Inside Audemars Piguet’s AP House Singapore, where watches are only part of the experience

At Raffles Singapore, the Swiss watchmaker has created a space where watches share the spotlight with food, design, hospitality and conversation.

In partnership with Audemars Piguet

For Audemars Piguet Southeast Asia CEO Stefanie Ng, AP House Singapore is about creating connections that go beyond a sales transaction. (Photo: Gingerroti House)

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If Swiss watchmaking has traditionally prized discretion and restraint, Audemars Piguet has often seemed happy to loosen the tie a little. Still impeccably pedigreed, but more inclined to march to the beat of its own drum, wear something conversation-starting to the party and mingle with artists, athletes and celebrities.

Still impeccably bred, obviously. But perhaps more inclined to march to the beat of his own drum, wear conversation-sparking fits to the party and hobnob with celebrities, athletes, A-listers and assorted heavy hitters all night.

Its watches have appeared on the wrists of everyone from BTS’s J-Hope and Seventeen’s Mingyu to Thai stars Win Metawin and Bright Vachirawit.

Audemars Piguet has never been shy about stepping outside haute horlogerie’s comfort zone. This is, after all, the watchmaker that helped make the stainless steel luxury sports watch – in the form of the Royal Oak – desirable at a time when precious metals dominated high-end watchmaking.

Stefanie Ng, CEO of Audemars Piguet Southeast Asia. (Photo: CNA/Aik Chen)

Naturally, when the brand decided to plant a new flag in Singapore in 2025, it didn’t simply open another boutique; it built itself a house. And rather than Orchard Road or Marina Bay Sands, it chose the historic Raffles Singapore.

The brand transformed the historic Bar & Billiard Room at Raffles Singapore into AP House, filling the space with art, private salons and greenery. A vast LED screen evokes the Swiss Jura, where Audemars Piguet has its roots, while the world’s first AP Cafe brings food into the mix through a collaboration with Burnt Ends.

Then it started inviting people over.

One year after its launch, AP House Singapore has become something of a physical manifestation of the watchmaker’s broader ambitions. More than a place to discover its watches, it is part clubhouse, part hospitality concept and part immersive brand theatre.

The bar at AP House Singapore is one of several hospitality spaces designed to encourage visitors to linger. (Photo: Gingerroti House)

Stefanie Ng, CEO of Audemars Piguet Southeast Asia, described it this way: “AP House creates a shared sense of home – a place where people can connect with the brand, with Singapore, and with one another.”

Sure, there are watches. But there is also coffee, food, events and conversation. It feels a little like a members’ club, except this one is open to the public. You can pop in for a look, although it is best to make an appointment if you want to browse the collections and try on a watch.

WHY SINGAPORE GOT THE HOUSE

AP House Singapore brings together the historic character of Raffles Singapore’s Bar & Billiard Room with a softer, more residential approach to luxury watch retail. (Photo: Gingerroti House)

Singapore was not a random choice for the AP House concept.

The city is home to an engaged community of watch collectors, while its role as a regional hub for business, culture and hospitality gives it broader appeal. Ng also pointed to Singapore’s ability to embrace innovation while retaining a strong appreciation for heritage – qualities she believes reflect Audemars Piguet’s own philosophy.

More broadly, the opening reflects the growing importance of Southeast Asia to the brand. AP House Singapore serves as both a regional flagship and a statement of intent: The traditional luxury boutique, with its glass display cases and formal retail setting, is no longer the only way a watchmaker can meet its customers.

But of course the location needed some history of its own. Enter the Bar & Billiard Room, a storied part of Raffles Singapore with a history stretching back more than a century.

A tiger motif on the carpet beneath the billiard table at AP House Singapore recalls one of Raffles Singapore’s best-known stories – the tiger that took refuge under the Bar & Billiard Room in 1902. (Photo: Gingerroti House)

It could simply have set up shop, put its logo on the wall and called it a day. Instead, Audemars Piguet took a more considered approach. “Every design choice had to feel respectful of the Bar & Billiard Room’s character while still expressing the world of Audemars Piguet,” said Ng.

The result is a dialogue between past and present, with original architectural details preserved alongside contemporary references to Le Brassus, the village in the Swiss Jura where Audemars Piguet was founded in 1875.

As an homage to the original space, a billiard table now sits at the centre of the room, with a tiger motif woven into the rug beneath it. The tiger is a nod to one of Raffles’ most famous stories: In 1902, a tiger that had escaped from a nearby travelling circus took refuge beneath the then-elevated Bar & Billiard Room, where it was eventually shot.

WHEN A SWISS WATCHMAKER GOES TROPICAL

Watches remain central at AP House Singapore, but the space is also designed around hospitality, social interaction and a more relaxed way of experiencing the brand. (Photo: Audemars Piguet)

Step inside AP House Singapore and you will not find the brightly lit, formal atmosphere often associated with luxury watch retail.

Instead, the interiors feel warm and residential, with wood, marble and locally sourced timber. Seven-metre-high arched windows flood the space with natural light. Muted greens and gold accents nod, in part, to Singapore’s identity as a City in Nature, while a large LED screen overhead depicts the changing seasons around Lac de Joux in Switzerland.

The intention, Ng said, was to “create a poetic way of linking our origins in Switzerland with the experience of AP House Singapore”. Just as importantly, the design had to make people want to linger.

Enter the private lounges, with plush sofas and armchairs made for reading, lounging and conversation. There is a billiard table for a game with a friend – or perhaps a stranger who soon becomes one – as well as a communal dining table, a staffed bar and, of course, the cafe.

The private salon at AP House Singapore offers a more intimate setting within the Raffles Singapore space. (Photo: Gingerroti House)

It hardly resembles a boutique. It feels more like the home of that entrepreneurial brother from the beginning – the one with excellent taste and an inordinate number of interesting people dropping by.

Ng said AP House was conceived as “a place where collectors, connoisseurs, and AP enthusiasts can discover the brand, experience Singapore, and feel part of a community that is both deeply local and truly connected to the world.”

Whatever you make of the aesthetics, the broader idea is clear: The brand is creating a space where its relationship with visitors does not have to begin and end with a sales transaction.

The AP Cafe is conceived as an initial gateway to the world of watchmaking for newcomers. (Photo: Audemars Piguet)

If AP House was designed to encourage visitors to stay awhile, the world’s first AP Cafe gives them a particularly good reason to.

This is, after all, the appeal of F&B in retail. You may admire a handbag, covet a watch or stare lovingly at a diamond necklace. But eventually, you leave the store.

Offer someone a coffee, lunch or a pastry, however, and suddenly they are sitting down, lingering, talking and comparing notes – spending considerably longer inside that carefully constructed brand universe than it takes to try on a watch.

Luxury brands have increasingly expanded beyond traditional retail into restaurants, cafes and other hospitality concepts. The idea is simple: Give visitors another reason to spend time in a brand’s world, even when they are not there specifically to shop.

The food programme at AP Cafe is helmed by one-Michelin-starred Burnt Ends, adding a culinary dimension to AP House Singapore. (Photo: Audemars Piguet)

What distinguishes Audemars Piguet’s approach is that it comes from a watchmaker. Open to the public, AP Cafe offers a relatively informal way into the world of the brand.

That accessibility is notable in a category where exclusivity remains part of the appeal. “The idea of AP Cafe was inspired by the belief that hospitality can create a deeper and more emotional connection with the brand. Singapore is a true food city, and gastronomy is such a natural part of how people gather, share, and experience culture here. As someone who personally enjoys food, I also felt it was meaningful to express Audemars Piguet through this very Singaporean lens,” said Ng.

In other words, Audemars Piguet would still very much like you to admire its watches. But if you would rather start with a coffee, that works too.

ONE YEAR LATER: ARE PEOPLE ACTUALLY USING THE HOUSE?

The corridor at AP House Singapore features an LED ceiling inspired by the changing seasons around Lac de Joux in Switzerland. (Photo: Gingerroti House)

The real test of any experiential retail concept is what happens after the launch party. Do people come back?

According to the brand, many do. AP House says visitors are returning not simply to purchase watches but to attend events, meet fellow collectors, catch up with friends or spend time in the space.

A private salon, exclusively devoted to music. (Photo: Audemars Piguet)

For Ng, the strongest validation has been seeing how guests use the House. “Guests use the space in a natural and personal way: meeting friends, joining conversations, sharing perspectives, or simply enjoying time in an environment that feels warm and familiar. That is when AP House truly becomes more than a space – it becomes a community.”

Stefanie Ng, CEO of Audemars Piguet Southeast Asia, says the strongest sign of AP House Singapore’s success is seeing guests use the space naturally – to meet, talk and spend time together. (Photo: CNA/Aik Chen)

It may sound like the sort of thing luxury brands routinely say about experiential spaces. But it also gets to the heart of why concepts like AP House have gained traction.

Luxury brands have long relied on scarcity to create desire. Today, the challenge is more complicated. They still need to protect exclusivity while remaining culturally relevant, appeal to younger audiences without alienating established collectors, and give people a reason to visit physical spaces when so much of the discovery process now happens online.

Ng believes today’s luxury clients are more informed and often begin their journey online before seeking out a physical experience.

“AP House offers what digital platforms cannot: Atmosphere, human warmth, social interaction, and a sense of belonging,” she explained. “It allows clients to experience Audemars Piguet not only as a brand they follow online, but as a world they can step into, feel, and become part of.”

That thinking is likely to become increasingly relevant as Audemars Piguet expands its footprint across Southeast Asia, including in Ho Chi Minh City, Kuala Lumpur and Bangkok. Further afield, Sydney is also planned for 2027.

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在新加坡莱佛士酒店，这家瑞士制表商打造了一个让腕表与美食、设计、待客之道和交流互动共同成为焦点的空间。

与爱彼合作

对于爱彼东南亚首席执行官Stefanie Ng而言，爱彼新加坡精品店的意义在于建立超越销售交易的深厚联系。（图片：Gingerroti House）

这段音频由人工智能工具生成。

如果说瑞士制表业历来崇尚低调和克制，那么爱彼似乎更乐于打破常规。它依然拥有无可挑剔的血统，但更倾向于特立独行，佩戴一些能引发话题的腕表出席派对，并与艺术家、运动员和名人交往。

显然，他依然出身名门。但或许他更倾向于特立独行，穿着引人注目的服装参加派对，整晚与名人、运动员、一线明星和各界名流觥筹交错。

从 BTS 的 J-Hope 和 Seventeen 的 Mingyu 到泰国明星 Win Metawin 和 Bright Vachirawit，许多人的手腕上都出现过它的手表。

爱彼表向来勇于突破高级制表业的传统界限。毕竟，正是这家制表商，在贵金属主导高端制表业的年代，凭借皇家橡树系列，将不锈钢豪华运动腕表推向了市场。

爱彼东南亚区首席执行官吴思雯。（图片：CNA/陈爱克）

当然，当该品牌决定在2025年于新加坡开设新店时，它并没有简单地开设一家新店，而是建造了一座属于自己的“大厦”。而且，它没有选择乌节路或滨海湾金沙，而是选择了历史悠久的新加坡莱佛士酒店。

爱彼将新加坡莱佛士酒店历史悠久的酒吧及台球室改造为AP House，以艺术品、私人沙龙和绿植装点空间。一块巨大的LED屏幕展现了爱彼的发源地——瑞士汝拉山脉的风情，而全球首家AP咖啡馆则与Burnt Ends餐厅合作，将美食融入其中。

然后它就开始邀请人们过来。

开业一年后，AP House Singapore 已成为这家制表商宏大愿景的实体体现。它不仅是探索腕表的场所，更是一个集俱乐部、酒店式服务以及沉浸式品牌体验于一体的综合空间。

新加坡AP House酒店的酒吧是众多旨在鼓励游客久留的招待场所之一。（图片：Gingerroti House）

爱彼东南亚首席执行官 Stefanie Ng 这样描述道：“AP House 营造了一种共同的家的感觉——一个人们可以与品牌、新加坡以及彼此建立联系的地方。”

当然，这里出售腕表。但这里也提供咖啡、美食、活动和交流。感觉有点像会员俱乐部，只不过这家俱乐部对公众开放。您可以随时进去参观，不过如果您想浏览所有系列并试戴腕表，最好提前预约。

为什么新加坡获得了众议院？

AP House Singapore 将新加坡莱佛士酒店酒吧及台球室的历史底蕴与更为柔和、更具居家氛围的奢华腕表零售体验完美融合。（图片：Gingerroti House）

选择新加坡作为AP House的设计理念并非偶然。

这座城市拥有一个活跃的腕表收藏家群体，同时作为区域商业、文化和酒店业中心，也使其更具广泛的吸引力。吴女士还指出，新加坡既能拥抱创新，又能保持对传统的深刻尊重——她认为这些特质与爱彼的品牌理念不谋而合。

更广泛地说，此次开业体现了东南亚市场对该品牌日益增长的重要性。AP House Singapore既是区域旗舰店，也是品牌战略的宣言：传统的奢侈品精品店，配以玻璃展示柜和正式的零售环境，已不再是制表商与顾客见面的唯一途径。

当然，这个地方本身也需要一些历史底蕴。走进酒吧和台球室，这里是新加坡莱佛士酒店一个历史悠久的地方，拥有超过一个世纪的历史。

新加坡AP House台球桌下方的地毯上印有老虎图案，这让人想起新加坡莱佛士酒店最著名的故事之一——1902年，一只老虎躲藏在酒吧和台球室的下面。（图片：Gingerroti House）

爱彼表本可以简单地开店，把标志贴在墙上就完事了。但他们却采取了更为周全的做法。“每一个设计选择都必须既尊重酒吧和台球室的风格，又能展现爱彼表的世界，”吴先生说道。

其结果是在过去与现在之间展开的对话，既保留了原始的建筑细节，又融入了对瑞士汝拉山脉勒布拉苏村的当代元素，爱彼表于 1875 年在此创立。

为了向原址致敬，房间中央摆放着一张台球桌，桌下的地毯上织入了老虎图案。老虎图案取材于莱佛士最著名的故事之一：1902年，一只从附近巡回马戏团逃脱的老虎躲藏在当时地势较高的酒吧兼台球室下方，最终在那里被射杀。

当瑞士制表师涉足热带地区

在爱彼新加坡旗舰店，腕表依然是核心，但空间设计也兼顾了热情待客、社交互动以及更为轻松的品牌体验方式。（图片：爱彼）

走进新加坡 AP House，你不会感受到奢侈手表零售店通常给人的那种灯火通明、正式的氛围。

相反，室内设计温馨舒适，充满居家气息，大量运用木材、大理石和当地取材的木材。七米高的拱形窗户让自然光线洒满整个空间。柔和的绿色和金色点缀，部分呼应了新加坡“自然之城”的称号，而头顶的大型LED屏幕则播放着瑞士汝湖周边四季的景色。

吴先生表示，其目的是“以诗意的方式将我们在瑞士的渊源与新加坡AP House的体验联系起来”。同样重要的是，设计必须让人流连忘返。

步入私人休息室，映入眼帘的是舒适的沙发和扶手椅，是阅读、休憩和交谈的理想场所。这里还有一张台球桌，可以和朋友切磋球技——或许还能与一位陌生人迅速成为朋友——此外，这里还有一张公共餐桌、一个配备服务员的酒吧，当然，还有咖啡厅。

AP House Singapore的私人沙龙在新加坡莱佛士酒店内营造出更为私密的氛围。（图片：Gingerroti House）

它几乎不像是一家精品店。感觉更像是那位从一开始就很有创业精神的兄弟的家——他品味极佳，而且总有许多有趣的人光顾。

Ng表示，AP House的构想是“一个收藏家、鉴赏家和AP爱好者可以发现该品牌、体验新加坡并感受到自己是既具有浓厚本土特色又与世界真正联系在一起的社区的场所”。

无论你如何看待这种美学，其更广泛的理念是明确的：该品牌正在创造一个空间，在这个空间里，它与访客的关系不必以销售交易开始和结束。

爱彼咖啡馆旨在为新手开启通往制表世界的大门。（图片：爱彼）

如果说AP House的设计初衷是为了鼓励游客多待一会儿，那么世界上第一家AP咖啡馆则给了他们一个特别好的理由。

毕竟，这就是餐饮零售的魅力所在。你或许会欣赏一款手提包，垂涎一块手表，或者深情地凝视一条钻石项链。但最终，你还是会离开商店。

然而，如果你请别人喝杯咖啡、吃顿午餐或吃点糕点，他们就会立刻坐下来，流连忘返，聊天交流，交换意见——在这个精心构建的品牌世界中花费的时间，远远超过试戴一块手表所需的时间。

奢侈品牌已逐渐从传统零售领域拓展至餐厅、咖啡馆和其他餐饮服务场所。其理念很简单：即使顾客并非专程前来购物，也要为他们提供在品牌世界中停留的理由。

AP Cafe的餐饮项目由米其林一星餐厅Burnt Ends掌勺，为AP House Singapore增添了美食维度。（图片：爱彼）

爱彼的独特之处在于它出自制表商之手。AP Cafe面向公众开放，提供了一种相对轻松的方式来了解这个品牌的世界。

在高端腕表领域，尊贵感依然是吸引消费者的重要因素，而AP Cafe的亲民性则显得尤为突出。“AP Cafe的理念源于我们相信，热情周到的服务能够与品牌建立更深层次、更丰富的情感联系。新加坡是名副其实的美食之都，美食早已融入人们的日常生活，成为他们聚会、分享和体验文化的重要组成部分。作为一名美食爱好者，我也觉得通过这种极具新加坡特色的视角来诠释爱彼品牌意义非凡。”Ng说道。

换句话说，爱彼依然非常希望您能欣赏他们的腕表。但如果您更想先喝杯咖啡，那也完全没问题。

一年后：真的有人在住这栋房子吗？

新加坡AP House的走廊天花板采用LED设计，其​​灵感源自瑞士汝湖周边四季的变幻。（图片：Gingerroti House）

任何体验式零售概念的真正考验在于开业派对之后的情况。人们还会再来吗？

据该品牌称，确实有很多人这样做。AP House表示，访客们重返这里不仅仅是为了购买腕表，而是为了参加活动、结识其他收藏家、与朋友叙旧或在空间里消磨时光。

一个专属音乐的私人沙龙。（图片：爱彼）

对吴女士而言，最有力的验证莫过于看到客人们如何使用这栋房子。“客人们以自然而个性化的方式使用这个空间：与朋友会面、参与对话、分享观点，或者只是在一个温馨熟悉的环境中享受时光。这时，AP House 才真正超越了空间的范畴，成为一个社区。”

爱彼东南亚首席执行官Stefanie Ng表示，爱彼新加坡精品酒店成功的最佳标志是看到宾客们自然而然地使用这个空间——会面、交谈、共度时光。（图片：CNA/Aik Chen）

这听起来像是奢侈品牌经常用来形容体验空间的那种说辞。但它也触及了像AP House这样的概念能够获得成功的核心原因。

奢侈品牌长期以来都依靠稀缺性来激发消费者的渴望。如今，挑战更加复杂。它们既要保持独特性，又要与时俱进；既要吸引年轻消费者，又不能疏远老牌收藏家；而且，在如今大部分产品发现过程都发生在网上的情况下，还要让人们有理由光顾实体店。

Ng认为，如今的奢侈品客户更加了解情况，他们通常会先在网上开始选购，然后再寻求实体体验。

她解释说：“AP House 提供了数字平台无法提供的体验：氛围、人情味、社交互动和归属感。它让客户不仅能在线上关注爱彼 (Audemars Piguet) 这个品牌，更能将爱彼体验为一个他们可以走进、感受并融入的世界。”

随着爱彼表在东南亚地区（包括胡志明市、吉隆坡和曼谷）不断拓展业务，这种思路可能会变得越来越重要。此外，爱彼表还计划于2027年进驻悉尼。

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