The new Audemars Piguet boutique design draws inspiration from the Le Brassus valley in Switzerland, the birthplace of mechanical watchmaking. Upon opening, this will be the second boutique worldwide to feature Audemars Piguet's latest design concept.

The facade of Audemars Piguet's new space in Ho Chi Minh City. *Photo: S&S*

Previously, Audemars Piguet operated a boutique on Dong Khoi street in Vietnam. The brand is now relocating to a new address at 53 Le Thanh Ton, within the Union Square shopping center. A key feature of the new store is its design language, crafted by the renowned architectural studio Vincenzo De Cotiis Architects. The brand expects the new boutique to redefine the customer's discovery and experience journey.

The boutique's design blends contemporary art with the brand's century-old heritage. A brand representative stated, "We will offer a new spatial, visual, and emotional experience, unprecedented in Audemars Piguet's history in Vietnam."

Audemars Piguet Vietnam celebrated the brand's 150th anniversary last year at the new location. *Photo: S&S*

Inside the boutique, Audemars Piguet will display its leading watch collections, creating a space that honors the philosophy and master craftsmanship of watchmakers from the Le Brassus valley. This upgrade and expansion in Vietnam are part of Audemars Piguet's global strategy, aiming to foster deeper connections between collectors and enthusiasts with the brand.

The new boutique is expected to welcome visitors from April, ahead of its official launch in May. In Vietnam, S&S Group is the official distributor for the Audemars Piguet brand.

Quang Anh

Audemars Piguet

Union Square Shopping Center, 53 Le Thanh Ton, Saigon Ward, Ho Chi Minh City.