Sincere Fine Watches
- Company typePrivate
- Founded1954
- HeadquartersSingapore, Singapore
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Sincere Fine Watches does
Sincere Fine Watches, operating under the legal entity Sincere Watch Limited, is a Singapore-headquartered luxury watch retailer and authorized distributor founded in 1954. The company operates 20 boutiques across four Asian markets: Singapore, Malaysia, Taiwan, and Thailand (the latter through wholly-owned subsidiary Pendulum Ltd., under the Sincere banner since 1992). Its portfolio spans more than 40 brands, ranging from accessible luxury pieces (e.g., TUDOR at SGD 3,920) to ultra-complicated haute horlogerie from independent watchmakers (Greubel Forsey, F.P. Journe, Laurent Ferrier, Ferdinand Berthoud), with many high-complication SKUs priced 'on request'. Sincere runs three distinct retail concepts: Sincere Fine Watches (mainstream multi-brand), Sincere Haute Horlogerie / SHH (dedicated to independent haute horlogerie at Marina Bay Sands and regional locations), and Time Emporium (travel retail at Changi Airport Terminals 3 and 4, launched 2025). It also opened a Jacob & Co. mono-brand flagship boutique at Takashimaya in November 2025.
The company's go-to-market combines physical boutiques with personalized in-store consultation, an e-commerce storefront (sincerewatch.com) listing 611 products and shipping to 16 countries, and an experiential programming layer (Sincere Watch Academy est. 2007; Horology Lab events including Experiential Atelier, Fireside Chat, and Horology Narrative lectures; proprietary exhibitions such as 100 Tourbillons in 2013 and 100 Complications in 2016). Revenue mechanics are anchored in one-time luxury timepiece sales across all price tiers, supplemented by after-sales servicing revenue for warranty and out-of-warranty repairs; pricing is denominated in Singapore dollars inclusive of GST, with installment plans via UOB and AMEX. Technology is limited to a standard e-commerce platform, payment gateway integrations (Visa, Mastercard, AMEX, JCB, China UnionPay, PayPal), and shipping partnerships (FedEx), with no disclosed API, SDK, or proprietary AI/ML capabilities.
Sincere operates as a privately held subsidiary of Cortina Holdings Limited following Cortina's March 2021 acquisition. The brand is run by CEO Ong Ban with Kate Lim as Regional General Manager. The company is PDPA (Singapore) and GDPR compliant on data handling and is positioned as one of Asia's oldest and most respected luxury watch authorities, with a stated value proposition built on early access to independent watchmakers and horological education.
Sincere Fine Watches firmographics
Firmographics- Name
- Sincere Fine Watches
- Legal name
- Sincere Watch Limited
- Website
- https://sincerewatch.com
- Company type
- Private
- Founded year
- 1954
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Sincere Fine Watches industry classification
Industry- Product category
- Luxury Watch Retail
- NAICS
- Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)
- SIC
- Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)
- akta.pro secondary industries
- Watch & Timepiece Retail (CRAKAGAD), Watch Repair & Movement Service (CRAKALAE)
Keywords
Where Sincere Fine Watches is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices7 records
Markets served
Sincere Fine Watches business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Others
Revenue model
- Luxury Timepiece Sales: Primary revenue from the sale of luxury watches from over 40 prestigious brands including TUDOR, Jacob & Co., Franck Muller, Grand Seiko, Zenith, and independent watchmakers. Products range from entry-level luxury to ultra-high-end complications with prices varying from thousands to hundreds of thousands of Singapore dollars.
- After-Sales Services: Revenue generated from repair services, maintenance, and servicing of watches. The company provides after-sales support for products under manufacturer warranty and charges for repairs not covered under warranty. Standard repair timeframe is approximately 6 months.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Luxury timepieces with publicly listed prices ranging from approximately $3,920 to $49,170 SGD |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Sincere Fine Watches product offering
Product offeringCore offering
Sincere Fine Watches operates multi-brand luxury watch retail boutiques and an e-commerce platform through three concepts (Sincere Fine Watches, SHH, Time Emporium), retailing over 40 prestigious watch brands ranging from accessible luxury (TUDOR, TAG Heuer) to ultra-high-end independent watchmakers (Greubel Forsey, F.P. Journe, Franck Muller, Jacob & Co.). The company also provides paid after-sales services including repairs, maintenance, and warranties, with prices denominated in Singapore dollars and international shipping to 16 countries via FedEx.
Product overview
Sincere Fine Watches operates a multi-concept luxury watch retail platform across Asia with three distinct retail concepts: Sincere Fine Watches (main multi-brand boutique featuring over 40 brands including TUDOR, TAG Heuer, Longines, Bell & Ross, and Blancpain), Sincere Haute Horlogerie (SHH - dedicated to independent haute horlogerie brands such as Greubel Forsey, Laurent Ferrier, Arnold & Son, Louis Moinet, NORQAIN, and H. Moser & Cie.), and Time Emporium (travel retail concept at Changi Airport for globetrotters). The company retails a comprehensive portfolio spanning more than 40 prestigious brands from independent ateliers to established Swiss manufactures. Products range from accessible luxury timepieces ($3,920 for TUDOR 1926 Luna) to ultra-complicated haute horlogerie pieces (Jacob & Co., Franck Muller, Greubel Forsey) with prices exceeding $40,000. Additional offerings include Horology Lab educational experiences featuring Experiential Atelier, Fireside Chat, and Horology Narrative sessions with master watchmakers. The company operates 20 boutiques across Singapore, Malaysia, Taiwan, and Thailand (via Pendulum Ltd.), and a flagship e-commerce platform shipping to 16 countries worldwide.
Differentiator
Problem solved
Functional benefit
Brands
- Sincere Haute Horlogerie (SHH): A retail concept dedicated to high-end mechanical watches, curating exclusive and rarefied independent watchmaking brands. SHH operates as one of the world's first concept stores dedicated to high-end mechanical watches, later expanded to Bangkok, Malaysia, and Taiwan.
- Time Emporium
Products and services
- Sincere Fine Watches Multi-Brand Boutiques Multi-brand luxury watch retail concept operating 20 boutiques across Singapore, Malaysia, Taiwan, and Thailand, retailing over 40 prestigious brands including TUDOR, TAG Heuer, Longines, Bell & Ross, Blancpain, Bvlgari, Zenith, and Grand Seiko. Prices for listed timepieces range from approximately SGD 3,920 (TUDOR 1926) to SGD 49,170 (Parmigiani Fleurier TONDA PF), with many haute horlogerie pieces priced on request.
- Sincere Haute Horlogerie (SHH) Concept Store Concept store dedicated to exclusive and rarefied independent haute horlogerie brands including Greubel Forsey, Laurent Ferrier, Arnold & Son, Louis Moinet, NORQAIN, H. Moser & Cie., Czapek & Cie, Christiaan van der Klaauw, Lang & Heyne, Lederer, Moritz Grossmann, and Chronométrie Ferdinand Berthoud. Originally opened 2006 at the former Hilton Hotel in Singapore and relaunched in 2022 at Marina Bay Sands.
- Time Emporium Travel Retail Concept Travel retail concept operating at Singapore Changi Airport Terminals 3 and 4, catering to both seasoned collectors and curious globetrotters seeking luxury timepieces with duty-free availability during international travel.
- Horology Lab Educational Experiences Educational initiative committed to making watchmaking craftsmanship accessible through immersive experiences, including Experiential Atelier workshops with master watchmakers, Fireside Chats with brand representatives, and Horology Narrative lectures. Event registration is handled through the Eventbrite platform.
- After-Sales Watch Service Paid repair, maintenance, and servicing of luxury timepieces for products under and outside of manufacturer warranty. Standard repair timeframe is approximately 6 months. The service is supported through the dedicated channel [email protected].
- Sincere E-commerce Storefront Online boutique at sincerewatch.com featuring 611 products across 51 pages with filtering by category, brand, price, and availability. Ships internationally to 16 countries (Australia, Brunei, Canada, China, Hong Kong, Japan, Macau, Malaysia, New Zealand, Philippines, South Korea, Switzerland, Thailand, Taiwan, United Kingdom, United States of America). Offers free standard delivery within Singapore and free international economy shipping for orders of SGD 500 or more. Prices are displayed in Singapore dollars including GST.
- Ferdinand Berthoud Chronomètre FB 1RES.3 Sincere Platinum Jubilee Edition Commemorative limited edition timepiece (3-piece production) created in partnership with Chronométrie Ferdinand Berthoud to mark Sincere's 70th anniversary in 2024. Features exclusive salmon dial and platinum case combination in the FB 1RES series.
Quantifiable outcome
- Asia's first 100 Tourbillons exhibition in 2013 showcased 100 exceptional timepieces from 21 brands, engaging collectors with the pinnacle of horological complications
- +1 more outcomes
Companies that use Sincere Fine Watches
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Sincere Fine Watches technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Sincere Fine Watches partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- Pendulum Ltd.corePendulum Ltd. is a wholly owned subsidiary of Sincere Watch Limited operating in Thailand. Operating under the Sincere banner since 1992, Pendulum plays a pivotal role in shaping Thailand's luxury watch landscape, representing Sincere's retail presence in the Thai market.
- TUDORcoreSincere Fine Watches is an official TUDOR retailer, featuring TUDOR products prominently on the homepage and dedicated brand pages. Offers the complete TUDOR collection including Black Bay, Pelagos, and Royal lines.
- Jacob & Co.corePartnership with Jacob & Co. includes a mono-brand flagship boutique opened at Takashimaya Shopping Centre in November 2025, representing the first Jacob & Co. boutique in Singapore operated by Sincere Fine Watches.
- Franck MullercoreSincere pioneered the introduction of Franck Muller in Singapore in 1992, revolutionizing perceptions of independent watchmaking. The partnership spans over 30 years, with Franck Muller being one of the key brands represented by Sincere.
- A. Lange & SöhnecoreSincere onboarded A. Lange & Söhne into its portfolio in 1995, pioneering the showcasing of these German masterpieces of horology in the region, fostering appreciation for intricate complications and meticulous attention to detail.
- F.P. JournecoreSincere introduced F.P. Journe to Singapore in 1999, attracting a growing community of watch collectors passionate about independent watchmaking through a meticulously curated exhibition showcasing the brand's exceptional craftsmanship.
- Ferdinand BerthoudflagshipCollaborative partnership to create the Chronomètre FB 1RES.3 Sincere Platinum Jubilee Edition, a 3-piece limited edition commemorated for Sincere's 70th Anniversary in 2024. Features exclusive salmon dial and platinum case combination.
- Chopard L.U.CflagshipCollaborative partnership creating the Chopard L.U.C Sincere Platinum Jubilee Edition, specially created to commemorate the 70th anniversary of Sincere Fine Watches.
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
Sincere Fine Watches competitors and assessment
Company assessmentEmerging players
- Chrono24: Global online marketplace for new and pre-owned luxury watches connecting buyers with dealers and private sellers. Relevant as an alternative purchasing channel that competes with authorized retailers for customer mindshare, particularly in secondary and collector markets.
- Chronext: European online luxury watch retailer offering both new and certified pre-owned timepieces from multiple brands. Comparable as an omnichannel luxury watch retailer focused on digital-first customer experience and broad brand portfolio.
- Luxury Bazaar: Pre-owned luxury watch and jewelry retailer in the US and Singapore offering certified second-hand luxury timepieces. Comparable as a player in the broader Asian luxury watch retail ecosystem, particularly for the pre-owned segment that competes with authorized new-watch sales.
Broad incumbents
- Bucherer: Swiss-headquartered luxury watch and jewelry retailer with 100+ boutiques globally and now owned by the Rolex group. Operates a similar multi-brand authorized dealer model with strong relationships to major Swiss manufactures; relevant as an established incumbent peer in the same retail category.
- Watches of Switzerland Group: UK-listed operator of premium watch boutiques in the UK, US, and Europe with a multi-brand authorized retail model covering Rolex, Patek Philippe, Omega, TAG Heuer, and Breitling. Comparable as a large-scale multi-brand luxury watch retailer with omnichannel strategy and brand partner relationships.
Direct peers
- The Hour Glass: Singapore-headquartered luxury watch retailer operating across Asia-Pacific with multi-brand boutiques representing many of the same independent and Swiss manufactures (Patek Philippe, Rolex, Audemars Piguet, F.P. Journe, A. Lange & Söhne). The most directly comparable regional peer given overlapping geography, customer segment, and brand portfolio.
- Cortina Holdings: Parent company of Sincere Fine Watches and a leading luxury watch retailer in Southeast Asia with boutiques across Singapore, Malaysia, Thailand, and other regional markets. Closely comparable business model and customer base; represents Sincere's strategic direction post-2021 acquisition.
Regional players
- Raffles Watch: Singapore-based multi-brand authorized dealer and distributor of luxury and haute horlogerie timepieces serving collectors and enthusiasts. Comparable as a SE Asian multi-brand watch retailer with similar customer demographics and brand mix.
- Swiss Prestige: Singapore-based luxury watch retailer offering multi-brand authorized retail with focus on high-end Swiss timepieces. Comparable as a Singapore-headquartered regional competitor operating in similar luxury watch categories and customer segments.
- Sincere Watch (Hong Kong) / Oriental Watch: Hong Kong-based multi-brand luxury watch retailer with a long heritage representing premium Swiss brands across Greater China. Comparable as an established Asian multi-brand authorized dealer operating in similar customer segments, though primarily in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sincere Fine Watches social profiles
Digital presenceSincere Fine Watches compliance and trust
Trust signalCompliance2 records
Sincere Fine Watches financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sincere Fine Watches leadership team
Management profileNumber of profiles
Profiles2 records
Sincere Fine Watches subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sincere Fine Watches funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sincere Fine Watches M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sincere Fine Watches
What does Sincere Fine Watches do?
Sincere Fine Watches operates multi-brand luxury watch retail boutiques and an e-commerce platform through three concepts (Sincere Fine Watches, SHH, Time Emporium), retailing over 40 prestigious watch brands ranging from accessible luxury (TUDOR, TAG Heuer) to ultra-high-end independent watchmakers (Greubel Forsey, F.P. Journe, Franck Muller, Jacob & Co.). The company also provides paid after-sales services including repairs, maintenance, and warranties, with prices denominated in Singapore dollars and international shipping to 16 countries via FedEx.
Is Sincere Fine Watches a public or private company?
Sincere Fine Watches is a private company. It is classified as corporate owned and is currently operating.
When was Sincere Fine Watches founded?
Sincere Fine Watches was founded in 1954. It employs 51 to 100 people.
Where is Sincere Fine Watches based?
Sincere Fine Watches is headquartered in Singapore, Singapore, in the Asia region.
How does Sincere Fine Watches make money?
Two revenue lines are on record. Luxury Timepiece Sales are the primary driver. The others are after-Sales Services.
Who are Sincere Fine Watches's main competitors?
Emerging players on record are Chrono24, Chronext and Luxury Bazaar. Broad incumbents are Bucherer and Watches of Switzerland Group. Direct peers are The Hour Glass and Cortina Holdings. Regional players are Raffles Watch, Swiss Prestige and Sincere Watch (Hong Kong) / Oriental Watch.
Does Sincere Fine Watches have an API?
No public API is recorded for Sincere Fine Watches.
What industry is Sincere Fine Watches in?
Sincere Fine Watches's product category is Luxury Watch Retail. Its primary akta.pro industry code is CRAKADAL, Watch Retail (Authorized Dealers, Boutiques, Omnichannel), with a secondary code of CRAKAGAD, Watch & Timepiece Retail. Its NAICS code is 42394 and its SIC code is 5094.