New AP café in Singapore.

[Paul C]

Will be integrated with AP House Singapore.

Here are some pics (I haven't been).

[brandrea]

That looks very lux

[supernova]

Bit of a weird one and strange direction they are taking with this one...

I can somewhat understand brands like LV and Dior opening cafes since they are quite diversified in their products, but a watch only brand opening a cafe seems very random?

[ButtButt]

I visited a few days ago, great space in a historic building. The watch and strap wall were cool and the service from the staff there was on point. I don't drink but I hear they will serve you free flow of the good stuff if you want.

They served us food and snacks/pastries and coffee, so I wasn't 100% sure why the cafe was next door. Perhaps it's for when you want an actual full meal? I was told they have their own kitchen below for hosting dinners and such and the cafe itself is run by Burnt Ends.

Having a cafe and chill/hangout theme while selling direct to customers seems to be the direction most luxury brands are going now (at least in Singapore). Porsche/Audi/AP/Hermes are now doing it and many more are following.

[7sins]

I see now where all the price hike money is going to...

[messikens]

Originally Posted by 7sins

I see now where all the price hike money is going to...

Seriously... I said before I actually kinda like the House concept but an entire restaurant is kinda taking the p!&&...

You'd still want to go watch shopping, so while I'm there I'll eat a lobster? Or eat and maybe pop by and see what they have...? V odd

[Balance]

Originally Posted by supernova

Bit of a weird one and strange direction they are taking with this one...

I can somewhat understand brands like LV and Dior opening cafes since they are quite diversified in their products, but a watch only brand opening a cafe seems very random?

Journe has a restaurant and AP already have a whole hotel.

[Demonoid]

Originally Posted by 7sins

I see now where all the price hike money is going to...

[Mk2rick]

Thats cool and all. Looking forward to going there to hear the SA try to sell you a Code 11:59 over a cup of coffee.

[supernova]

Originally Posted by Balance

Journe has a restaurant and AP already have a whole hotel.

The Hotel des Horlogers has no AP branding at all (could be wrong) so it’s like an independent hotel. Don’t know anything about Journe but it’s a very small brand compared to the larger traditional manufactures so would take them as an outlier.


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[Uppersouth]

entice prospective clients just like the “AP House” concept. No one else does this like AP. They are the only brand that gives the masses an opportunity to not only go to the concert, but to also take a look back stage. Whether it be AP Houses, Master Classes, museum at the manufacture, on-campus hotel in Le Bressus (which also offers fine dining) or the Singapore Cafe concept, AP gets it!

[trackingtime]

Originally Posted by 7sins

I see now where all the price hike money is going to...

[Ichiran]

That's so classy. I will have my wedding there.

[Slackergirl]

Originally Posted by supernova

The Hotel des Horlogers has no AP branding at all (could be wrong) so it’s like an independent hotel. Don’t know anything about Journe but it’s a very small brand compared to the larger traditional manufactures so would take them as an outlier.


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Separate, but you walk in and see a giant book about AP in the entrance. I was there in October and it feels very much like an AP hotel even if not. Pathway behind hotel leads to AP Museum. If anyone is thinking of a trip it is totally worth it.

[supernova]

Originally Posted by Slackergirl

Separate, but you walk in and see a giant book about AP in the entrance. I was there in October and it feels very much like an AP hotel even if not. Pathway behind hotel leads to AP Museum. If anyone is thinking of a trip it is totally worth it.

Interesting since there is no branding on the official website for the hotel, even the experiences lists recommendations to the JLC manufacture.

But definitely a place on the cards for a future visit!

[VogelPhoenix]

Originally Posted by supernova

The Hotel des Horlogers has no AP branding at all (could be wrong) so it’s like an independent hotel. Don’t know anything about Journe but it’s a very small brand compared to the larger traditional manufactures so would take them as an outlier.

I don't recall if there was any branding or not, but the hotel belongs to AP, even if that's not made explicit.

[supernova]

Originally Posted by VogelPhoenix

I don't recall if there was any branding or not, but the hotel belongs to AP, even if that's not made explicit.

I was aware of that and wasn't disputing if AP owned it or not.

[In-N-Out]

Originally Posted by Uppersouth

entice prospective clients just like the “AP House” concept. No one else does this like AP. They are the only brand that gives the masses an opportunity to not only go to the concert, but to also take a look back stage. Whether it be AP Houses, Master Classes, museum at the manufacture, on-campus hotel in Le Bressus (which also offers fine dining) or the Singapore Cafe concept, AP gets it!

I do like the House concept, the MasterClass / Museum / hotel in Le Brassus, but I think extending alot of these activation events to more parts of the world risks cheapening the brand.

I did the AP Lab in Tokyo, and while it was cool and entertaining, it was nothing new to the experience at Le Brassus. Perhaps that's the whole point, making the experience more accessible, but I wish they made the masterclass exclusive to LB. it's quite the experience to go to that part of Switzerland, and a good opportunity for AP to weed out the dedicated collectors willing to visit from the casuals.

tons of Capex and opex going into these Houses / restaurants, and while that shows strength in a hot market, if they ever have to close any of these wholly owned locations in a down market, it might tarnish the brand in the future (?)

I also dont think the House concept is fully realized yet. or perhaps im not VIP enough. my hope was that the House could have some dedicated space where AP clients can drop by and mingle with other collectors on the fly. obviously they host events for real VVIPS, but it would be cool if "mid-level" collectors with only 3-5 pieces or so can utilize the space and hangout casually too.

[Uppersouth]

Originally Posted by In-N-Out

I do like the House concept, the MasterClass / Museum / hotel in Le Brassus, but I think extending alot of these activation events to more parts of the world risks cheapening the brand.

I did the AP Lab in Tokyo, and while it was cool and entertaining, it was nothing new to the experience at Le Brassus. Perhaps that's the whole point, making the experience more accessible, but I wish they made the masterclass exclusive to LB. it's quite the experience to go to that part of Switzerland, and a good opportunity for AP to weed out the dedicated collectors willing to visit from the casuals.

tons of Capex and opex going into these Houses / restaurants, and while that shows strength in a hot market, if they ever have to close any of these wholly owned locations in a down market, it might tarnish the brand in the future (?)

I also dont think the House concept is fully realized yet. or perhaps im not VIP enough. my hope was that the House could have some dedicated space where AP clients can drop by and mingle with other collectors on the fly. obviously they host events for real VVIPS, but it would be cool if "mid-level" collectors with only 3-5 pieces or so can utilize the space and hangout casually too.

I too have worried about AP overplaying their hand by limiting all sales to 100 houses/boutiques, globally. Maybe, if the market tightens further, the Houses may get utilized to their maximum potential with client interaction. I don’t live close enough to one of the Houses to frequent, but could see the desirability of a club-zone within. The club area access criteria could be established with purchase. Ex. 12 months access with your watch purchase or even memberships available for purchase.

Regardless, I like how AP is pursuing a connection to the client beyond the purchase of their product.

[mickyd329]

Originally Posted by Uppersouth

Regardless, I like how AP is pursuing a connection to the client beyond the purchase of their product.

I agree. I don't think anybody in the watch industry does this better than AP.

[ButtButt]

Originally Posted by In-N-Out

I also dont think the House concept is fully realized yet. or perhaps im not VIP enough. my hope was that the House could have some dedicated space where AP clients can drop by and mingle with other collectors on the fly. obviously they host events for real VVIPS, but it would be cool if "mid-level" collectors with only 3-5 pieces or so can utilize the space and hangout casually too.

I thought this was the point of the AP house? I'm far from a VVIP with only 2 pieces between my wife and I, but the staff there said we're always welcome to drop by and hang out. They can't promise an SA will be available to help us without an appointment, but that's understandable.