Audemars Piguet Opens Its Largest Store in the World in Singapore | SENATUS



Audemars Piguet Opens Its Largest Store in the World in Singapore

3 February 2016

By Kien Lee

Audemars Piguet has re-opened the doors to its flagship boutique at Liat Towers in Singapore, unveiling a transformation that makes it the largest Audemars Piguet boutique in the world.

Located along Orchard Road, the store spanning 196 sqm over two floors with newly-raised higher ceilings, is the brand's only one featuring a 3-storey façade; an impressive greeting wall more than 10 metres in height.

In the window display, are metallic silhouettes angled in different shapes and forms, elongated and pieced together, inspired by trees of the forests in Le Brassus.

Bronze-brushed finishing echoes elements create a seamless harmony as the visitors' attention transition from the exterior to the interior, which features the use of wood, metal and idyllic landscapes.

At the landing of the entrance is a magnificent chandelier symbolising the clouds and fog which very often hovers above Vallée de Joux.

A 9-panel LED screen showing the ethereal winter landscape, as a reflection of what the season currently is in Les Brassus.

Of note are watch display cases that feature metallic embellishments reminiscent of the timepieces' link bracelets, whilst the teardrop light fixtures remind visitors of the harsh rainy weather back in Switzerland.

"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 South East 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." added François-Henry Bennahmias, CEO of Audemars Piguet.

The boutique is divided into "The Manufacture" and "The House".

"The Manufacture" includes detailed product displays and a watchmaker corner whilst "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.

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".

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