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The design language celebrates time, nature, and mechanical craftsmanship.
Located in Union Square, Ho Chi Minh City's luxury shopping district, Audemars Piguet's new boutique not only expands the brand's presence in Southeast Asia but also offers an experience steeped in Swiss craftsmanship. Spanning 276 square meters and featuring a split-level design, the boutique is a fusion of contemporary architecture and watchmaking heritage.
The new Audemars Piguet boutique is located in the Union Square building, Ho Chi Minh City.
The space was designed by Vincenzo De Cotiis Architects in collaboration with the in-house team at Audemars Piguet. Italian architect Vincenzo De Cotiis appeared on Architectural Digest's annual list of the world's top 100 architects in 2021, described as "following in the footsteps of Italian masters such as Gio Ponti and Carlo Scarpa." He is also a contemporary artist with works exhibited in museums and major exhibitions such as the 2019 Venice Biennale, belonging to the "Collectible Design" aesthetic movement.
Inspired by the Jura Mountains and Vallée de Joux – the birthplace of the brand – the boutique utilizes a variety of materials such as flowing metal, natural stone, frosted glass, and handcrafted wood to celebrate craftsmanship traditions and the passage of time throughout the entire space.
The harmonious interplay of materials seems to bring the very breath of forests, streams, ice, and rocks into the heart of the city. The blend of flowing metal, solid stone, frosted glass, artistic wooden floors, and exquisitely crafted wood-paneled walls creates an intriguing contrast on the surfaces, establishing a space that is both luxurious and cozy. Every detail is meticulously crafted—much like the way a time machine is made.
Audemars Piguet welcomes its second boutique worldwide, featuring a completely new design language, which has just opened at Union Square, Ho Chi Minh City.
A profound experience centered around the art of craftsmanship.
From the storefront, the boutique opens with art displays showcasing the brand's creative spirit and craftsmanship. Inside, a central walkway with patterned wooden floors and a light-reflecting metal ceiling guides visitors through various layers of space. The lounge area features luxurious armchairs and frosted glass partitions reminiscent of flowing water, creating a relaxing and private atmosphere.
The new boutique draws inspiration from the pristine, majestic natural landscapes of the Swiss Jura Mountains, combined with contemporary architecture.
The focal point is in the center, where sculpted metal tree trunks, shaped into angular forms, rise from floor to ceiling, supporting display cases showcasing historical and contemporary watches, creating the effect of timepieces suspended in mid-air. Behind them is a "Black Cosmic" stone wall with silver and gold veins, a testament to time, adding depth and contrast to the entire space.
On the upper floor, a private lounge offers collectors a space for intimate conversations and in-depth watchmaking experiences.
Commitment to sustainability in all activities.
Sustainability is a core principle in the design of Audemars Piguet's new boutiques. The brand aims to achieve LEED Green Building Certification (Gold or Platinum) for its new boutiques globally, striving for high standards in energy efficiency, environmentally friendly materials, and user health.
The materials in the boutique are carefully selected to ensure long-term durability and minimize environmental impact. Lighting, air conditioning, and architectural solutions are all optimized for energy efficiency while maintaining the timeless beauty of the space. Audemars Piguet also prioritizes the experience of visitors and staff throughout the entire design process.
The boutique's grand opening ceremony took place on May 14, 2026, with the attendance of Ms. Stefanie Ng - Managing Director of Audemars Piguet Southeast Asia, Mr. Oliviero Bottinelli - Member of the Board of Directors of Audemars Piguet, and Ms. Nguyen Thuy Huong - Representative of S&S Group.
Representatives of the Audemars Piguet brand and dealership cut the ribbon to inaugurate the new boutique in Ho Chi Minh City (From left: Ms. Stefanie, Mr. Oliviero Bottinelli and Ms. Nguyen Thuy Huong).
From Le Brassus to Ho Chi Minh City and beyond.
Founded in 1875 by Jules Louis Audemars and Edward Auguste Piguet in Vallée de Joux, Audemars Piguet originated in an isolated mountainous region of Switzerland – a place renowned for its intricate watchmaking traditions. The harsh climate and long winters led the local population to develop numerous crafts, including metallurgy and watchmaking.
For generations, families in Vallée de Joux have passed down exquisite craftsmanship, laying the foundation for the Swiss luxury watchmaking industry. Both the Piguet and Audemars families have a long history of connection to this region before jointly founding the Audemars Piguet brand in the late 19th century.
To this day, the brand remains owned by the founding families. Descendants of the Audemars, Piguet, Golay, and Lecoultre families continue to manage and preserve the brand's traditional watchmaking heritage. Throughout its development, Audemars Piguet has marked many important milestones, such as the introduction of the Royal Oak and the ultra-thin perpetual calendar movements.
Following Chengdu, Ho Chi Minh City is the second location in the world to apply this new boutique design language. In the future, the boutique model will continue to be implemented in Kuala Lumpur, Bangkok, Hangzhou, Abu Dhabi, Bal Harbour, and Mumbai to bring the in-depth watchmaking experience closer to global enthusiasts.
In 2024, representatives from the four watchmaking families of Golay, Lecoultre, Audemars, and Piguet (from left to right) were present on the Board of Directors of Audemars Piguet, photographed at the brand's Musée Atelier.
