Precedents and The Like - SINCERE FINE WATCHES

SINCERE FINE WATCHES, Sincere Haute Horology, Hilton Plaza, Singapore

Sincere Watch Academy

Singapore

Thailand

Taiwan

Singapore

Korea

Indonesia

Malaysia

India

It's no wonder why Sincere Haute Horlogerie at the Hilton Gallery in Singapore won Singapore Tourism's Best New Retail Concept. It is based on the concept "Only in Singapore."

"One distinct advantage Sincere Haute Horlogerie has over other watch boutiques is the luxury of space...For a lot of people, when you talk about luxury, space is a luxury. Our customers can enjoy the lounge environment. They can browse, it is like a meeting place for watch lovers." [Today Papers (March 30, 2007) ]

Sincere's Singapore store was to break the retail molds and provide a retail environment on par with any place store in New York, Hong Kong or Tokyo. I couldn't find much written on the interior design of the space, but the images really speak for themselves. There is alot of light play. The interior and exterior are so sculptural in form.

There is an admirably succesful blending of tradition and innovation here. The Sincere logo is chiseled, refined and timeless while the interior design speaks about the present, about the latest colors, product design, and architecture. It is luxurious and modern, yet curvaceous and sleekly comforting. Tones are warm oranges, earthy browns and ivory and in other places you see blue resin and metal framing and screening, yet both compliment the brand.

THE BRAND

The company states that it has built its reputation on these four strategic pillars:

• Brand Management
• Fine Watch Retailing
• Lifestyle Watch Retailing and
• Travel Watch Retailing

The company attributes its success to brand segmentation to fulfill the desires of its diverse clientelle: The Series Luxe, The Series Technics, and The Series Active.

Again, I appreciate how specifically they frame and describe their product.

"The Series Luxe features watches that reflect all of life’s luxuries. Gems and precious stones adorn these fabulous timepieces. Never failing to draw gasps of delight and awe
from onlookers, these watches are as much art as they are horological masterpieces. This magnificent collection belongs only to those who appreciate the finest things in life and who will go to great length to obtain them.

The Series Technics is targeted at the technologically-attuned segment that focuses on watches with great mechanical complications. The market for engineering intricacies is ever-growing, and the brands and models featured here border on the limits of man’s ability to create complicated timepieces of the finest quality.

The Series Active caters to those who are adventurous, sporty and who relish the pleasures of active recreations. These watches offer the best in presentation and performance while having the ability to sustain the rigors of every active lifestyle."

Interiors - Colors, Textures and Material Diversity

This space in incredible in its wide range of styles that come together seemlessly. Neoclassical furniture covered in velour and leather upholstery in dark, rich hues sit heavy and low against the expansive hardwood floor. The slight, yet minimal curves of the neoclassical reinterpretations pair well with the minimal, rectilinear solid wood furniture and shadow box-style display cases. The cases seem to float in randomized order, embedded in a mesh wall that keeps the eye dancing between the interior of the room and that which lies beyond and out of focus. Another wall is a screen and display wall entirely composed of the shadow box frames stacked upon one another and resting on a heavy base that doubles as cabinet storage. A few of the shadow boxes are backed and lined in red like jewelcases. Individual items are spotlighted this way.

One thing you'll notice about all of the retail spaces is that there is very minimal ceiling lights. This way the display cases are the most brightly lit. The atmosphere is dark, dramatic and sexy.

Long jewel cases double as bars, literally for special events - a key to creating a party atmosphere and draw a crowd to the store - host a soiree. There is comfortable seating where the customer can pull up a seat and talk with a representative and make well-considered decision. The company caters to the shopper looking for the full-service luxury shopping experience, and the purchase is much more like a finalized business transaction rather than an impulse buy. This sets up an arrangement familiar to many of the clients, some of the world's most famous celebrities and business moguls.

Read More About the Company -----> Sincere Fine Watches