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AP makes a Seward switch


For several years now, Antonio Seward took care of operations for Audemars Piguet here in Southeast Asia. But HQ has decided to move him on now to become the CEO of North America.


In an interview with Robb Report Malaysia late last year, he said: "There is a beautiful wealth of diversity in the region, from Malaysia to Singapore to Indonesia and other countries here. I love the culture, the food, both enjoying it and how important it is to the culture as well.


"Some of our customers are high net worth individuals wearing a RM150,000 watch but want nothing more than to go to a food court to satisfy their cravings, and that tells you a lot about how much a part of their lives this authentic Asian cuisine is. I’ve also learned that meals are treated as occasions and meeting points and everybody is used to.


"I grew up in Europe, so a lot of this was new to me. I feel like the state of mind there is more conservative whereas here there seems to be a focus on looking ahead and daring to be different. It’s been a fascinating journey so far."


Onward for Seward


In a press release from AP, he said: "Working for a superlative brand while experiencing so many unsurpassable moments has made my past ten years with Audemars Piguet truly unique. My focus for the Americas will be to connect directly with our clients and implement innovative ideas in both our retail experience and distribution.


"I look forward to the next chapter with Audemars Piguet and sharing our vision of a brand strongly attached to its rich history yet resolutely forward thinking and daring in its spirit."


We wish him all the best in his new job!


It will be interesting to see what he brings to the North American market as with Southeast Asia, the brand grew along with the market. AP in North America is worn by the most famous celebrities and is part and parcel of the rich and famous lifestyle.


We wish him all the best!

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