Seven years after the first AP House transformed the retail landscape in Switzerland, luxury watchmaker Audemars Piguet has brought the private, lounge-like concept to Macao. Located in the Shoppes at Four Seasons, this AP House is not only the first in Macao but also the largest and most immersive in Greater China.
Combining the art of fine watchmaking with experiential shopping, this flagship destination sets a new standard for luxury retail, offering discerning clients a space for conversations, personalised service, customisation and exclusive events.
It’s just this type of next-level shopping experience – one that bridges lifestyle, craftsmanship and community – that’s shaping the future of retail at Sands Shoppes Macao, which spans the Shoppes at Venetian, Four Seasons, Londoner and Parisian.
“With the opening of shops like AP House, Sands China is strategically enhancing its retail offerings,” says Grant Chum, CEO and President of Sands China Ltd. “We see the launch as a perfect example of our vision in action, helping to solidify Macao’s status as both a world-class shopping destination and a global tourism hub.”
A first for Macao
Paying tribute to the brand’s nearly 150-year legacy, the two-floor flagship in Macao revives the spirit of its founders, Jules Louis Audemars and Edward Auguste Piguet, who connected with clients by sharing their passion for watchmaking worldwide.
Inside, visitors will find an inviting, contemporary space that harmoniously blends the heritage, modernity and natural beauty of both Macao and Switzerland’s Vallée de Joux. Elegant dining and lounge areas, a serene outdoor terrace, a dedicated masterclass room and an exclusive mezzanine bar create an atmosphere of refined luxury. Thoughtful design elements bring the outdoors in, evoking the Swiss way of life, while offering guests the unique opportunity to explore horology craftsmanship through hands-on watchmaking experiences.
Meanwhile, clever details – like the wall screen display that mirrors the changing seasons in Le Brassus, Audemars Piguet’s hometown, and a rocky backsplash recalling the Swiss Alps – are beautifully paired with Chinese-inspired gardens and shell motifs that reflect Macao’s Asian heritage.
AP House Macao also reimagines the shopping experience. Beyond simply trying on watches, guests can step into the role of watchmaker themselves – forming a hands-on connection to the brand that harkens back to the personal approach that Audemars and Piguet might have offered in their time.
‘Transcending traditional retail’
The arrival of AP House Macao further underscores Sands China’s ambition to deliver personalised, multi-dimensional retail.
Take Louis Vuitton’s newest store, which opened inside the Shoppes at Four Seasons in July. A unique “Memories of Trunks” tunnel connects the women’s fashion atrium to the brand’s product suite while celebrating its iconic heritage as a maker of luxury travel trunks.
British fashion house Burberry also unveiled a concept store in early 2024, marking the first under the creative direction of Daniel Lee. Spanning two levels, the boutique showcases Lee’s fresh vision with an elegant mix of menswear, womenswear and accessories from the latest collections alongside distinctive wooden sculptures by artist Casey McCafferty.
Meanwhile, the Tiffany & Co. Macao flagship, also in the Shoppes at Four Seasons, reimagines luxury with a design that glimmers as brightly as the diamonds it sells. Covering roughly 375 square metres, the boutique merges fluid glass architecture with refined interiors, offering a contemporary take on the brand’s storied heritage.
“Art and culture are powerful storytelling tools that enhance the emotional impact of a retail space,” says David Sylvester, President of Global Retail for Las Vegas Sands Corp. “They weave narratives that go beyond commerce, turning retail destinations into places of inspiration, meaning and connection.”
These immersive experiences have earned Sands China global recognition. In 2024, the Shoppes at Londoner was named the “Retail Development of the Year – Macau” at the Real Estate Asia Awards – the only shopping mall in Macao to receive the honour.
In addition, in 2022, the RLI Awards named the Shoppes at Londoner “The Most Innovative Retail & Tourism Destination” worldwide. Blending British elegance and luxury shopping, the nearly 56,000-square-metre retail hub recreates a vibrant London street scene, housing 150 renowned brands alongside top-notch dining, cultural displays, photo opportunities, pop-ups, and wellness offerings.
“We are committed to crafting luxury experiences that transcend conventional retail,” adds Chum. “Our strategy for expanding Shoppes at Sands focuses on creating environments that combine high-end retail with personalised hospitality, cultural engagement and exclusive services.”
At the forefront of change
Looking ahead, Sands China plans to create environments that blend high-end retail with personalised hospitality, cultural engagement and exclusive services.
“AP House is the first of its kind within our properties, and we have more exciting developments lined up for 2025, creating a unique experiential retail environment,” says Sylvester. “In today’s market, where personalisation is key, such spaces are essential to building deeper emotional connections with our visitors.”
Chum agrees, emphasising the importance of continuous innovation and world-class hospitality. This might mean partnering with leading global brands to create flagship concepts, host exclusive launches, or stage high-profile events and exhibitions.
“AP House represents a significant step forward in offering luxury experiences that reinforce Macao’s position as the world’s premier shopping destination,” adds Chum. “As we continue to innovate and enrich the shopping journey, we aim to create a dynamic retail environment that appeals to both local and international visitors.”
Zooming out, Chum says luxury retail must evolve alongside lifestyle experiences. He points to the recent opening of Londoner Grand – an ultra-luxurious resort within The Londoner Macao – and the upgrade of The Venetian Arena as examples.
When fully operational in 2025, Londoner Grand will feature 2,405 suites inspired by London’s prestigious Mayfair district. Meanwhile, the revamped Venetian Arena adds VIP suites, a 450-guest lounge, state-of-the-art dining, and cutting-edge audiovisual technology, making it one of the region’s top entertainment venues.
“By blending high-end retail, leisure, fashion, art, culture, exclusivity and personalisation, we aim to enhance Macao’s tourism ecosystem, drive non-gaming revenue and support sustainable economic growth,” says Chum. “This strategy aligns with our commitment to diversifying tourism and positioning Macao as a global hub for tourism and leisure.”
