Pandora, recognized as the world’s leading jewelry brand in terms of sales volume, has announced its plan to establish a fresh regional headquarters in Singapore. The move forms part of a broader growth strategy designed to strengthen the company’s footprint across Asia.
Massimo Basei, Pandora’s Chief Commercial Officer, highlighted several reasons for choosing Singapore for this strategic move. He pointed out that the city-state’s robust business environment, dynamic economy, and strategic positioning within Asia were crucial in making this decision.
Basei explained, “Singapore’s location, right at the heart of Asia, allows us to extend the right levels of support to markets ranging from Japan and South Korea to India and Southeast Asia.”
The Danish jewelry giant has inked a lease agreement for its new 8,600-square-foot office situated at Asia Square Tower 1 in Marina Bay. The new office is expected to become operational in the near future.
Pandora has plans to expand its team by recruiting approximately 50 employees across various fields such as branding, marketing, and operations. The hiring process is anticipated to commence soon.
Basei acknowledged that while Asia is home to some of the world’s largest jewelry markets, it remains relatively under-represented within Pandora’s global business landscape. He stated, “While we have had a presence in Asia, we now aim to intensify our focus on this region.”
At present, the United States stands as Pandora’s most significant market, contributing to 32% of its revenue in the initial nine months of 2025. Other crucial markets are the U.K. (11%), Italy (7%), and Germany (7%).
However, Pandora has been steadily reducing its operations in China due to flagging sales. Over the course of this year, the company has shut down 59 concept stores in China.
In order to meet the expected increase in demand resulting from its Asian expansion, Pandora has launched a new production facility in Vietnam. The company commenced the construction of a US$150 million manufacturing site in Binh Duong, now a part of Ho Chi Minh City, in May last year. Production at this site is slated to start next year.
Until now, all of Pandora’s jewelry has been produced at its three facilities in Bangkok and Lamphun, Thailand. The new Vietnam facility is projected to augment Pandora’s production capacity by approximately 50%, enabling the company to manufacture up to 60 million pieces annually. For context, Pandora produced a total of 113 million pieces in 2024.
Why did Pandora choose Singapore for its new regional headquarters?
Singapore was selected due to its vibrant business environment, dynamic economy and strategic location in the heart of Asia.
What is the main aim of Pandora’s expansion in Asia?
While Pandora has had a presence in Asia, it aims to intensify its focus on the region, which is home to some of the world’s largest jewelry markets.
How is Pandora planning to meet the increased production demand due to its Asian expansion?
Pandora has set up a new factory in Vietnam, which will aid in increasing the production capacity by about 50%, enabling the manufacture of up to 60 million pieces annually.
