About Us

The pace of the city

Amsterdam is the compact financial and art capital of the Netherlands, where everything happens inside a fifteen-minute radius by bike or taxi. Schiphol to a hotel in the Grachtengordel — twenty minutes; the hotel to the Concertgebouw — ten. That scale sets a particular working tempo: requests rarely come in a week ahead, more often two or three days. On top of that there are peak windows — TEFAF in March pulls collectors here from across the world, ADE in October turns the city into a ten-day music festival.

Eighty percent of meetings fall on Thursday, Friday and Saturday from 18:00 to 02:00. In those slots the full manager shift and the full premium-tier model pool are in motion. The manager replies on Telegram inside three minutes, sometimes faster. Model matched to scenario in 30 to 120 minutes, sixty on average. Friday at eight is always closer to ninety; Wednesday at noon — thirty at the outside.

Clients in Amsterdam are their own story. American and Asian executives at Booking, Adyen, ASML, Heineken, Royal Dutch Shell, dealers at TEFAF, Concertgebouw guests, Russian entrepreneurs in for a short visit. The shared trait — they value the punctuality of Dutch service, want the same from us, don't tolerate lateness or vague phrasing.

Where we work

Central Amsterdam means the Grachtengordel (the UNESCO canal belt — Herengracht, Keizersgracht, Prinsengracht), the Museum Quarter with the Rijksmuseum, Van Gogh Museum and Stedelijk, Jordaan with its galleries and boutiques, De Pijp as the bohemian zone. For business — Zuidas, the high-rise district around Amsterdam Zuid station: ASML, ABN AMRO, Stibbe, Booking's main offices. For Royal Dutch Shell we often work near their office on Carel van Bylandtlaan in The Hague.

Trips out of Amsterdam — to Keukenhof (tulips, March-May), Zaanse Schans with the historic windmills, The Hague for business meetings, Utrecht. Anywhere in the Netherlands is an hour to ninety minutes by car. In TEFAF season we take clients to Maastricht (two hours by car, an hour by train), often staying two nights at the Kruisherenhotel.

There are private client locations: a canal apartment on Prinsengracht, a private boat on the Amstel, a rented house in Aalsmeer. We do those meetings, and for returning clients without further checks. For a new client's first meeting we almost always suggest one of our proven options in the Grachtengordel or the Museum Quarter.

Etiquette and dress code

Conservatorium, Waldorf Astoria, Pulitzer, De L'Europe, Sofitel Legend The Grand — the model arrives in evening smart casual: knee-length dress, minimum jewellery, no logos. Dutch "down-to-earth luxury" doesn't reward display. For starred restaurants — Vinkeles, Bord'Eau, Spectrum, Ciel Bleu — business or cocktail code, no sparkle, no heavy makeup.

Concert halls are a separate zone. At the Concertgebouw the standard is smart casual for ordinary repertoire; for Royal Concertgebouw Orchestra premieres a long dress is preferred and a tuxedo on the companion is welcome. At TEFAF in Maastricht and closed dealer previews the format is business — usually a suit on the client and a mid-length dress on the model. At ADE and art parties — looser, but not "club".

In Zuidas, for business accompaniment, the code is strict business — minimum decoration, no visual departure from the corporate audience. English is mandatory for every model in Amsterdam; Dutch — selectively, with particular models. On request — French (for French collectors at TEFAF), German, Mandarin (Adyen and the Asian business quarter).

Things we say plainly

There's a line we don't cross. APEX in Amsterdam is premium accompaniment in the Grachtengordel, the Museum Quarter, Zuidas, at TEFAF, at the Concertgebouw. APEX does not work in De Wallen and has nothing to do with the commercial sex business of the red-light district. Different industries, different formats. If a client is looking for something out of De Wallen — we're not the service, and that's fine. If they're looking for a companion to dinner at Vinkeles, an assistant for a TEFAF preview or accompaniment to a Concertgebouw premiere — welcome.

Pricing in Amsterdam (USD on the European tier): Standard 2 hours $1,200 / 4 hours $1,500 / night $2,500 / 24 hours $4,000 / 48 hours $6,000. Media category: 2 hours $3,500 / 4 hours $5,000. We don't take meetings under two hours, we don't share model photos with third parties, we don't haggle after the meeting. Twelve years in the industry built themselves on these simple agreements — and in Amsterdam they work the same way they do across the 48-city APEX network.