Key points
- “It’s perfectly located in the heart of Asia, and it allows us to provide the right levels of support to markets from Japan and South Korea to India and Southeast Asia,” Basei told The Business Times.
- Pandora’s move to Singapore and its expansion into Vietnam illustrate a calculated strategy to strengthen its foothold in Asia while diversifying production beyond Thailand and reducing dependency on sluggish markets like China.
- The site, part of the Ho Chi Minh City region, is set to open next year and will increase Pandora’s global production capacity by 50%, allowing the company to manufacture up to 60 million jewelry pieces annually.
Gems and Jewelry News: New Regional Headquarters Marks Major Push into Asian Markets
Pandora, the world’s largest jewelry brand by sales volume, is making a bold move into Asia with plans to establish its new regional headquarters in Singapore. The announcement underscores the Danish company’s ambition to expand its presence across key Asian markets, signaling confidence in the region’s growing luxury consumer base. The new office will be located at Asia Square Tower 1 in Marina Bay and will span 8,600 square feet, with operations expected to commence within the coming months.
Pandora strengthens its Asian presence with a new Singapore base and expanded production in Vietnam.
Image Credit: Pandora
According to Chief Commercial Officer Massimo Basei, Singapore’s dynamic economy and strategic location were central to the decision. “It’s perfectly located in the heart of Asia, and it allows us to provide the right levels of support to markets from Japan and South Korea to India and Southeast Asia,” Basei told The Business Times. This Gems and Jewelry News report notes that Pandora plans to recruit around 50 employees for branding, marketing, and operational roles, forming the backbone of its growing Asian division.
Asia Takes Center Stage in Pandora’s Growth Strategy
Pandora sees significant potential across Asia, where jewelry markets in countries like India, Japan, and Thailand continue to show strong consumer demand for branded and customizable pieces. Although Asia represents only a modest share of the company’s global revenue, executives believe the new headquarters will help unlock massive growth opportunities. “It’s not that we have not been present in Asia so far, but now we really want to elevate our focus in this region,” Basei said.
Currently, the United States remains Pandora’s largest market, accounting for 32% of global revenue in the first nine months of 2025. Other leading markets include the United Kingdom at 11%, Italy and Germany at 7% each. However, the company has been recalibrating its strategy in China amid declining sales. As of August 2025, Pandora announced plans to close up to 100 stores there, having already shuttered 59 concept stores this year alone.
Pandora also plans to expand its retail outlets in various Asian cities
Image Credit: Pandora
Vietnam Facility to Boost Production and Supply Chain Capacity
To support its expansion across Asia, Pandora is also investing heavily in production infrastructure. In May last year, construction began on a new US$150 million manufacturing facility in Binh Duong, Vietnam. The site, part of the Ho Chi Minh City region, is set to open next year and will increase Pandora’s global production capacity by 50%, allowing the company to manufacture up to 60 million jewelry pieces annually.
Until now, all Pandora jewelry has been produced exclusively in its three facilities located in Bangkok and Lamphun, Thailand—long considered the brand’s manufacturing stronghold. The addition of the Vietnam plant will help balance output and ensure faster supply chain distribution to key regional markets.
A Strategic Step Toward Sustained Growth in Asia
Pandora’s move to Singapore and its expansion into Vietnam illustrate a calculated strategy to strengthen its foothold in Asia while diversifying production beyond Thailand and reducing dependency on sluggish markets like China. With Singapore as its operational hub, Pandora aims to bring the brand closer to the region’s evolving consumer trends, particularly among younger, design-conscious buyers. This decisive step signals Pandora’s confidence in Asia’s luxury jewelry sector and its readiness to invest in the region’s long-term growth potential.
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