Cover AP House Singapore has its own bar serving up drinks in partnership with local cocktail bar Native
AP House Singapore has its own bar serving up drinks in partnership with local cocktail bar Native
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Ng shares how the Swiss watch manufacture is redefining the face of luxury retail with the opening of AP House Singapore—also home to the world’s first AP Café
An experiential space introduced by Audemars Piguet in 2017, AP House offers clients a luxurious and intimate experience beyond that of traditional retail. Since its debut in Milan, the Swiss luxury watch manufacture has brought the innovative lounge concept to more than 20 of the most dynamic cities in the world, including Hong Kong, Shanghai, Tokyo, Barcelona and New York. The latest to join the list this January: Singapore.
Unlike a regular watch boutique, AP House feels like an extension of one’s home; a sophisticated private residence where guests can explore timepieces in a relaxed setting, host meetings, enjoy fine dining or simply unwind in an environment that reflects Audemars Piguet’s heritage of craftsmanship and innovation. Each AP House is thoughtfully designed to reflect its home city’s distinct culture while maintaining the brand’s signature elegance and hospitality.
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Above Entrance to AP House Singapore
Entrance to AP House Singapore
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“In Singapore, the watch culture is particularly dynamic, blending a rich appreciation for traditional fine watchmaking with a strong sense of modernity and creativity,” says Stefanie Ng, CEO of Audemars Piguet Southeast Asia. “The city is home to a passionate community of collectors who not only value the artistry of watchmaking, but also embrace the evolving landscape of the luxury industry. This unique mix of tradition and progressiveness inspired the design of AP House Singapore, and the space itself is a reflection of this balance, combining elegant, timeless design with novel elements such as the first‑ever AP Café.”
AP House Singapore calls the historic Bar and Billiard Room within the storied grounds of Raffles Hotel Singapore home, and the choice of this iconic location is “deeply symbolic”, shares Ng. Like Audemars Piguet, the hotel, founded in 1887, is renowned for its rich heritage and timeless elegance. It is also committed to maintaining the highest quality of hospitality as well as heritage conservation, both of which align with the brand’s own pursuit of excellence and preservation of tradition through generations.
Above An experiential walkway in AP House Singapore
An experiential walkway in AP House Singapore
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For the Singapore outpost of its AP House, Audemars Piguet has taken care to preserve iconic architectural elements of the host building, which has been a fixture of the hotel since 1896, while seamlessly infusing the 1,000‑square‑metre space with its spirit of innovation and contemporary elegance. The expansive arched windows and high ceilings, for instance, have been retained, with the former, adorning 7‑metre‑high walls, allowing ample natural light to flood the interiors, creating a remarkably warm and inviting atmosphere.
The brand has also incorporated elements that nod to both the lush, mountainous landscape of its home town of Le Brassus in Switzerland and Singapore’s “City in a Garden” status. Towering Norfolk pine trees, reminiscent of the spruce trees native to Switzerland, enliven the space. Locally sourced rain tree wood also features prominently, including in the stunning feature wall along an experiential walkway that transports visitors to the Swiss Jura region by showcasing the changing seasons over Lac de Joux on an overhead LED screen. The wood is also featured in a stylised coffee table in the lounge area and a 5‑metre‑long dining table.
Above Music-themed private salon in AP House Singapore
Music-themed private salon in AP House Singapore
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The experience at AP House Singapore is a multifaceted one, with the watches, of course, being a key aspect. One of the highlights is a central watch wall featuring the brand’s current collection, which horology enthusiasts can explore. Dedicated client consultants are also available to guide guests through their selection of watches.
Beyond watchmaking, visitors can enjoy a vibrant blend of music, gastronomy and contemporary art. Cue a private salon with a high‑fidelity audio system and a curated selection of vinyl records, and a fully equipped gourmet kitchen and the rain tree dining table ripe for intimate culinary experiences. Additionally, a rotating exhibition space offers immersive experiences that allow guests to explore Audemars Piguet’s heritage, innovations and other crafts that embody its pursuit of excellence.
“Clients are no longer simply looking to own products; they want deeper connections with the brands they invest in. This is particularly true in Southeast Asia, where the luxury market is becoming more focused on immersive experiences, whether through private viewings, bespoke services or unique brand experiences,” Ng observes. “With [AP House], we’re providing a space for education, engagement and connection, aligning with the growing desire for experiential luxury.”
Above Short Rib Raclette Pie at AP Café
Short Rib Raclette Pie at AP Café
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Adding yet another facet to the experience is the AP Café—a pioneering concept perfectly suited to a nation that has food at the heart of its culture. Designed by the team behind one‑Michelin‑starred restaurant Burnt Ends, the menu offers an inventive fusion of Swiss culinary traditions and Singaporean flavours, with a focus on local and seasonal ingredients.
“Ultimately, what we hope guests take away from the [entire] experience is not just an appreciation for Audemars Piguet’s timepieces, but [also] a deeper connection to our brand values,” says Ng. “It’s about creating memories and building relationships, leaving visitors with a sense of having discovered something truly special that resonates with both the legacy of our watchmaking and the vibrant culture of Singapore.”
Above AP Café
AP Café
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Annabel Tan is the Editor of Watches and Jewellery at Tatler Singapore, where she covers all things luxury timepieces and fine jewellery across both print and digital platforms. She is also the Editor of Tatler GMT Singapore, a role that deepens her fascination with the ever-evolving world of watchmaking. Outside of work, she’s usually on the hunt for her next favourite watch that she can’t afford, planning her next beach getaway, or catching up on the latest Formula 1 race.
