Pandora opened its new Asia regional headquarters in Singapore today, setting up a 50-person commercial hub in Marina Bay to oversee key retail markets across the region.
The central office manages the group’s Asia Cluster, covering company-owned retail operations and distributor territories in markets including Japan, South Korea, India, and Indonesia.
Marina Bay Hub and Regional Hiring
Supported by the Singapore Economic Development Board, the new office consolidates commercial direction, branding, regional marketing, and supply operations under one roof. Recruitment for the roughly 50 corporate positions begins in the coming months.
“Asia presents a tremendous opportunity for Pandora,” said Massimo Basei, chief commercial officer at Pandora. “With dynamic markets like India, Japan, Indonesia and South Korea poised for expansion, Singapore’s strategic location and vibrant business environment make it the ideal base for our expansion in the region.”
Shifting Operational Weight to Regional Hubs
Establishing direct management in Singapore shifts operational oversight closer to East and South Asian retail corridors. For years, European luxury and accessible jewellery labels managed Asian expansion either through remote European headquarters or fragmented local distributor networks. Centralising retail oversight in Singapore allows Pandora to standardise store design, inventory distribution, and promotional calendars across both wholly owned flagships and partner-run doors.
Landlords and department store operators across Tokyo, Seoul, and Mumbai gain a single regional counterpart for lease negotiations. The primary operational risk sits in managing vastly different retail dynamics from one desk: South Korea’s digital-first consumer base demands fast local product turnarounds, while India’s fine jewellery sector requires navigating steep import tariffs and entrenched local gold preferences.
Expansion Trajectory in Asian Jewellery
The establishment of the Singapore office follows years of retail adjustments across Asia, where the brand has selectively bought back distributor territories and upgraded store footprints in major tier-one shopping malls. Singapore itself has served as a critical testing ground for the label’s retail concepts, backed by long-standing state support from the Economic Development Board to attract European consumer groups.
Hiring for the Marina Bay office begins over the next quarter, with initial appointments focused on regional marketing heads and supply chain directors across the East Asian and Indian retail networks.
