Jewelry Giant Pandora Sets Up Asia HQ in Singapore
Now hiring, the brand will roll out marketing and comms campaigns across India, Southeast Asia, Japan, and Korea.
Pandora has established its Asia headquarters in Singapore's Marina Bay, with plans to hire around 50 employees by early 2026 to oversee regional expansion across Japan, South Korea, India, and Southeast Asia.
The mid-November announcement, supported by Singapore's Economic Development Board (EDB), positions the city-state as the operational hub for the Asia cluster of the world's largest jewelry brand.
The new 8,600-square-foot office will manage both owned stores and distributor markets across the region, with recruitment focusing on branding, marketing, and operations roles.
"Singapore's strategic location and vibrant business environment make it the ideal base for our expansion in the region," said Massimo Basei, Pandora's Chief Commercial Officer, highlighting growth opportunities in markets including Indonesia.
Vietnam factory boosts production capacity
Supporting the Singapore hub, Pandora's expanded Vietnam facility in Binh Duong province now produces 60 million jewelry pieces annually, a 50% capacity increase following a US$150 million investment. The factory operates on four-week production cycles, enabling rapid inventory replenishment for Asian markets under what the company calls its "Phoenix strategy."
This manufacturing expansion comes as Pandora retreats from China, where revenue declined 80%, prompting plans to close 100 stores in 2025, double the initially announced number. The company is reallocating resources toward Southeast Asia and India, where jewelry markets show stronger growth potential.
Leighton Cosseboom
A US$287 billion Asian jewelry market
The headquarters establishment reflects Asia's expanding jewelry sector, valued at US$287 billion and growing at 5.7% annually through 2033. India's US$93 billion market and Indonesia's US$8.4 billion sector represent key targets for Pandora's regional push, with Singapore's tax incentives and connectivity across Southeast Asian markets providing operational advantages.
Dino Tan of Singapore's EDB noted that "Pandora's presence will further strengthen Singapore's position as a leading hub for consumer businesses," emphasizing job creation and the city-state's role in attracting global brands. Marina Bay's location provides proximity to financial institutions and the regional headquarters of luxury competitors, including LVMH and Richemont.
Competition in Singapore's luxury retail space is intensifying. Chow Tai Fook recently opened its first premium concept store outside China at Jewel Changi Airport, which serves 19.6 million annual passengers, with a Bangkok expansion planned for 2025.
Owned stores with distributor networks
Pandora currently operates in Singapore, Malaysia, Thailand, Hong Kong, China, and Japan through a mix of owned stores and distributor partnerships. The Singapore hub will coordinate this hybrid model, allowing direct control in mature markets while partnering with local distributors in emerging territories.
The regional headquarters complements Pandora's global expansion efforts, which include a new distribution center in Maryland supporting US growth. The American market currently generates 32% of Pandora's revenue based on nine-month 2025 figures, making Asia a critical diversification priority as Chinese operations contract.
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