Sincere Haute Horlogerie unveils its new boutique store at The Shoppes at Marina Bay Sands

Since its inception in 2005 of at its former premises of Hilton Hotel in Singapore, watch collectors have been able to rely on Sincere Haute Horlogerie’s expertise to showcase the best timepieces from the world of independent watchmaking, in a comfortable and luxurious environment.

CONTENT: Yiew Kai Jie

Following on their storied legacy, Sincere Haute Horlogerie has officially relaunched under a new name – SHH to further expand and reinvigorate their long-standing expertise with a new concept boutique at The Shoppes at Marina Bay Sands in Singapore, offering a state-of-the-art luxury experience for the most perceptive watch collectors.

In order to ensure a luxurious experience, SHH called upon the talents of celebrated Singaporean interior designer Peter Tay, to present his unique vision of the ideal space for the enjoyment of timepieces. Subtle variations of warm copper earth tones are the dominant color theme of the interior design, and these are set off against areas of reflective mirrored surfaces mostly along the upper edges of the ceiling. This creates an overall inviting, vibrant environment that reflects the boutique’s vision to form an enclave for the celebration of independent watchmaking.

The boutique is divided into two equal parts – the main display area and a private lounge. Lining the wall on the left at the main entrance are five podium capsules with a rotating selection of the rarest horological highlights on offer. This is complemented by a large central island that is meant for pieces from exclusive brands with ample space for the display of accompanying watch straps. Lastly, the rear wall of the main area is dedicated to a selection of brands with larger collections, with each having a dedicated interactive digital panel from which watch patrons can view more detailed information on each piece.

The inclusion of the private lounge, accessible via a private entrance from the main display area, is an important feature of the new store that was deemed necessary given the nature of exquisite timepieces. To that end, collectors will be able to use the private lounge to view their selected timepieces in comfort and privacy or for VIP meetings to be held for watch collectors to get together and share their passion with the added convenience of a dedicated wine bar for beverages.

“I was inspired by the idea of making a museum of sorts where the timepieces on display can be enjoyed as art. At the same time I wanted it to be a space that is not rigidly formal, that is also comfortable enough such that collectors can gather and enjoy the watches together.” said Designer Peter Tay.

SHH carries 19 different watch brands under its portfolio, all chosen due to their unique attributes and outstanding commitment to craftsmanship: Angelus, Armin Strom, Arnold and Son, Chopard L.U.C, Corum, Cvstos, Ferdinand Berthoud, Greubel Forsey, Grönefeld, H. Moser & Cie., HYT, Jacob & Co., Lang & Heyne, Laurent Ferrier, Montblanc, Moritz Grossmann, and Parmigiani Fleurier.

Additionally, Sincere Fine Watches welcomes two new brands under its wing – Czapek & Cie and Louis Moinet – as they make their exclusive debut in the new SHH concept boutique.

In commemoration of the official opening of SHH, three exclusive SHH Edition timepieces were announced on the same day. These include the Laurent Ferrier Classic Origin (Limited to 10-pieces), the Lang & Heyne Georg (Limited to 12-pieces) and the Greubel Forsey Double Balancier Convexe (Limited to 6-pieces).

SHH Flagship Boutique
The Shoppes at Marina Bay Sands B2M-202, Singapore 018972