In today’s luxury watch industry, authenticity and personal engagement have become essential differentiators. Audemars Piguet—still family-owned after four generations—brings this to life in Southeast Asia under the leadership of Stephanie Ng, Chief Executive Officer, Southeast Asia, through immersive concepts like AP House and the brand’s first AP Café in Singapore. In this interview with The Time Place Magazine, she explains how her role shapes these client‑focused initiatives, what she’s learning from Asia’s next-gen collectors, and where Audemars Piguet is headed in the region.
Audemars Piguet remains one of the few luxury watch brands still owned by its founding families. How does this heritage influence your strategy in a market where innovation is key?
Heritage is at the heart of everything we do at Audemars Piguet. Being one of the last family-owned Manufactures gives us the freedom to remain true to our values while constantly pushing the boundaries of innovation. In Southeast Asia, a region where consumers are increasingly sophisticated and forward-thinking, we strike a balance between our storied legacy and bold creativity—crafting experiences and timepieces that speak to both tradition and modernity.
With initiatives like AP House and the world’s first AP Café, the brand is redefining luxury in Singapore. How do these projects deepen client relationships and enhance the overall brand experience?
Luxury today is deeply personal. AP House and the AP Café are about creating spaces that go beyond retail where human connection and meaningful storytelling happen. In Singapore, these initiatives serve as an inviting gateway to the world of Audemars Piguet and have allowed us to engage our clients in a more relaxed and welcoming setting. It’s not just about watches but it’s about building community, celebrating artistry and making people feel at home with the brand, whether they’re seasoned collectors or newcomers. It’s an expression of our commitment to providing a holistic, personalised experience that connects people to the brand in a truly memorable way.
Given the dynamic nature of Southeast Asia’s luxury market, what trends have you observed that are influencing watchmaking today? Are there any standout insights from the Indonesian market?
In Southeast Asia, we see a rapidly expanding middle class and a growing number of wealthy individuals gravitating towards experiential luxury, seeking high-quality, unique, and heritage-rich products. Additionally, there’s a young, emerging collector base that is highly engaged, digitally savvy and eager to learn about the heritage and innovation behind fine watchmaking. As Southeast Asian consumers become more discerning, this offers a compelling opportunity for us to highlight our rich history and savoir-faire. Expanding our physical presence in the region by launching AP House will further enhance in-person engagement, offering not just shopping experiences but also immersive, educational, and experiential opportunities for both watch enthusiasts and newcomers to the brand.
In a market where consumers crave more than just craftsmanship, how do you use storytelling to highlight the technical mastery and creative spirit behind Audemars Piguet’s novelties?
For our 150th anniversary, we wanted to ensure our storytelling remained authentic and intimately connected to who we are. That’s why we placed our own employees at the heart of this year’s campaign, featuring 52 team members as the main characters whose hands, minds, and hearts bring our timepieces to life. By spotlighting them, we transform abstract notions of precision and heritage into authentic human stories that clients can relate to and admire.
The narrative journey extends from our roots in Le Brassus to modern reinterpretations of iconic designs, revealed through immersive content, curated events and intimate conversations with clients. This human-centred approach helps clients understand the creative process, the technical expertise, and the craftsmanship and passion behind each piece, creating an emotional resonance that transforms appreciation into lasting brand affinity.
Audemars Piguet is celebrating 150 years of exceptional watchmaking. As CEO in Southeast Asia, how does this milestone influence your strategic vision for the region?
Celebrating 150 years is a powerful reminder of the legacy we carry and the responsibility we hold for future generations. In Southeast Asia, this milestone inspires us to reflect deeply and think boldly, while staying true to our core values.
My focus is on deepening relationships, nurturing local communities of watch lovers and crafting bespoke experiences that resonate across cultures. It’s about honouring the past while setting the stage for the next chapter of watchmaking excellence in the region—continuing to inspire breakthroughs and ensuring our legacy remains as dynamic as ever.
