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Coffee with ANTONIO SEWARD SOUTHEAST ASIA GENERAL MANAGER AUDEMARS PIGUET

Born in London to Argentinean parents, he holds a degree in History from Kings College, London and a Masters in Political Science from the Institute of Political Studies Paris. Antonio’s multicultural background has been reinforced after having lived in various parts of the world including London, Buenos Aires, Paris, Barbados, Miami and Madrid. He started his career in the watch industry working for a regional distributor of luxury watch brands including Audemars Piguet in Latin America and the Caribbean. In 2008, he joined Audemars Piguet as General Manager for Latin America and in 2010, he moved to Madrid taking over Audemars Piguet Spain and Portugal. From 2011 to 2013 he was also in charge of the French market.

Antonio

With his years of experience in leading the brand in Latin America, Spain, France and Portugal, Antonio brings with him vast perspectives in brand development and will lead the Southeast-Asia team to grow the business together with key partners around the region. Audemars Piguet is a manufacturer of luxury Swiss watches founded in 1875 by watch makers Jules-Louis Audemars and Edward-Auguste Piguet. Tiffany & Co, Cartier and Bulgari use Audemars Piguet movements. The Swiss company designs and manufactures high complex mechanical watches, haute joaillerie creations and jewelry, and produces 32,000 timepieces per year. The Audemars Piguet watch group is composed of 1,200 employees, 14 distribution subsidiaries and 16 boutiques worldwide. It comprises three production sites: Le Brassus, Le Locle and Meyrin in Switzerland. The brand is present in 88 countries. AP is one of the oldest watch manufacturers still owned by its founding family.
BM: Working around the globe where did you enjoy the most?
AS: My work is pretty similar where ever I go, I think up to now my favorite place has been Madrid although Singapore is also a fantastic different place to any that I’ve known up till now. Professionally it’s more interesting as it’s a fast growing market. As far as the watch industry is considered there is no perfect place each has its own pros and cons. Madrid has its cons but if I had to pick one I would choose it.

BM: How do feel working with the Southeast Asian market?
AS: I am excited to take up this challenge of growing the Audemars Piguet brand within the Southeast Asia markets. These markets are crucial for us with the increasing demand of luxury products throughout the region.

BM: How does it feel like being associated with Audemars Piguet?
AS: I feel great, I have been working with this company since the last 15 years. I formally joined Audemars Piguet in 2007, it’s been 8 years now but I have known everyone in the company for 15 years now and I proudly say that I would never work with any other company in the future as well. We at Audemars Piguet work as a family and I’m extremely comfortable working here.

BM: How do you see the Pakistani customers?
AS: The brand has been in Pakistan since the past 9 years available at collectables. We have a good cliental base specially are clients are the collectors the core watch lovers. I know people who wait to buy and save money specifically for their dream watch. I have only been in Karachi for a few hours but I noticed that the men and women are pretty fashionable and have a great cultural fusion of east and west. We are targeting a very niche market and our customers are truly loyal to the brand. Pakistani’s are very outgoing, friendly and happy people.

BM: Any message for our readers?
AS: Be proud of yourself and be happy about who you are, in short just be yourself!

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