The AP House opens Bangkok branch
THE SWISS MAISON INVITES CUSTOMERS TO EXPERIENCE THE BRAND IN A LUXURIOUS APARTMENT-LIKE SETTING IN GAYSORN TOWER
Last October, Audemars Piguet CEO François-Henry Bennahmias was in Bangkok to provide input on a big project — the first AP House in Southeast Asia. Due to the Covid-19 pandemic, the opening of the AP House Bangkok, located on the 4th floor of Gaysorn Tower, was delayed until this month.
“Thai people, both men and women, are very into high-end mechanical and jewellery watches,” Bennahmias said. “We wanted to offer them the best experience. So, when we thought of opening a second boutique in Bangkok, instead of going to another shopping mall, we decided to open an AP House.”
Since the launch of the concept in 2018, the AP House has opened its doors in different locations around the world, such as Milan, New York, Madrid, London, Munich and Hong Kong.
Each house is not an exact “copy and paste”, the French CEO noted, and there are local touches to the interior design.
Thai artworks complement contemporary architecture of the AP House Bangkok, which spans 500m². All the materials, such as wood and stone, are related to the brand’s origin in the Vallée de Joux, in Switzerland’s Jura Mountains.
“We imagined what it would be like if Jules Louis Audemars and Edward Auguste Piguet — at the age of 25 — were living in today’s world. What would they do, and how would they live?
“They wouldn’t only stay in the Vallée de Joux. They would travel around the world, embrace local cultures, and have an apartment or a house in different cities. So the concept of the AP House is about how the founders would imagine their home away from home in multiple locations on the planet.”
Known as the cradle of complicated watches, the Vallée de Joux has been home to the brand since 1875. Watchmakers Audemars and Piguet established their workshop in the remote village of Le Brassus, and this is recalled in the new campaign, “Born in Le Brassus, raised around the world”.
The brand’s mottos previously included, “To break the rules, you must first master them”, which is demonstrated throughout its haute horlogerie in creating the Royal Oak, the first luxury steel timepiece, in the 1970s; and last year’s launch of a new watch family, CODE 11.59 by Audemars Piguet.
The acronym stands for Challenge, Own, Dare and Evolve, which is further reflected in Audemars Piguet’s marketing and client relationship.
The historic maison takes hospitality to a new level at its AP Houses, which welcomes guests to relax, reflect, connect or disconnect in a contemporary apartment setting.
The first AP House in Asia is in Central, Hong Kong, on the 21st floor of H Queen’s art and lifestyle centre.
“Thanks to word of mouth, people do come to visit AP House Hong Kong. We don’t get the traffic that we get in a mall, obviously, but the guests take the time to come and see us and discover the brand. It’s a qualitative moment,” he said. “They can invite friends for lunch, organise a business meeting, and there’s no obligation to buy a watch. You can take a seat, relax and chill out, if that’s how the mood takes you.”
Fast cars met fashion for the “Lamborghini Street Masterpiece” event, held recently by Apichat Leenutaphong, CEO of Renazzo Motor, sole dealer and after-sales service provider for Lamborghini automobiles in Thailand.
Located on Vibhavadi Rangsit Road, the brand’s showroom depicted street culture through bold colours, graffiti and a contemporary art exhibition.
By renowned Thai artist BigDel, the graffiti was inspired by Lamborghini’s iconic colour scheme as well as its hexagon patterns and Y-shaped lines.
Along with Aventador SVJ, Huracán EVO and Huracan Performante Spyder supersports cars, it made a vibrant backdrop for a fashion show featuring edgy outfits by Thai street fashion brands Carnival, La Boutique, Pony Stone, Takara Wong and Wonder Anatomie.
Rapper Twopee Southside also took the runway while Atom performed in a mini concert at the after party.
Guests included Visrut Rangsisingpipat, Surachet Worawongwasu, Vachira Jitsakdanont and Matunart Sosothikul as well as Hansa and Wichian Kusolmanomai.
Donning chic streetwear, Araya A. Hargate made a special appearance as the first official Lamborghini’s brand ambassador for Thailand.