how it began
More than seven decades ago, a singular passion for fine watchmaking shaped the inception of Sincere Fine Watches. Founded in Singapore in 1954, the retailer has evolved from a single boutique into one of Asia’s most respected authorities on luxury timepieces.
Over an incredible journey shaped by a keen eye for the remarkable, discernment and an unrelenting pursuit of horological excellence, Sincere has done more than simply sell watches. It has been an early advocate for independent watchmakers long before they gained global attention, introduced iconic brands to new and existing patrons, and educated generations of connoisseurs on the art and science of timekeeping. That pioneering spirit remains at the heart of everything Sincere does today.
In 2021, Cortina Holdings – a leading name in Southeast Asia’s luxury watch retail landscape – acquired Sincere, ushering in a new era of enhanced strength, wider reach and shared ambition.
what sincere fine watches stands for
Sincere aims to be Asia’s premier luxury watch specialist not simply in scale, but in substance. As a trusted authority in luxury timepieces, it builds iconic brands, curates the most desirable novelties and delivers retail experiences that are defined by impeccable service and expertise. Sincere exists to serve connoisseurs across generations, from those beginning their journey into fine watchmaking to those who have spent a lifetime in pursuit of it.
A Legacy of Firsts
Sincere has always believed that the most exciting timepieces are often the ones the world has yet to discover. Long before independent watchmaking became an obsession among serious collectors, the retailer was already ahead of the curve, seeking out its finest maisons and spotlighting their creations to its patrons. This includes introducing Franck Muller’s signature Curvex creations to Singapore in 1992, A. Lange & Sohne’s German masterpieces in 1995 and F.P. Journe’s singular complications in 1999. Each debut was a statement of conviction that the future of fine watchmaking belongs to those with the courage to look beyond the mainstream.
In 2006, Sincere Haute Horlogerie (SHH) opened at the former Hilton Hotel, as one of the world’s first concept stores dedicated to high-end mechanical watches. It later received the award for Best New Retail Concept by the Singapore Tourism Board. A year later, the Sincere Watch Academy became the first horological education programme of its kind in Asia.
Sincere staged its landmark 100 Tourbillons exhibition in 2013, the first of its kind on the continent. It brought together 100 exceptional tourbillon timepieces from 21 of the world’s foremost watchmakers under one roof, reshaping how collectors engage with fine watchmaking.
To commemorate 70 years of horological excellence, Sincere’s Platinum Jubilee in 2024 showcased 12 collaborative anniversary timepieces that paid tribute to the enduring partnerships the retailer has cultivated with the watchmakers it represents.
The momentum continued in 2025, when Sincere reached two new milestones. It launched Time Emporium by Sincere Watch across Terminals 3 and 4 at Singapore’s Changi Airport, marking its inaugural entry into travel retail, and opened the Jacob & Co. mono-brand flagship boutique at Takashimaya Shopping Centre – expanding its luxury retail offering beyond timepieces. By uniting horological innovation and jewellery artistry within a boutique, it offers clients the full breadth of the Jacob & Co. universe in one immersive setting.
Portfolio & Presence Across Asia
Sincere curates one of the region’s most comprehensive and thoughtfully assembled portfolios, spanning more than 40 brands across the full breadth of contemporary watchmaking. The selection brings together many of the most recognised and respected manufactures that have shaped the industry and stood the test of time. Equally central to Sincere’s identity is its commitment to championing independent watchmakers, drawing collectors into a world of ultra-limited production, singular vision, innovation and uncompromising craft from some of the most sought-after ateliers in horology.
Today, Sincere’s boutiques span four Asian markets — Singapore, Malaysia, Taiwan, and Thailand — bringing its curation of exceptional timepieces to discerning aficionados throughout the region. In Thailand, Sincere is represented by Pendulum Ltd., a wholly owned subsidiary of Sincere Watch Limited. Operating under the Sincere banner since 1992, it continues to play a pivotal role in shaping the country’s luxury watch landscape.
FOR ALL GENERATIONS
With over seven decades at the heart of watchmaking culture, Sincere has been more than a retailer, serving as a guide, educator and trusted companion to connoisseurs at every stage of their collecting journey. Whether it’s someone acquiring their first fine timepiece or a seasoned aficionado adding a rare, independent creation to a collection built over decades, Sincere connects them with the watches that matter and stories behind them. Sincere Fine Watches invites horology enthusiasts to explore its boutiques, brands and the wider world of fine watchmaking through the lens of Singapore’s oldest name in luxury watch retail.
