The AP House opens Bangkok branch

The AP House is not a retail store, he emphasised, and the one in Bangkok has a kitchen, a bar, a living room and other facilities. The luxurious apartment can be a venue for organising wedding proposals or anniversaries, birthdays or baby shower parties and other events.

The concept was created in collaboration with some of the manufacture’s clients and answers the question: “What more can we do to elevate your experience with Audemars Piguet?”

“Over the last nine years, business has grown thanks to the increasing number of clients and the momentum that the brand is experiencing, but also to the shift from our previous wholesale strategy to our current retail business model with less multi-brand retailers. We want to get closer to end-customers, to connect directly with them and learn of what we have done right or wrong. Through their feedback, we can adapt and better respond to the clients’ needs.”

A former professional golfer, Bennahmias worked in the luxury fashion world before switching to the watch industry in 1994. The CEO since 2013, he aspires to take Audemars Piguet to the next level in terms of client relationship.

“Today, we have not seen the last evolution of retailing. Beyond selling watches, we need to deliver great services. The staff will undergo training in hospitality in order to deliver an impressive AP House experience,” he said. “If you stop by the house before going to the airport, we want to be able to take care of everything, from a cup of cappuccino and your luggage to airport transfer and other requests. We want the client to be able to appreciate how good we have taken care of them — this is what matters most.”