Garmin sets up regional HQ in Singapore with eye on SEA

• Appoints Engelhard Al Sundoro to take charge of SEA operations
• Will directly manage sales and marketing of its consumer business

GLOBAL manufacturer of fitness products Garmin has selected Singapore as its regional headquarters as part of the brand’s strategic plan to strengthen its presence in the region.

Garmin’s consumer products have been sold in Singapore through distributors since the early 1990s. The company has a strong foundation in engineering products for aviation and marine since 1989.

With the opening of its Singapore headquarters, Garmin will now directly manage sales and marketing of its consumer business devices in South-East Asia and India region.

Leading Garmin’s Singapore business is its managing director for South Asia/ India region, Engelhard Al Sundoro (pic), who will manage Garmin’s consumer business in six Southeast Asian (SEA) countries that include Singapore, Malaysia, Philippines, Indonesia, Vietnam and Thailand.

“Outside of US, China and Taiwan, it is a natural step for the brand to strengthen our presence in SEA with Singapore as our headquarters as consumers here tend to be early adopters of technology,” said Al Sundoro.

Garmin had recently announced its partnership with EZ-Link to launch a special version of its vivosmart HR activity tracker with built-in NFC contactless payment capability. This would allow commuters to use their fitness band to pay for their train, bus, cab rides and even purchase items at selected retail stores in Singapore.

“As a company, we need to be an enduring brand that consistently innovates. In order to do that, it is essential for us to be closer to our customers to understand what they need. Even as a global brand, Garmin sees each market differently as the customer needs in each region is diverse,” he added.

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