Sincere Fine Watches, Asia’s premier watch specialist, proudly announces its Platinum Jubilee, celebrating seven decades of distinguished service in the world of fine timepieces. Aptly themed A New Era, this historic milestone underscores the trajectory of the trailblazing retailer that has consistently demonstrated resilience, growth, and a steadfast commitment to the art of horology.
Continuing A Legacy of Excellence
Since its establishment in 1954, Sincere Fine Watches has become synonymous with rarity and refinement, boasting a curated collection of exquisite watches that resonate with the fine tastes of connoisseurs. Today, the retailer has expanded its footprint to include 20 boutiques across Asia, including those operated by Pendulum Ltd., a wholly owned subsidiary of Sincere Watch Limited. Operating under the Sincere banner in Thailand since 1992, Pendulum Ltd., has played a pivotal role in pioneering the luxury watch industry within the Thai market and has firmly established its position therein. The group’s diverse portfolio now encompasses an extensive selection of more than 40 prestigious brands.
Having long championed independent watchmaking, Sincere Fine Watches played a pivotal role in introducing esteemed names like A. Lange & Söhne, F.P. Journe, and Franck Muller to the Asia-Pacific region during the 1990s. This legacy solidifies the retailer’s reputation as a pioneer within the industry.
The company’s strategic rebranding of Sincere Haute Horlogerie to SHH, along with the launch of four SHH boutiques over two years, underscores its deep-rooted commitment to cultivating the region’s horological landscape. This expansion also includes the establishment of mono-brand boutiques, such as Franck Muller in Singapore, Malaysia, and Thailand, TUDOR in Singapore and Malaysia, and Zenith in Thailand.
Sincere’s deep-rooted commitment to cultivating the region’s horological landscape is evident in the establishment of monobrand and multibrand boutiques across the region.
The watch retailer has strategically enhanced its presence by reinforcing its multibrand boutiques, boasting two in Singapore and three in Malaysia, notably including the largest SHH boutique at Pavilion Kuala Lumpur, alongside three Pendulum Boutiques in Thailand. Coupled with a highly curated selection that reflects ever-evolving trends and the demands of its clientele, Sincere Fine Watches’ unwavering dedication reinforces its mission to provide unique designs and horological expertise to seasoned connoisseurs and new collectors.
In a pivotal event in March 2021, Sincere Fine Watches was warmly welcomed into the Cortina Holdings family. This synergistic alliance has enabled the brand to leverage Cortina’s extensive business strategy and fortify its market position. This alliance thus ushered in a new chapter, characterised by enhanced strength, resilience, and stability.
Since its reintroduction in September 2022 at The Shoppes at Marina Bay Sands, the SHH Concept has expanded across 4 key markets – Singapore, Thailand, Taiwan, and Malaysia.
The Renaissance of SHH
The joint endeavour between the two industry stalwarts has reaped immense success, particularly in the rejuvenation of Sincere Haute Horlogerie, a sanctuary for independent horological craftsmanship established in 2005. Reintroduced in September 2022 under the new moniker SHH, the boutique at The Shoppes at Marina Bay Sands in Singapore stands as the first of its kind, embodying the quintessence of luxury independent watch retail. Boasting a repertoire of over 20 eminent independent brands, the boutique is adorned with lavish design elements and an exclusive lounge, where discerning clients can admire exquisite timepieces and partake in private events or one-on-one sessions with visiting brand principals from esteemed watch brands.
The success story extends to Bangkok, where SHH provides a highly intimate space that offers VIP clients a highly discreet and personalised experience. In Kuala Lumpur, the global flagship SHH boutique enhances the luxury experience with a private dining venue, complete with a fully operational kitchen, epitomising the brand’s commitment to exceptional customer engagement. The newly inaugurated SHH boutique in Taipei is located within the iconic Taipei 101 and offers the same distinctively refined environment allowing aficionados to indulge in their horological pursuits.
Nurturing Horological Appreciation
As part of its Platinum Jubilee celebrations, Sincere Fine Watches is reaffirming its passion for horological education and appreciation. Drawing from the success of the former Sincere Watch Academy, the watch retailer is poised to unveil The Horology Lab. Extending beyond retail, this initiative is about fostering an environment where the intricate craft of horology is celebrated and appreciated.
Set to establish and cultivate the art of watchmaking, The Horology Lab will offer a rich calendar of educational events tailored to enrich attendees’ understanding of the multifaceted craft of watchmaking. Running from May to November, the Horology Lab will be built on three main pillars. The first is the Experiential Atelier – a hands-on workshop where expert watchmakers guide participants through the delicate intricacies of movement assembly and dial decorations. Next will be the thoughtfully curated series of Fireside Chats – where thought provoking discussions with industry experts will help the audience develop insightful perspectives. The Fireside Chats will delve into a diverse array of topics, including the evolution of iconic timepieces and the latest industry trends shaping the world of horology. To enrich the educational experience, The Horology Lab will host a series of lectures exploring topics such as astronomy, the history of timekeeping, iconic watch designs, and the intricate realm of watch complications with the aim of fostering a deeper appreciation of watches among established collectors and inquisitive novices.
With a mission to make watch education accessible to all, the public will have the opportunity to register for The Horology Lab activities. A dedicated microsite has been created to showcase the latest event updates, streamline the registration process, and provide information on the latest Sincere Platinum Jubilee Edition launches. Click here to learn more.
To kick off Sincere’s Platinum Jubilee Celebrations, the retailer has partnered with independent German watch manufacturer Moritz Grossmann to host the inaugural fireside chat with a live demo. This event will be streamed online and is open for public registration, aiming to extend the accessibility of watch knowledge to all enthusiasts.
The first component of this event will comprise a live demo of the annealing process – which involves heating a metal or alloy to a predetermined temperature and maintaining it for a certain time, before allowing it to cool back down to room temperature. This process not only improves ductility and reduces brittleness it also allows Moritz Grossmann’s skilled craftsmen to achieve their iconic brown-violet annealing hue within a small temperature window.
The fireside chat will delve into German watchmaking, as well as current market trends observed within the luxury watch industry. Joining the discussion will be key stakeholders, including Regional General Manager of Sincere Watch Limited, Ms. Kate Lim, Founder and CEO of Moritz Grossmann, Ms. Christine Hutter, alongside an industry thought leader and a passionate watch enthusiast. With these diverse perspectives, this panel aims to provide valuable insights meaningful to all attendees.
Exclusive Platinum Jubilee Novelties
To commemorate its 70th anniversary, Sincere Fine Watches has embarked on an exciting collaborative endeavour with esteemed watchmaking houses, culminating in the launch of limited-edition Platinum Jubilee timepieces. From May to November, watch enthusiasts and collectors can own a tangible piece of horological history with exceptional tribute creations by renowned names, such as Chopard, Christiaan van der Klaauw, Czapek & Cie., Fabergé, Ferdinand Berthoud, Franck Muller, Lang & Heyne, L.U.C by Chopard, Laurent Ferrier, Moritz Grossmann, H. Moser & Cie., and Zenith.
These meticulously crafted timepieces not only represent the pinnacle of artistry, creativity, and design but also embody the enduring partnership between Sincere Fine Watches and its esteemed brands. Each Sincere Platinum Jubilee Edition is crafted with Sincere’s legacy in mind, paying homage to the distinguished heritage of this revered watch retailer.
The inaugural special creation comes from esteemed German watchmaker Moritz Grossmann. Limited to 10 pieces, the Moritz Grossmann HAMATIC Astral Sincere Platinum Jubilee Edition is a timeless masterpiece featuring the distinctive HAMATIC hammer-style pendulum system for winding and an enchanting Goldstone dial.
In anticipation of the upcoming Platinum Jubilee of Sincere Fine Watches, Ong Ban summarises his thoughts with this forward-looking perspective: “As we approach our 70th year, Sincere embarks on a journey towards a promising future. Our essence extends well beyond retail; we are the storytellers of the narrative behind each timepiece, the educators unravelling the complexities of watchmaking, and the sentinels of timekeeping mastery. This 70th anniversary marks not just a celebration of our enduring heritage and legacy but is also a prologue to the exciting chapters yet to come. We invite our cherished patrons and the greater community to revel with us in this significant milestone, as we continue to weave our story into the fabric of horological history.”