Audemars Piguet launches new design language boutique in Vietnam

The Swiss handcrafted watchmaker opens its second global boutique featuring a new design language, combining nature and mechanical art in Ho Chi Minh City, on 14/5.

Audemars Piguet boutique in Ho Chi Minh City. Photo: S&S

Audemars Piguet, with its strategic partner S&S Group, has opened a new boutique in the Union Square building (53 Le Thanh Ton, Sai Gon ward). This opening represents a significant advancement for the Swiss watch brand in the Southeast Asian market.

Spanning 276 m2 across multiple levels, the Audemars Piguet boutique showcases a contemporary architectural style that blends with the essence of handcrafted watchmaking. Vincenzo De Cotiis Architecs, in collaboration with Audemars Piguet's internal design team, conceived this design as a tribute to the Vallee de Joux, the birthplace of Swiss watchmaking.

Italian architect Vincenzo De Cotiis, featured on Architectural Digest magazine's top 100 list in 2021, is often described as "following in the footsteps of Italian masters like Gio Ponti and Carlo Scarpa." His notable works include the architectural renovation of the 15th-century Palazzo Giustinian Lolin on Venice's Grand Canal and the Grade II listed Labbroke Hall in Notting Hill, London.

Inside the newly opened Audemars Piguet boutique. Photo: S&S

Audemars Piguet boutique in Ho Chi Minh City. Photo: S&S

The new boutique's contemporary architectural language draws inspiration from the pristine natural landscapes of Switzerland's Jura mountains. Its interior incorporates materials evoking flowing water, monolithic stone, frosted glass, artistic wooden floors, and refined wood-paneled walls.

"Every detail receives meticulous attention, mirroring the craftsmanship of a timepiece," a company representative stated.

Interior of Audemars Piguet's new boutique. Photo: S&S

Inside the newly opened Audemars Piguet boutique. Photo: S&S

Interior elements within the boutique highlight the brand's artisanal craftsmanship. A central walkway features patterned wooden flooring, topped by a liquid metal ceiling that reflects light. A Black Cosmic stone backdrop forms a cliff-like setting for metal-sculpted "tree-trunk" structures that ascend through the space. Each "tree-trunk" supports a crystal display case, showcasing Audemars Piguet's historical and contemporary watch creations.

Audemars Piguet emphasizes sustainable development as a key element in its new design approach, encompassing production processes, resource management, and infrastructure.

Company representatives at the new boutique launch ceremony. Photo: S&S

"The brand aims for LEED (Leadership in Energy and Environmental Design) Gold or Platinum green building certification for its new boutiques," a brand representative stated. "This ensures stringent standards for energy efficiency, eco-friendly materials, water conservation, and long-term user health."

Interior of Audemars Piguet's new boutique. Photo: S&S

The Swiss watchmaker carefully selected and sourced the boutique's interior materials to ensure optimal durability and minimize environmental impact. Lighting and air conditioning systems are designed for peak energy efficiency, while architectural choices maintain aesthetic value. The company prioritizes the comfort and experience of visitors and staff throughout the boutique's design and creation process.

The official inauguration ceremony included Oliviero Bottinelli, Member of the Board of Directors at Audemars Piguet; Stefanie Ng, Chief Executive Officer of Audemars Piguet Southeast Asia; and Nguyen Thuy Huong, Representative of the official distributor in Vietnam. Ho Chi Minh City is the second global location, after Chengdu (China), to feature Audemars Piguet's new design language.

Company representatives at the new boutique launch ceremony. Photo: S&S

"Positioned in a prime Ho Chi Minh City location, the new boutique signifies Audemars Piguet's ambition to expand its presence and strengthen long-term ties within the regional market," stated Stefanie Ng, Chief Executive Officer of Audemars Piguet Southeast Asia. "The boutique's immersive space will bring customers to the brand's core, where architecture, materials, and craftsmanship converge, highlighting sustainable values in every detail."