Rejecting labels, Audemars Piguet’s Stefanie Ng defines success through the strength of human connections

It was just four months into Stefanie Ng’s landmark appointment as the first female and Singaporean CEO at Audemars Piguet Southeast Asia when the Covid-19 lockdown hit. Despite the challenges posed by the pandemic and resulting uncertainties in the luxury market, Ng emerged from the storm on a high note recently — with a milestone double celebration.

While the opening of AP House Singapore at Raffles Hotel was nothing short of a feat, a massive regional party for the brand’s 150th anniversary at Jubilee Ballroom lent extra weight to the occasion. Here, the industry veteran, who joined Audemars Piguet as regional marketing manager in 2012, takes stock of her career and achievements.

How has your CEO journey been so far?

“It’s been an incredibly rewarding journey that came with challenges. During the lockdown and over 16 months of border closures in Singapore, we had to rethink how we connected with clients. We leaned heavily into innovating ways to share our novelties and continue building meaningful relationships remotely. 

Throughout it all, I’ve learnt the importance of staying true to myself and the value of having a strong support network, including the guidance of mentors. Looking back, it’s been an exciting and transformative chapter — not just for me personally, but for the brand. From overcoming early disruptions to recently celebrating the grand opening of AP House Singapore and marking our 150th anniversary this year, I’m incredibly proud of how much we’ve evolved as a team.”

You’ve described AP House Singapore as a “haven” for watch enthusiasts. How does your leadership style reflect the brand’s emphasis on intimacy?

“Human connection is part of our brand’s DNA. It’s embedded in everything we do, from our craftmanship to the way we engage with clients. AP House Singapore is a space for fostering authentic relationships. In many ways, that same philosophy guides my leadership style. 

I believe that to create meaningful experiences for clients, we must first cultivate them within our teams. That means leading with empathy, prioritising trust, and encouraging open communication, which are all values that make true connection possible. I also encourage cross-functional collaboration and continuous learning. In a world where change is the only constant, adaptability and resilience are essential to stay deeply engaged with each other.”

How have you navigated the traditionally male-dominated horology landscape?

“I do not focus on labels, but on the responsibilities and impact of leadership itself. Leadership, at its core, isn’t defined by gender. It’s about grit, resilience, and the courage to take decisive action. What I’ve found most powerful is the ability to lead through collaboration and working closely with a team, lifting each other up, and creating space for different voices to be heard.

Diverse perspectives are essential to fostering creativity and innovation. Having a variety of voices at the table allows us to better understand our audiences and craft more inclusive and meaningful brand experiences.Ultimately, what matters most is leading with authenticity, being open to new ideas, and staying true to the brand’s core values.”

What did it take to bring AP House to life?

“It was a deeply collaborative journey. The vision began taking shape in 2022, and by mid-2024, we kick-started its construction. Our team here in Singapore worked closely with our colleagues in Le Brassus, alongside international consultants and local partners, to ensure every detail reflected the brand’s DNA while staying true to the local context.

One of the most significant challenges we faced was securing the right location, it took us a long time to find this iconic location within the historic Raffles Hotel. This venue is deeply ingrained in Singapore’s history, and we wanted to ensure that any transformation respected its legacy while also aligning with Audemars Piguet’s values of innovation and elegance. I’m proud of how we came together to overcome the challenges involved. To now see this vision become a reality is both rewarding and energising.”

What personal resonance does this location hold for you?

“Raffles Hotel has always held a special place in my heart. It’s a symbol of timeless elegance, rich heritage, and quiet grandeur, which are all qualities that resonate deeply with Audemars Piguet. Nestled within the hotel’s iconic Bar & Billiard Room, AP House Singapore occupies a space that was once the social heart of the elite when it opened in 1896, and today, it continues to stand as a treasured heritage site.  

The brand has always honoured tradition while embracing innovation, and this space reflects that beautifully. We’ve gone to great lengths to preserve the architectural soul of the Bar & Billiard Room, while carefully infusing it with Audemars Piguet’s spirit of contemporary sophistication.”

Why was the debut of the AP Cafe concept chosen for this venue?

“The AP Cafe was born out of our mission to elevate hospitality and further evolve the AP House experience. We wanted to create a space that feels welcoming not just to seasoned collectors, but also to those who are new to the world of Audemars Piguet. The cafe offers an approachable, inviting gateway into the brand’s heritage and craftsmanship through the universal language of food. 

Singapore was a natural choice for this global first. As a city celebrated for its rich culinary roots and sophisticated taste, it offers the perfect backdrop to blend Swiss heritage with vibrant local flavours. The menu reimagines Swiss classics through a Singaporean lens, each dish crafted with the same precision, creativity, and dedication to detail that define our timepieces. More than just a cafe, it deepens the spirit of AP House Singapore, where every visit feels personal and every interaction meaningful.”

How does AP House Singapore change things for you?

“Its opening is undoubtedly one of the most defining moments in my career. It represents not just a physical milestone, but a symbolic one that is a culmination of hard work, collaboration, and a shared vision to redefine what luxury retail can be in this region. 

Compared to a traditional boutique, AP House offers a completely different dynamic. It’s a space designed for meaningful conversations, not just transactions. The environment is more relaxed, social, and personal. As a result, interactions are becoming more fluid and experience-led. Rather than structured appointments, it’s about creating moments of genuine connection, whether over coffee at the AP Cafe or a conversation in the lounge.”

How do you hope to shape Audemars Piguet’s next chapter in this region?

“Today’s clients are curious, well-informed, and more discerning than ever. Emotional connection is especially important. They want to understand the story, the craftsmanship, and the soul behind each timepiece. And they’re not just buying a product; they’re engaging with a brand’s values and the experiences it offers.

Southeast Asia is such a dynamic and culturally rich region, and I see tremendous opportunity to further engage with our growing community here ranging from seasoned collectors to younger and more diverse audiences who are discovering the beauty of fine watchmaking. 

Looking ahead, I hope to continue shaping experiences that reflect our values while also building a community that feels a sense of belonging to the world of Audemars Piguet. The next chapter will be about deepening those connections, inspiring the next generation of collectors, and continuing to innovate with heart and purpose. That’s why the AP House concept was designed to go beyond traditional retail. It’s about creating an environment where relationships come first, and guests can discover our timepieces in a space that feels more like a welcoming home than a showroom.”

Looking back, what advice would you give your younger self?

“I would tell my younger self to stay true to who you are. Authenticity is your strength and don’t feel pressured to fit a mould. Surround yourself with people who uplift you and invest in building a strong support system you can lean on. Over the years, I’ve learnt that self-awareness, self-confidence, and resilience are essential. These qualities help you navigate uncertainty, overcome obstacles, and stay focused on your purpose even when the path isn’t easy. 

To aspiring leaders in luxury, I would say: Know your worth, speak with conviction, and lead with empathy. The industry is evolving, and there is space for different voices and perspectives. Believe in your vision, stay open to learning, and never underestimate the impact of leading with authenticity and courage.”