Audemars Piguet, founded in 1875 in the remote Swiss Jura village of Le Brassus, is among the oldest fine watchmaking manufacturers still in the hands of its founding families. For 150 years, it has remained at the forefront of haute horlogerie, combining technical wizardry with audacious design.
The company’s rebellious spirit was most notably embodied in 1972 with the launch of the Royal Oak, the world’s first luxury steel sports watch that defied conventions at that time and revolutionised the industry.
Beyond its groundbreaking timepieces, Audemars Piguet has long understood that luxury hinges as much on experience as it does craftsmanship. It is this philosophy that drives the concept of AP House, which debuted in Milan in 2017 and has since expanded around the world. Singapore is the latest addition to the 22 AP Houses in operation, with four more to follow later this year.
“We see AP House as an extension of our world,” says Stefanie Ng, CEO of Audemars Piguet Southeast Asia. In contrast to its flagship boutique at Liat Towers, AP House Singapore offers a more intimate setting to foster deeper engagement with timepieces and clients.
“The concept was originally envisioned as a haven of discovery, inspiration, and shared passion. It is not simply a space to talk about watches; it’s a place where guests can truly relax, connect, or even disconnect, depending on their mood.”
The journey to AP House Singapore began in 2022, with construction kicking off in mid-2024 and a swift commitment to welcome guests by year’s end. “We’re incredibly proud to see this dream come to life,” she says.
A MODERN SANCTUARY IN A HISTORIC LANDMARK
A deliberate and symbolic decision was made to locate AP House Singapore in the former Bar & Billiard Room of the iconic Raffles Hotel. “Securing the right location was one of our most significant challenges. The location is deeply ingrained in Singapore’s history. We knew that any transformation had to respect the legacy of its past as well as reflect our values of innovation and elegance.”
An old-world charm meets modern refinement here. “Our design team worked closely with expert craftsmen to preserve the architectural grandeur of the space,” Ng says, noting that every detail was carefully considered, from retaining distinctive features to introducing bespoke touches that reflect the brand’s identity.
An example of this is the striking tiger carpet—influenced by a 1902 legend about a circus tiger finding refuge in the same room—that sits under the house’s piece de resistance, a 2.8m by 1m billiard table from Sir William Bentley Billiards in the UK. It serves as the centrepiece for leisure and conversation. “This was our way of adding a unique, symbolic touch while honouring the space’s intriguing history,” she adds.
There are other notable design elements throughout. Towering Norfolk pine trees recall the spruce forests of Le Brassus, while De Gournay wallpapers in the private salons evoke the misty landscapes of the Vallée de Joux. Then, more bespoke carpets, furniture and art pieces many crafted for the space—further enhance its unique personality.
For fine diners, the space unfolds as a culinary haven with a fully equipped kitchen anchored by a dinner table measuring 5m for memorable meals. The bar offers artisanal coffees and teas sourced from family-owned producers, reflecting Audemars Piguet’s commitment to quality and heritage. At the same time, Swiss wines from Le Brassus, Le Locle, and Meyrin provide a tangible connection to the brand’s manufacturing sites.
“Every piece in this space has been chosen to create a refined and inviting environment,” shares Ng. “Like all the other AP Houses, it brings together art, culture, and craftsmanship in a way that’s welcoming, engaging, and truly reflective of the Audemars Piguet universe.”
An integral part of this immersive environment is the elegant yet relaxed AP Café, the first of its kind in the world, where guests can enjoy lunch, tea, or a cheeky pre-dinner tipple. “We wanted to celebrate the local culinary heritage by reimagining classic Swiss dishes through a distinctly Singaporean lens,” she says.
Photo: Audemars Piguet
LOOKING AHEAD
In reflecting on the changing landscape of luxury retail, Ng says, “Today’s consumers are more informed than ever. Watch buyers want more than just to buy a watch. They want to understand its craftsmanship, story, and intrinsic value first. We are witnessing a growing interest among women and younger collectors who appreciate the aesthetics and the technical mastery behind each timepiece.”
It is a trend that has driven initiatives like AP House and other brand exhibitions. “These spaces offer an intimate, interactive experience where clients can dive deeper into the history of watchmaking, see the artistry up close, understand the technical precision that goes into every timepiece, and ultimately feel a sense of belonging to our world,” she explains.
As AP House Singapore opens its doors amid the grand celebration of Audemars Piguet’s 150th anniversary with an exhibition chronicling the brand’s legacy in calendar complications, the space stands as a testament to a fusion of past and future.
“Our heritage is our foundation, and our innovation is our future,” Ng concludes. “AP House Singapore is not just a place—it is a living, breathing extension of our passion for watchmaking, where every timepiece tells a story, and every visit feels like coming home.”
Even as the space becomes a beacon for tastemakers, the brand remains firmly anchored in its core mission. “While the introduction of AP House and the AP Café marks an exciting expansion of the brand’s experience-driven offerings, our primary focus will always be on the art of fine watchmaking,” she asserts.
In response to a question regarding the future availability of coveted pieces such as the Royal Oak in steel, she is both candid and reassuring: “At AP House, we delight in helping clients discover the perfect timepiece that resonates with their style and aspirations. While some pieces are subject to availability, our focus remains on nurturing a relationship with every visitor—one that is built on passion, trust, and a shared love for craftsmanship.”
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