SHH, also known as Sincere Haute Horlogerie, debuts its latest SHH store in Pavilion Kuala Lumpur, Malaysia. Upon walking through the glass doors and clients are greeted by a sprawling space of 5,000 square feet that holds a main display area bathed in warm copper earth tones — a signature colour scheme of the brand. While the boutique’s stylistic sophistication echoes existing SHH boutiques in the region, the Kuala Lumpur store stands out from its Southeast Asian counterparts for being the largest boutique in the region to date and is the only SHH boutique equipped with its very own private dining venue and bar.

SHH’s main display area holds exquisite podium capsules with a rotating selection of the rarest horological highlights, each displayed with individual interactive digital panels that offer the finer details of the piece’s mechanics, heritage and watchmaker. The 17 brands on display include Arnold and Son, Christiaan Van Der Klaauw, Credor, Cvstos, Faberge, Ferdinand Berthoud, H. Moser & Cie., Lang & Heyne, Louis Moinet, Montblanc, and Parmigiani Fleurier. The concept is to equate exquisitely crafted watches to works of art — and by doing so, displaying timepieces like artwork in a museum, invite clients for a closer look while simultaneously learning more at their own pace.

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However, it is not simply the brands within the store but also the personalised luxury shopping experience that makes a trip to SHH a memorable one. This experience encourages clients to take their time exploring each independent timepiece in a comfortable environment. As Mr. Ong Ban, CEO of Sincere Fine Watches states: customers are encouraged to “come together to exchange knowledge, discuss their passion, and immerse themselves in the world of haute horlogerie”.

The new SHH boutique come at a time where we are beginning to see an increasing sophistication of collectors in Asia and a rising demand for more depth in the experience of independent watch brands. As one of Singapore’s most established names in luxury watch retail, Sincere Fine Watches has grown since its inception in 1954 to currently operating in more than 20 boutiques with a network of points-of-sale spanning countries including Australia, Malaysia, Singapore and Thailand. SHH aims to hone in on this surge while continuing to raise the bar for its quality in the retail experience of watch collectors.

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