the road, every time when I step into the House, I still feel that sense of achievement, the fulfilment of being able to transport our clients into the world of the brand and into the

world of Singapore through the space. And I will always call this place my house.