Stefanie Ng ebulliently began 2019 as Audemars Piguet's newly-promoted marketing and operations director. The Singaporean never imagined that later in the year she would be appointed regional CEO for Southeast Asia, India and Australia.
"This role as the regional CEO is a progression and an important development in my professional life. One of our priorities now is to focus on the 'People to People' concept. That is taking care of our clients at a level we had never reached before," said Ng, who is based in the Lion City.
Stefanie Ng, Audemars Piguet's CEO for Southeast Asia, India and Australia.
Through its subsidiaries around the world, the Swiss watchmaker can obtain clients' feedback. They were even asked: "What more can we do to elevate your experience with Audemars Piguet?"
Their suggestions led to taking hospitality to the next level at AP Houses in different locations around the world. Last year the brand opened AP House Bangkok located on the 4th floor of Gaysorn Tower.
Designed like a luxurious apartment, it has a kitchen, bar, living room and other facilities, to welcome guests for the unique Audemars Piguet experience, without obligation to buy a watch.
The People to People concept encourages interactions in other ways to build the bond between the brand and its clients.
"It is all about the experience when people get in touch with us -- responding to their evolving needs and expectations, and we can deliver it outside of the usual store environment," said Ng.
"This can take place everywhere, far from the traditional four-wall store concept. We can connect with our clients where they spend their time: on a golf course, in a restaurant, or reach them through one of our nomad ambassadors."
The AP House is a home away from home for Audemars Piguet. The company was founded by Jules Louis Audemars and Edward Auguste Piguet in 1875 in the village of Le Brassus, in the Vallée de Joux. They set on handcrafting unique complicated mechanisms at a time when serial production was looming with the rise of industrialisation.
Still in the hands of the founding families, the manufacture harnesses its independence for unconventional haute horlogerie, demonstrated by the revolutionary steel Royal Oak launched in 1972 and the surprising CODE 11.59 by Audemars Piguet released in 2019.
The acronym stands for Challenge, Own, Dare and Evolve, while 11.59 refers to the minute before the start of a new day, and a new chapter in the company's history.
AP House Bangkok welcomes guests to relax in a contemporary apartment setting.
"Our independence not only enables us to freely invest in the future and think in terms of generations instead of quarterly results, but it also allows us to follow our convictions and forge our own path," said Ng.
"We are committed to advancing our craft, while never losing sight of our origins and ancestral craftsmanship. This uncompromising blend of tradition and forward thinking is at the heart of all that we do. We take great care in crafting watches, paying attention to every detail, but at the same time we don't take ourselves too seriously."
Besides the free-spirited attitude, Audemars Piguet differs from other brands through a strong family spirit that connects employees, clients, artists, ambassadors and friends of the brand. This is reinforced in the People to People concept.
Next year, the regional CEO will celebrate a decade with the independent and family-owned company.
"I think the brand DNA and passion have taught me to keep learning and to work towards mastery. Keep challenging the norms and don't settle to be mediocre," she said.