Aston Martin might have built its stellar reputation from exporting a particular type of Britishness – exquisite tailoring, craftsmanship, elegance – but now the marque is taking its ultra-luxury retail strategy global.
Following the success of the Q New York, Aston Martin’s first luxury location which opened in June 2023, the brand has opened its second flagship in Tokyo. As its first showroom in Asia, Aston Martin Ginza brings the pinnacle of the brand’s bespoke service, ‘Q by Aston Martin’, to Japan, finding a home within the prestigious luxury hotel The Peninsula Tokyo.
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Spread across two floors, the almost 5,000 sq ft showroom displays three iconic Aston Martin models and features a stunning customer lounge, where customers can create their bespoke car models.
Q by Aston Martin takes personalization to a whole new level of luxury, offering the brand’s high level of service and customization options. High-value customers can create a unique version of core range cars and can even request one-off commissions – although they come at a price.
Not only is the service proving popular – in 2023, Q by Aston Martin achieved a 36% global growth year-on-year – but shows how the trend of personalization within luxury goods is going nowhere any time soon. The brand also says the surge in popularity has been further propelled by exclusive limited-edition products, with releases such as the DBR22 and the DBS770 Ultimate.
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The new location is a key part of Aston Martin’s expansion in Japan. “Tokyo is one of the most important centers of luxury in the world,” explains Marco Mattiacci, global chief brand and commercial officer of Aston Martin. “Having been the number one city location for new Aston Martin sales in 2023, we are delighted to double our retail presence with this stunning new landmark showroom in Tokyo.”
Continuing, Mattiacci added: “Tokyo holds huge growth potential for Aston Martin. With a goal to provide the highest levels of customer experience available in the luxury segment, we are on a mission to share our passion for the Aston Martin brand with the people of Japan.”
Not only is Japan a critical destination for Aston Martin, but the brand will feel quickly at home in Ginza. Known as one of Tokyo’s richest neighborhoods and for its legions of luxury stores and fine-dining restaurants, the area has seen a buzz of new hotel openings in recent years. The Peninsula, specifically, is set to welcome the marque with its legendary hospitality. “We are privileged to welcome the ultra-luxury British brand, Aston Martin, to The Peninsula Tokyo in Ginza, and to be part of a captivating blend of Japanese tradition and modernity,” said Mark J Choon, The Peninsula Tokyo’s managing director.
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For more information, visit astonmartin.com
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