Despite the makeover, elevated horological appreciation remains at the heart of the retail concept.

The formidable gathering of world-famous watch boutiques at Marina Bay Sands welcomes a new member with the opening of SHH, a longstanding purveyor of luxury independent watchmaking that looks to thrill watch aficionados with its repertoire of rare and exclusive brands.

Though the name is new, SHH is rebranded from Sincere Fine Horlogerie – a retail concept introduced in 2005 by Sincere Fine Watches to inculcate the appreciation of independent watchmaking in the region. Watch connoisseurs of a certain vintage will remember the Sincere Fine Horlogerie boutique at Hilton Hotel, which stocked a mix of independent and mainstream brands carried by the retailer. With SHH, the revamped retail concept and new Marina Bay Sands boutique offers a more purposeful experience of high-end independent watchmaking, demonstrated by a carefully curated selection of brands and the boutique’s opulent décor.

Literally haven on Earth for discerning watch collectors, the SHH boutique at Marina Bay Sands instantly immerses you into the world of SHH the moment you step into its plush confines. Warm, elegant, and intimate in equal measure, the elegantly appointed boutique is awash in rich beige and wood tones, and the watches are displayed in windows and vitrines as if they were art pieces.

Inside the boutique, customers are first greeted by five podium capsules lining the left wall housing a rotating selection of SHH’s most exquisite horological creations. At the main display area, guests are invited to examine the watches at close quarters. The watches are either poised at the central island display or along the rear wall, which showcases SHH’s core brands, each accompanied by dedicated interactive digital panels for you to learn more about the brands and their watches. Customers who wish to browse in greater privacy and comfort can make their way to the private lounge, where they can examine the exquisite timepieces while sipping on a glass of chianti served from the area’s dedicated wine bar.

“SHH is the highest expression of watch retail as it should be, and as what we have always aspired to. With this new boutique concept, we hope to deliver to the sophisticated watch collector an even higher level of enjoyment for the craft, passion, and creativity of independent watchmaking,” says Ong Ban, CEO of Sincere Fine Watches.

While they are all fiercely independent, no two brands or watches are alike at SHH. Carefully curated for the most discerning of watch collectors, each marque brings its distinct horological philosophy to the table. The most compelling virtues of any esteemed luxury independent brand – originality, creativity, exclusivity, hand craftsmanship, and bold innovation – are all well-represented by SHH’s impressive line-up.

Greubel Forsey Double Balancier Convexe SHH Edition

From modern takes on traditional watchmaking, to refined and sophisticated technical complications, to expressions of contemporary avant-garde horology, watch collectors are spoilt for choice at SHH. The boutique currently carries 19 independent brands, each boasting a unique horological identity and philosophy. They include Angelus, Armin Strom, Arnold & Son, Chopard L.U.C, Corum, Cvstos, Ferdinand Berthoud, Greubel Forsey, Grönefeld, H. Moser & Cie., HYT, Lang & Heyne, Laurent Ferrier, Montblanc, Moritz Grossmann and Parmigiani Fleurier, as well as the latest additions to the family, Czapek & Cie, and Louis Moinet.

Lang & Heyne Georg SHH Edition

To commemorate the launch of SHH, the retailer premieres three exclusive editions to whet the appetite of collectors. They include the Greubel Forsey Double Balancier Convexe SHH Edition in a convex titanium case with two 30° inclined balance wheels linked by a differential (limited to 6 pieces); the Lang & Heyne Georg SHH Edition in rose gold with an artful ceramic dial (limited to 12 pieces); and the Laurent Ferrier Classic Origin SHH Edition in stainless steel with green opaline dial (limited to 10 pieces).

Laurent Ferrier Classic Origin SHH Edition

Spanning the experimental to the classical, each commemorative edition is distinct in personality and erudite in its expression of horology – a show of diversity in craft and creativity that is exactly what SHH champions. And this is just the beginning. SHH is looking forward to creating more exclusive limited edition watches in collaborations with its partner brands.

Here, Ong takes us through the thinking and ethos behind SHH.

Sincere Haute Horlogerie started in 2005 and is now rebranded as SHH. For our readers who are not familiar with SHH, please explain the idea and inspiration behind this retail concept.
"In line with Sincere’s position as a premier watch specialist, the basic intention was to bring the best horological creations to the collectors and connoisseurs in our markets. We work with key partners to push the boundaries of technical and aesthetic innovations."

How does this rebranding exercise reflect the changing tastes and habits of watch collectors here?
"The core business and objectives of SHH remain the same. The rebranding is more to enhance the up-to-date look and feel of a luxury store today. The private room was already in place in Hilton Hotel, but our SHH boutique now also includes the exclusive VIP room and dedicated island bar, elevating the experience for our most esteemed clients."

Ong Ban, CEO of Sincere Fine Watches

How does SHH differ from the retail experience at Sincere Fine Watches’ boutiques?
"Deceleration is the key word. We want to ensure that when like-minded collectors gather in the store, they are surrounded by a comprehensive array of independent brands for them to savour. By providing an environment that is conducive for our watch community to slow down and have the chance to fully appreciate the timepieces, the customer experience from the moment they step into SHH will be unlike anything else."

What are some of the brands we can currently find at SHH? And how do they express the ethos of SHH?
"We have Greubel Forsey, a brand that offers the highest execution and finishing of high-end watchmaking, and Ferdinand Berthoud, where you will discover centuries-old crafts reinterpreted in modern ways. There is also H. Moser & Cie., which I believe expresses creative simplicity at its best, and Parmigiani Fleurier, a brand that expertly demonstrates the ethos of form following function."

What are your criteria for brands that can be retailed at SHH?
"The first thing that we take into consideration is their aftersales service. This must be commensurate with both the brand’s market positioning & brand equity. Next, what the brand is offering must be a high-quality product that is well made. Finally, sustainability and the long-term future of the brand must not be in doubt. This is so that we can ensure we maintain SHH’s credibility as a purveyor of independent brands."

Now that SHH is embarking on a fresh start, how do you envision the growth and expansion of this retail concept?
"We envision SHH to be the regional platform for independent brands from all over the world. This would entail our expansion into other countries in the region, which apart from Singapore, includes Malaysia and Thailand. Our plans for North Asia are currently still being finalised."

The new SHH flagship boutique is located at B2M-202 at The Shoppes at Marina Bay Sands, Tel: +65 6634 9782

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