Audemars Piguet Hong Kong AP House Visit

GLau · 2025-02-24T16:22:01Z

Explore the Audemars Piguet House in Hong Kong's Henderson building. GLau reviews the luxurious experience, architectural design, and exclusive Royal Oak models.

GLau

WPS member · Audemars Piguet forum

20 replies4690 views26 photos

GLau's recent visit to the Audemars Piguet House in Hong Kong offers a compelling look into the brand's evolving retail strategy and luxurious client experience. His detailed account, complete with stunning photography, highlights the architectural marvel of The Henderson building and the exclusive atmosphere within the AP House. This post is particularly relevant for collectors interested in the brand's direct-to-consumer model and the immersive environments created for its clientele.

The Henderson was a wonderful experience in all aspects ! Many thanks to Vincent for arranging ! The Henderson was designed by Zaha Hadid Architects, inspired by the Bauhinia flower (official flower for Hong Kong), and built apparently for US$2bn. In addition to the building, which is a high end grade A commercial building, the design of the AP House was a WOW WOW WOW. More spacious than the previously one, this House has an impressive VIP room, speakeasy room and a very well stocked bar. Instead of binge drinking, we had coffee and delicious french chocolate, while enjoying the spectacular view.

Since I was paying homage to AP, naturally I was double-wristed with my ROs ! Saw two interesting pieces. With a great heft with white gold, the Jumbo Extra-Thin Openworked is a real chimer and was love at first sight. Another immediate love was the more flashy piece in rose gold which has a special twist with purple inner ring. Availability of both was of course the BIGGEST issue. The ROO has an interesting bezel and rubber band with an intricate and lovely pattern. Which one(s) do you like ?

Hopefully I will get the opportunity to visit the AP House in Macau and in Singapore in the near future !

The Henderson is in the middle of the concrete jungle but next to a lovely park

Paying homage to

Delicious 😋 APs

The PERFECT RO family (in my dreams 😴)

16204BC 👆

15467OR👆

Subtle and vital purple ring 👍

77605OK👆

THE grand entrance👆

Drunk just looking 👀 at the bar 👆

Speakeasy room 👆

A different kind of foosball table

Huge table for a GTG conference

VIP room

Dessert for dinner 🤪

Dessert cart

Friendly and helpful staff

Key Points from the Discussion

Audemars Piguet's shift to an in-house distribution model, utilizing AP Houses as high-end commercial spaces rather than traditional ground-floor retail, allows the brand to retain 100% of sales profits. This strategy also enables them to host exclusive customer events, provide service, and build relationships, though it requires carrying more stock and front-line staff costs.
The significant investment in luxurious AP House locations like The Henderson suggests that Audemars Piguet's profit margins are likely higher than commonly perceived, especially with the current high demand for their products.
The Hong Kong AP House is praised for its impressive design, spectacular views, and exceptional hospitality, including unique amenities like a Christofle-branded chocolate trolley.
GLau's post showcases two particularly striking Audemars Piguet Royal Oak models: the Jumbo Extra-Thin Openworked in white gold (Ref. 16204BC) and a rose gold piece with a distinctive purple inner ring (Ref. 15467OR), both noted for their immediate appeal despite significant availability challenges.

The Discussion

pfang56

Feb 24, 2025

Thanks so much for sharing this - Just superb! Peter

TeutonicCarFan

Feb 24, 2025

I can’t imagine seeing a structure like that! A lot of amenities and real estate by the AP team, makes me think margins seem to be likely better than I thought 😂 my favorite ap is the royal oak pc with light blue dial what a beauty.

quattro

Feb 24, 2025

Thanks for sharing, Gordon.

edo.k

Feb 25, 2025

They will not be prepared how much chocolate I can eat...

Esharp

Feb 25, 2025

They’ve brought distribution back in house. So they now get 100% of each sale, rather than selling at wholesale to a dealer. And the ‘Houses’ are expensive commercial / office space, not more-expensive ground-floor retail space - which they can use for customer events, service, general relationship-building AND retail sales. The only downside for AP as a business is that they can’t spread the risk by foisting stock onto distributors / retailers (and they have to carry the cost of more front-line

Esharp

Feb 25, 2025

Was a privilege visiting with you. The AP House HK is impressive for sure…and the views also ain’t bad! Lovely staff and hospitality. I need one of those Christofle-branded chocolate trolleys in my life… 😋 Best E.

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