Sincere Haute Horlogerie Opens at Marina Bay Sands | SENATUS

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Sincere Haute Horlogerie Opens at Marina Bay Sands

14 September 2022

By Peter Vossner

Sincere Haute Horlogerie has moved from its premises at Hilton Hotel first opened in 2005, to now at Marina Bay Sands. The new concept boutique also launches under a new name, SHH.

The new store location hosts a main watch display area and a private lounge.

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 objects and materials. 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 boutique patrons can peruse more detailed information.

The inclusion of the private lounge, accessible via an entrance from the main display area, was an important feature of the new concept boutique that was deemed necessary from the very beginning given the nature of exquisite timepieces, whose enjoyment comes from the close examination of their details. To this end, collectors will be able to use the private lounge to view their selected timepieces in comfort and privacy, with the added convenience of a dedicated wine bar for beverages. Furthermore, the private lounge is also a space that will be used for hosting intimate gatherings or VIP meetings with brand principals in attendance, and will be a new focal point for collectors to interact and indulge their passion.

The goal of Sincere Haute Horlogerie when it was first established in 2005 was to be a champion for the watches of independent brands, and to be a place where collectors could experience rarely seen brands in person. It was a different era then, when the appreciation and acceptance of independent brands was in its infancy. This meant that the former boutique at the Hilton hotel contained a mix of both independent and group brands.

In response to the increasing sophistication of collectors in Asia and the increasing demand for more depth in the experience of independent brands, the new SHH will elevate the established reputation of the former boutique, and offer a purer experience, raising the bar for the quality of the retail experience for watch collectors.

Chosen for their unique attributes and outstanding craftsmanship, SHH is retailing brands including 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.

Two new brands are new additions to Sincere, namely Czapek & Cie and Louis Moinet.

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