Located at Pavilion Kuala Lumpur, the newest SHH boutique celebrates the masterful craftsmanship and captivating details behind independent watchmaking, presenting watch collectors with tantalisingly rare, exclusive, and ultra-luxurious timepieces. SHH invites its clients on an immersive, hyper-personalised journey of discovery, introducing them to 17 extraordinary independent watch brands – each one handpicked for their creativity, passion, and outstanding commitment to the demanding and exceptional craft of horlogerie.
About The SHH Boutique
The SHH boutique in Kuala Lumpur is poised to become the new global flagship of this bold new concept. Its sprawling 5,000-square-foot boutique spans two floors situated within Malaysia’s premier shopping destination Pavilion Kuala Lumpur, occupying its own glamorous façade and a private vehicle drop-off point. Here, in the kinetic heart of the Bukit Bintang shopping district, SHH’s own eye-catching 3D LED screens welcome clients into a swish, opulent and refined space featuring zones dedicated to displays, exhibition and events space, a private lounge with a bar, and a fine-dining venue.
Design and Concept
The new concept boutique implements an aesthetic theme of vibrant sophistication that echoes existing SHH Boutiques in the region. All the boutiques incorporate the same warm copper earth tones, mirrored surfaces and multi-layered visual elements.
The size and space of SHH in Kuala Lumpur, as well as its design and display approach, heralds SHH’s shift towards a ‘Maison concept’. This focus is centred on a personalised luxury shopping experience – one that encourages clients to ‘decelerate’ within a spacious, comfortable environment and take their time exploring each independent timepiece brand.
At SHH, exquisitely crafted watches equate to works of art – and as such, its timepieces are displayed like art pieces in a museum, inviting clients to step closer and learn more at their own pace.
The Main Display Area
As they enter the boutique, clients are greeted by a main display area that presents podium capsules with a rotating selection of the rarest horological highlights. The rear wall of the main area is dedicated to a selection of brands, each with individual interactive digital panels that offer the finer details of its mechanics, heritage and watchmaker.
Further into the boutique, clients enter a grand central island topped with a sparkling gold and crystal chandelier featuring the SHH logo, inspired by the caseback of a watch.
Private Lounge
Collectors and horology enthusiasts are invited into the SHH private lounge to view their selected timepieces in an intimate setting that guarantees comfort and privacy, elevating the unparalleled pleasure that stems from closer examination of an exquisite timepiece. This private lounge – equipped with a full-fledged bar – is also used for exclusive gatherings or VIP meetings with visiting brand principals.
An Unprecedented Epicurean Haven
Gracing the second floor of SHH in Kuala Lumpur is its fine-dine venue, the first of its kind within any SHH boutique across the region. This space unites culinary mastery and the artistry of the world’s premier independent watchmakers. Reserved exclusively for VIP clients, the space unfolds into a realm for exceptional private fine dining encounters orchestrated by globally renowned chefs. This pioneering concept accommodates intimate gatherings of 16 for lavish sit-down experiences or welcomes groups of up to six for an exquisite omakase-style journey, complemented by a fully functional bar.
Exterior
The boutique’s facade boasts an eye-catchingly unique 3D anamorphic LED billboard screen. Pedestrians on the Pavilion Kuala Lumpur link bridge and commuters will witness mesmerising video displays of timepieces that are exclusively available at SHH.
Exhibitions and Events
As SHH continues expanding upon its vision of celebrating the art of watchmaking, the boutique has added an exhibition and events space to host a variety of brand engagement events, from
technical watchmaking classes to new collection launches. SHH will also remain on the lookout for opportunities to collaborate with businesses from other industries, to continue providing fresh experiences to its esteemed clientele.
The raison d’être of SHH: a new chapter in a time-honoured journey
When first established in 2005, the goal of Sincere Haute Horlogerie was to champion independent watch brands, and to be a destination where collectors would encounter rare and unique brands
in person. Back then, it was a different era — the appreciation and acceptance of independent brands were still in its infancy, and much has changed since.
Over the years, as the popularity of watchmaking has become more mainstream, independent watchmaking has flourished. What was once on the margins of watch collectors’ awareness has at last found its spotlight in the present day — due, in part, to the efforts of retailers like SHH, who have always been ambassadors of independent watchmaking and pioneered horological education.
In response to the increasing sophistication of collectors in Asia and a rising demand for more depth in the experience of independent brands, the new SHH will elevate the established reputation of the previous boutique and offer a purer experience, raising the bar for the quality of the retail experience for watch collectors.
The mission to advance the education and appreciation in horology will continue through the creation of exclusive events for collectors, with frequent opportunities to meet and interact with the rarely seen watchmakers behind the brands, attend exclusive talks on specific types of complications and the history of watchmaking, and participate in experiential sessions on watchmaking, movement decoration, and métiers d’art.
These activities will underscore the unique philosophies and practices of each independent brand, allowing for an in-depth appreciation of the efforts undertaken in making these objects of beauty. SHH – built upon a foundation of strong relationships with the best brands and its unique boutique concept – is the ideal platform for the creation of exclusive limited editions.
Says Mr. Ong Ban, CEO of Sincere Fine Watches:
“Sincere Fine Watches has played the role of watch specialist since the early 2000s. Building a watch community where customers come together to exchange knowledge, discuss their passion, and immerse themselves in the world of haute horlogerie has always been important to us. Each visit should be memorable: the SHH philosophy is about showcasing the latest and the best. Our timepieces are the heroes of the shop, and it is our sales representatives’ responsibility to engage, educate, and explain the craftsmanship and unique intricacies of these astonishing pieces.”
17 Launch Brands
SHH in Kuala Lumpur will proudly launch with the following brands, chosen for their unique attributes and outstanding craftsmanship: Angelus, Armin Strom, Arnold and Son, Christiaan Van Der Klaauw, Credor, Cvstos, Czapek & Cie., Faberge, Ferdinand Berthoud, Greubel Forsey, H. Moser & Cie., Lang & Heyne, Laurent Ferrier, Louis Moinet, Montblanc, Moritz Grossmann and Parmigiani Fleurier.
In total, the aforementioned 17 brands will be part of the launch of the newest concept boutique, with more to come in the future as new discoveries are made in the rarefied and ever-changing world of independent watchmaking.
SHH in Kuala Lumpur is officially open, and is located at Lot 1M.01.00, 1M.03.00 & C3.10.1C, Pavilion Kuala Lumpur Shopping Mall.