SHH, the retail arm of Sincere Fine Watches that stocks highly curated independent marques, just opened a 465-square-metre boutique in Malaysia
Opulent and cavernous, the 465-square-metre store stocks hotly coveted timepieces from 17 top-drawer indie brands at current count. By our estimate, SHH Kuala Lumpur is possibly the largest horological retail concept store of its kind in Southeast Asia.
Taking almost a year come to fruition, this boutique is SHH’s latest outpost following the opening of similar concept stores in Singapore, Thailand and Taiwan.
Rebranded from Sincere Haute Horlogerie, a retail concept that Sincere Fine Watches started in 2005 to champion independent watch brands, SHH carries niche but reputable and desirable names such as Christiaan van der Klaauw, Greubel Forsey, Armin Strom and Czapek & Cie., among others. Incidentally, these four brands have marched out boutique-exclusive limited-edition timepieces to commemorate the opening of SHH Kuala Lumpur.
“At SHH, we try to present the latest and best (of independent watchmaking). At the same time, we showcase brands and watches that are distinct and strong in different areas, from astronomical complications to tourbillons,” says Ong Ban, CEO of Sincere Fine Watches.
Awash in gold and red (SHH’s official colourways), the sprawling Kuala Lumpur boutique stands out from the other stores in the region with its private abode-like concept. The boutique spans two floors: the first decked out with art gallery-style displays and vitrines, as well a special VIP lounge area; and the second storey is home to a vast and exclusive domain furbished with a well-stocked, dining area and a professional kitchen that can accommodate up to a party of 16 for private meals and events.
“With a concept like this, it is not just about how many watches a shop can sell, but how we make our collectors happy. We see this from a perspective of passion as we also love watches ourselves. So, having such a luxurious place to relax with our customers and engage with them in a unique way is inspiring for us as well,” says Ong.