VI
EN
Luxury watch enthusiasts in Vietnam have just received news that has shaken the luxury market: The legendary Swiss watchmaker Audemars Piguet has officially chosen Ho Chi Minh City as its next destination in its global expansion strategy.
The launch of the brand-new boutique space at Union Square building is a testament to the increasingly important position of the Vietnamese market on the world Haute Horlogerie map. This is the result of a strategic partnership between Audemars Piguet and S&S Group, a leading and reputable distributor of luxury goods in the country.
The impressive appearance of the Audemars Piguet boutique in Ho Chi Minh City.
Located in the heart of a bustling economic hub, Union Square is renowned as a haven for upscale lifestyle experiences. Spanning an area of 276 m², it boasts a spacious interior.2With its incredibly impressive open-plan design, this boutique is not only a showcase for million-dollar timepieces but also a work of contemporary architecture, telling the story of centuries-old heritage from the remote Jura Valley to the vibrant spirit of the South.
Design language: A meeting of Swiss nature and contemporary architecture.
Under the masterful hand of Vincenzo De Cotiis Architects, in collaboration with the brand's in-house team of architects, Audemars Piguet's new space at Union Square is a symphony between time, nature, and mechanical craftsmanship.
Inspired by the pristine landscapes of the Jura Mountains – the cradle of Swiss watchmaking – this space evokes a sense of both grandeur and warmth. Each material is meticulously selected to recreate the ecosystem of the Vallée de Joux region: from exquisite wooden walls symbolizing ancient forests, frosted glass reminiscent of winter ice formations, to metals with a flowing effect like streams meandering through rocky crevices.
After Chengdu, this is the second space in the world to adopt the new global design language.
The interior space, with its wooden details, creates a contemporary atmosphere.
The intriguing contrast between the material surfaces creates an atmosphere of luxury while maintaining the necessary intimacy. A striking visual highlight is the state-of-the-art LED display system, extending from the facade to the interior. Vivid footage showcases the masterful craftsmanship and cultural universe of the brand, allowing customers to not only view the watches but also immerse themselves in a multi-sensory visual experience. This meticulous attention to architectural detail perfectly aligns with Audemars Piguet's production philosophy.Precise and delicate in every detail..
The journey of discovery at the Audemars Piguet Union Square boutique is designed in layers of emotion, beginning right from the artistic display windows at the facade. Upon entering, visitors are guided along a central walkway with warm, patterned wooden floors, beneath a shimmering, light-reflecting liquid metal ceiling. In the lobby area, luxurious armchairs combined with frosted glass partitions resembling cascading waterfalls create a tranquil space where customers can leisurely admire the art.
The heart and soul of the boutique lies in its metal structures, mimicking tree trunks that soar from floor to ceiling. Each branch is adorned with crystal display cases showcasing historical and contemporary timepieces, creating the illusion that these time machines are suspended in mid-air. The 'Black Cosmic' stone backdrop, with its gold and silver veins, evokes the passage of time, adding profound depth to the main display area. For collectors seeking more privacy, the Private Lounge on the upper floor is the ideal setting for in-depth conversations, where a passion for mechanics and art is shared in absolute silence and discretion.
In a world moving towards green living values, Audemars Piguet has pioneered placing sustainability at the core of its new boutique design. This is not just a slogan, but a real commitment as the brand aims to achieve LEED ( Leadership in Energy and Environmental Design) Gold or Platinum certification for its new spaces. All materials are carefully selected to ensure optimal durability and minimize the ecological footprint.
The lighting and air conditioning systems at Union Square are engineered for maximum energy efficiency while ensuring ultimate comfort for customers and staff. Audemars Piguet not only creates timeless timepieces but also builds spaces that are in harmony with the planet.
