For the past seven decades, Sincere Fine Watches has been the foremost name in Asia when it comes to luxury watch retail and world-class service. Within the industry, insiders associate them with the art of fostering and strengthening relationships — not just with clients and buyers, but also with their partner brands.
To celebrate their Platinum Jubilee, Sincere Fine Watches is heralding a new era by collaborating with its partner brands to launch Exclusive Platinum Jubilee Novelties. These tribute creations are crafted in conjunction with some of the most celebrated names in watchmaking, including Chopard, Christiaan van der Klaauw, Czapek & Cie., Fabergé, Ferdinand Berthoud, Franck Muller, Lang & Heyne, L.U.C by Chopard, Laurent Ferrier, Moritz Grossmann, Moser & Cie., and Zenith. These novelties will be unveiled in the course of the year, and you can keep track of them on the Augustman and Sincere Fine Watches Instagram pages.
Seven decades is amazing in the competitive world of watch retail. To get some perspective on this momentous occasion, we spoke to Mr. Ong Ban, the erudite CEO of Sincere Fine Watches.
Congrats to Sincere for 70 years! How is the brand celebrating?
We are celebrating with a series of commemorative pieces in partnership with 12 brands. Additionally, we are reintroducing the Sincere Watch Academy, now rebranded as the Horology Lab. Through the Horology Lab, we aim to elevate the culture of watch appreciation to an entirely new level.
How significant is it to be part of a brand that has lasted seven decades? What does it mean to the brand, and to the people behind it?
Being part of a brand that has endured for seven decades is incredibly significant. As the premier watch specialist, our position in the industry is well-established. For our stakeholders, this longevity translates to stability, sustainability, credibility, and integrity.
Sincere has championed independent watchmaking. How important is a retailer such as Sincere in the watch market?
Since our inception, we have been at the forefront of introducing the latest and newest high-end timepieces. We continually develop new marketing and CRM strategies, and strive to bring fresh creativity to the market, which is why we have steadily onboarded new brands that continue to add value to our merchandising portfolio.
Of course, there are many independent brands out there — how does Sincere decide which brand to work with?
We consider several factors when selecting brands to partner with. We examine the brand’s history and background, and prioritise those with financial stability, ensuring a secure and mutually beneficial partnership. We also value brands with robust after-sales capabilities and a commitment to exceptional customer service, enhancing our clients’ overall experience. Additionally, we seek brands that enhance our merchandising portfolio, such as Greubel Forsey for its high level of finishing, Ferdinand Berthoud for its renowned marine chronometry and precision timekeeping, HYT for its innovative use of liquid to display time, and Christiaan van der Klaauw for its specialisation in astronomical complications.
As seen in all your retail concepts, a central part of Sincere’s work is engagement with your clientele — there are lounges and exclusive private spaces in your concepts, so the interaction is more about relationship-building. What was the thinking behind this?
We pride ourselves on building long-lasting relationships with our clients, often serving multiple generations. We envision our retail spaces as conducive environments for nurturing our collectors’ appreciation for fine timepieces. With our SHH concept boutique in Kuala Lumpur, the fusion of culinary artistry with watchmaking expertise creates an ambience that is both refined and indulgent, offering a one-of-a-kind dining experience complemented by exceptional timepieces, allowing our customers to create lasting memories in a unique setting.
What else does Sincere do to deepen this relationship with its clients?
We consistently strive to deliver excellence to our clientele and meet their demand for desired timepieces. We also organise personalised manufacture visits, allowing our clients to immerse themselves in the universe of the brands they love.
Last year has been a year of expansion for the Sincere brand. Is this year about catching your breath, or is the expansion continuing?
Last year was intense with store upgrades and openings, totalling 12 new locations across the region — six in Malaysia, five in Thailand, and one in Taiwan. With these expansions now complete, we’re shifting our focus on diving deeper into our operations and marketing initiatives to deliver even greater value to our clients.
You yourself have served as CEO for almost 16 years now. How does it feel?
It feels like just yesterday when I assumed the role of CEO. Time has passed quickly, yet my passion and drive to overcome challenges are still as resolute as they were on day one. The tasks and objectives remain the same: to put smiles on our customers’ faces with exceptional timepieces and quality service.
How do you think the brand has evolved in the time you’ve served as CEO?
Technology has played a significant role in Sincere’s evolution over the past seven decades. The emergence of social media has completely transformed the way we share our passion for watchmaking to consumers.
Do you have a favourite memory from your time as CEO?
Launching the new generation of SHH has been a key highlight, especially the flagship boutique in Kuala Lumpur, which features an exhibition space on the first floor and a private dining area on the second. This milestone is a testament to how much we’ve grown as a brand as well as our dedication to setting high industry standards to provide the best experience for our consumers.
