Le Brassus, 7 May 2026 – Swiss Haute Horlogerie manufacturer Audemars Piguet continues the international rollout of its global boutique concept with the opening of a new space in Ho Chi Minh City, Vietnam, in collaboration with the S&S Group. Located in District 1 within the iconic Union Square, home to premium lifestyle experiences and luxury brands, the boutique opens the doors to the Manufacture’s world while strengthening its presence in Southeast Asia.

Spanning 276 square metres, the two-storey venue welcomes visitors to a contemporary space where architecture and fine watchmaking converge to capture the brand’s enduring craftsmanship and deep-rooted origins in the Swiss Jura mountains. The inauguration will take place on 14 May 2026 with a dedicated event attended by Stefanie Ng, Chief Executive Officer for Audemars Piguet Southeast Asia and Oliviero Bottinelli, a member of the Audemars Piguet Board of Directors.

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A DESIGN HONOURING
TIME, NATURE AND CRAFTSMANSHIP

Conceived by Vincenzo De Cotiis Architects in collaboration with Audemars Piguet’s in-house architects, the new boutique concept pays tribute to the brand’s home in the Vallée de Joux, where nature and time have long shaped the Manufacture’s identity.

The design draws inspiration from the natural landscape of this rugged Swiss Jura valley and translates it into a contemporary setting, where craftsmanship and the passage of time are reflected in the architectural features. The interplay of materials echoes the region’s forests, water, ice and rock. Liquid metal, opaque stone, frosted glass, wooden parquet and wainscoting panels come together to create contrasts and textures, establishing an elegant and warm atmosphere. Every detail has been carefully considered and crafted – just like the timepieces displayed within. LED screen animations bringing the Manufacture’s landscape, expertise and cultural universe to life, extend from the façade to the interior design, adding visual dynamism and lighting effects. These architectural and digital elements frame the boutique’s layout, while embodying the essence of the brand’s home and expertise.

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A REFINED EXPERIENCE
CENTRED ON WATCHMAKING

The experience begins outside the boutique. Animated displays in the front windows celebrate Audemars Piguet’s roots, craftsmanship and drive for innovation, inviting the public to step into the Manufacture’s world.
Inside, the journey unfolds in layers of discovery. A central path, delineated by parquet flooring and liquid metal ceiling, guides visitors through a conceptual exploration of the brand’s origins. A welcoming lounge area offers light-coloured plush seating and textured glass partitions that evoke cascading water.

At the centre of the boutique, contemporary sculptural metallic tree trunks with angular forms rise from floor to ceiling. Each supports a crystal case that gives pride of place to a selection of historic and contemporary timepieces, which appear to float in mid-air. A Black Cosmic display provides a rocky backdrop to these towering trees. The stone’s silver and golden veining, which depicts the natural markings of time, gives depth and contrast to the space.

The private lounge on the upper level provides a more private setting for exploration, passionate conversations and dedicated presentations.

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SUSTAINABILITY
AS GUIDING PRINCIPLE
Sustainability is one of the key principles of the new boutique concept, reflecting Audemars Piguet’s commitment to integrating responsible practices into all areas of operation, from production methods to resource and infrastructure management.
The Manufacture aims to achieve Gold or Platinum LEED (Leadership in Energy and Environmental Design) certification for its new boutiques whenever possible, to reach the highest environmental standards in terms of energy efficiency, material use, water conservation and occupant health, among others. By adhering to the criteria of the world’s most widely recognised green building rating system, the brand seeks to continuously measure and improve its environmental performance to pioneer a more sustainable future.
Materials have been responsibly sourced for durability and minimal ecological footprint. Lighting and climate systems are engineered for optimal energy efficiency, while thoughtful architectural choices ensure a timeless concept. Above all, the well-being of all visitors and Audemars Piguet sales teams has been a key consideration throughout the design process.

FROM LE BRASSUS
TO HO CHI MINH CITY AND BEYOND
Following Chengdu, the Ho Chi Minh City boutique marks the second opening under Audemars Piguet’s new global concept, which will continue its rollout across key international locations, including Kuala Lumpur, Bangkok, Hangzhou, Abu Dhabi, Bal Harbour and Mumbai, bringing immersive watchmaking experiences to clients and watch enthusiasts around the world.

“Located in one of Ho Chi Minh City’s key districts, the new boutique reflects Audemars Piguet’s commitment to opening its doors to a wider audience and strengthening its longstanding connection with the region. This immersive space places visitors at the heart of the Manufacture’s world, blending architecture, materials and craftsmanship while integrating sustainability at every level.”
Stefanie Ng
Chief Executive Officer Southeast Asia, Audemars Piguet

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Audemars Piguet Boutique Ho Chi Minh City
Address: L1-02D, Union Square Shopping Centre, 53 Le Thanh Ton, Sai Gon Ward, Ho Chi Minh City
Opening Hours: 10:00am – 9:00pm
Phone: +84 28 3620 8787
Email: ap@ssgroup.net