Sincere's Kate Lim On The Future Of Watch Retail
The Regional General Manager of Sincere Watch Limited shares insights into the company's 70th anniversary celebrations and its strategic vision for the future.
Sincere Fine Watches, established in 1954 in Singapore, is Asia’s prominent retailer of global watch brands. Our SHH (Sincere Haute Horlogerie) concept store curates exclusive independent watch brands, offering rare timepieces that exemplify craftsmanship and innovation.
To celebrate our 70th anniversary this year, we have organised a series of events and initiatives to honour our legacy and engage our community of watch enthusiasts. One of our most exciting initiatives is The Horology Lab, which runs until November. This initiative extends beyond traditional retail, featuring workshops, fireside chats, and lectures to make watch education accessible to everyone, whether seasoned collectors or newcomers.
In collaboration with esteemed watchmaking houses, we’ve also launched 12 limited-edition timepieces under the Sincere Platinum Jubilee Editions. These exceptional creations, crafted by industry luminaries, pay tribute to our 70-year legacy, blending artistry, creativity, and unique customisations that stand out.
Choosing watch models to focus on was the first step. We selected iconic timepieces from the brands, including those with unique movements, to enhance our customers’ collections. Next, through detailed discussions with our partners, we considered different customisation options. Our goal was to create Sincere Platinum Jubilee Editions timepieces that stand out and represent significant firsts for the brands.
Our collectors’ insights guided our selections. They ensured such timepieces honoured both Sincere Fine Watches’ legacy and the rich histories of our partner brands. As loyal customers are an integral part of our journey, we listened to their feedback during the design process.
In my view, a watch retailer’s primary goal is to assist brands in establishing their presence in the market, help our customers make well-informed choices for their collections, and offer dependable aftersales service.
Some might assume we are simply a point of sale for the various brands in our portfolio. However, our role is more than that. It includes educating and inspiring our customers by perpetuating their passion for watchmaking.
Essentially, when it comes to luxury timepieces, nurturing and sustaining relationships with customers and providing a physical space for them to interact with these timepieces are still very important. What has changed, however, is how we engage with our customers. As the value of a retailer lies in the unique access and experiences we can provide, we communicate constantly with the brands we represent.
Thanks to these close relationships, we can bring the people behind these brands to our shores and offer customers a chance to meet the creators to gain a unique insight into the watch industry. For this reason, we created Fireside Chats for The Horology Lab this year. We hope these sessions provide attendees with valuable insights, inspiring them to learn about the industry beyond what can be found online.
We have also embraced digital strategies to connect with a younger demographic. Our digital launch of the Parmigiani Fleurier Tonda PF Micro Rotor Steel Pacific Blue SHH Edition in July last year successfully engaged collectors in their early 30s, signalling the potential of online-to-offline engagement. This led us to opt for a similar strategy to introduce the Parmigiani Fleurier Tonda PF Automatic 36mm Sunlit Ivory SHH Edition earlier this year.
We believe the online-to-offline shopping experience is here to stay. We will continue to engage our online audience through exclusive events that connect brands and collectors. Our goal remains to be trusted advisors, offering exceptional timepieces and fostering a deeper appreciation for the art of watchmaking.
The increasing focus on digital platforms aligns with the growing trend of consuming information online. Thanks to the abundance of web content, holding on to our audience’s attention, particularly as attention spans shorten, has become more challenging. To meet this requirement, we have focused on creating compelling content that appeals to seasoned collectors and budding watch enthusiasts. Our mission is to inform and inspire, nurturing a deeper appreciation for the art and skill of watchmaking.
As we move forward, integrating digital strategies with in-person interactions remains key. It allows us to balance tradition and innovation and to reach out to new audiences while fostering a deeper appreciation for the art of watchmaking. We’ve also started creating more personalised content to engage with collectors. This includes involving them in our social media posts and community activities. We have even invited some to be panellists in our fireside chats. Our mission is to provide our audience with an even more comprehensive view by considering the perspective of watch collectors. This approach lets us emphasise the emotional aspects of collecting beyond mere product ownership.
We are also reaching out to younger audiences by inviting university watch clubs to our events. Through nurturing their passion early on, we aim to cultivate a new generation of collectors, strengthen our relationships with the brands we represent, and foster an appreciation for fine timepieces among a diverse and evolving audience.
Looking ahead, the role of the watch retailer will continue to evolve. Leveraging technology to enhance the in-store experience, we are committed to providing meaningful and personalised experiences. Combining modern engagement with the luxury heritage of Sincere Fine Watches, our upgraded boutiques with digital storefronts and interactive panels reflect this commitment.
Maintaining Sincere’s legacy while adapting to modern demands is a delicate balance. Our approach is exemplified by initiatives such as The Horology Lab, an extension of the Sincere Watch Academy (2007). By embracing innovation while respecting the past and remaining true to our roots, Sincere Fine Watches will continue to thrive in the ever-evolving market.
