Marking its 55th anniversary this year, Kee Hing Hung—one of Singapore’s most established luxury watch retailers—proves that in the world of fine timepieces, nothing rivals genuine knowledge and authentic service
Whether you are acquiring your first watch or are blessed to have been beyond familiar with the experience, the thrill never gets old. There’s always a quiet excitement in the air, from the moment a particular model catches your eye, to the ritual of slipping it on and feeling its weight. It’s also a deliberate process, one shaped in equal parts by instinct and appreciation. Because, after all, it isn’t just a timepiece you are buying—it’s a decision made with care, shaped by personal taste, emotion, and the promise of lasting value. Max How, managing director of Kee Hing Hung, one of Singapore’s longest-standing luxury watch retailers, is deeply attuned to the art of guiding customers through their horological journeys.
A thoughtful listener who values genuine connection, he understands that while fine watches are admired for their innovation, craftsmanship, and style, it is the stories behind them that give each piece its enduring significance.
Among How’s most treasured possessions is a Rolex Oyster from 1961—his first watch and a quiet emblem of the company’s evolution. From its origins as a humble trading business founded by his father, How Ting Hai, the Rolex and Tudor retailer has grown into one of Singapore’s most respected names in luxury watch retail. Perhaps How recognises something of himself in every customer, which is why he remains steadfast in ensuring that Kee Hing Hung is anchored by a philosophy of customer-first service.
The legacy ensues
Kee Hing Hung’s story unfurls, rather appropriately, with humble beginnings. How Ting Hai started the company as a modest trading firm in Chinatown in the 1960s. Initially a wholesaler of watches bound for overseas markets, the business found a new trajectory in 1970 when it relocated to a newly built unit in People’s Park Complex. At the time, this was the Orchard Road of its day—a lively commercial hub where trends were shaped and fortunes made. It was here that Kee Hing Hung made its retail debut, setting down the roots that would one day define its business today.
In the 1980s, the business underwent its second—and possibly most significant—development when Kee Hing Hung was appointed an Official Rolex Retailer. As part of a global network of official retailers for arguably the world’s most recognised name in luxury watches, Kee Hing Hung welcomed a new group of loyal and discerning clientele as it augmented its retail proposition.
In 2001, under second-generation leadership with Max How at the helm, Kee Hing Hung sharpened its focus by exclusively retailing Rolex—a move driven by the growing demand among its clientele. Two years later, Tudor, a sister brand of Rolex, was added to the fold.
To be a steward of Rolex and Tudor’s illustrious legacies demands conviction, passion, and almost instinctive sophistication. Stepping into Kee Hing Hung’s Rolex and Tudor’s boutiques, nestled side by side along Robinson Road, one gets a sense of the How family’s dedication to the cause.
Awash in warm and rich wood tones, and lavished by signature Rolex green accents, the Rolex boutique welcomes customers with an intimate and almost meditative embrace. Specially curated collections gleam underneath polished vitrines, awaiting one’s attention. Next door, the Tudor boutique exudes swagger and edge with matte black walls, spikes of red, and clean, modern lines—just the backdrop to peruse the brand’s range of stylish yet performance-driven sports-inspired models.
Yet no matter the setting, customers can expect nothing less than heartfelt service that is intuitive, informed, and confident. How prides himself on his deep knowledge of the brands he represents—knowledge that he continues to refine over time, knowing that the true value of a luxury timepiece lies not only in its make, but also in how it is presented and understood.
That is why How emphasises staff training. From product mastery to the art of relationship-building, every detail matters. Because a fine watch is never merely purchased, but chosen with deep consideration. And no matter how many times you experience this, being at the right retailer will make you feel like it’s the first time.
As the company transitions into its third generation—Max’s son, Tron, is now part of the business—the spirit of Kee Hing Hung remains steadfast. Its place among Singapore’s most respected watch retailers has not been inherited; it has been earned, decade by decade, customer by customer. More than a family-run business, it has become something rarer still: a trusted companion to generations of watch lovers and a benchmark for how luxury retail ought to be in Singapore.
This story first appeared in the August 2025 issue. Purchase it as a print or digital copy, or consider subscribing to us here
