What Singer Reimagined does

Singer Reimagined is a Swiss luxury mechanical watchmaker founded in 2017 in Geneva, operating as the watchmaking division of Singer Group. The company designs and produces ultra-limited-edition timepieces across nine collections (Track1, DualTrack, Caballero, Heritage, 1969, Divetrack, Flytrack, DLS, and Accessories), all powered by proprietary in-house calibres. Its core technical differentiator is a central chronograph display architecture — hours, minutes and seconds of elapsed time aligned at the dial's centre — combined with multi-barrel power reserve systems, flyback zero-reset mechanisms, and a patented four-barrel configuration delivering up to 144 hours (six days) of reserve (Calibres ST5000/ST5001). Materials span Grade 5 Titanium, forged carbon, bronze, 18k gold, and Damascus steel, with complication coverage extending from dress watches to a 300m diving chronograph (Divetrack).

The brand serves high-net-worth collectors, motorsport enthusiasts, and owners of Singer Vehicle Design DLS cars via a curated global authorised retailer network spanning 20+ cities in Europe, North America, Latin America, the Middle East, and Asia. Pricing is quote-based and not publicly disclosed; production is structurally constrained to limited editions (typically 10-50 pieces per release), and bespoke commissions (DLS) are priced upon request. Sales route exclusively through vetted retailers and the Singer House & Workshop in Geneva, with no direct online purchase. Strategic partnerships — Singer Vehicle Design, Hertz Team JOTA, Perpétuel Gallery, GMT Publishing/Fine Watch Club, GoS Watches/Damasteel, Genus, and The Limited Edition — anchor the brand's positioning at the intersection of automotive heritage and haute horlogerie.

Revenue is generated almost entirely from one-time mechanical timepiece sales. The brand holds a registered patent on its four-barrel architecture and has achieved auction validation via the Track1 Prototype's CHF 52,500 sale at Phillips Geneva Watch Auction XI in June 2020. With six employees, Singer Reimagined operates as a small-batch, craft-driven enterprise with no external funding rounds disclosed in the available data.

Name

Singer Reimagined

Legal name

Singer Reimagined SA

Website

https://singerreimagined.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Singer Reimagined is a Swiss luxury watchmaker founded in 2017 in Geneva that designs and produces ultra-limited mechanical timepieces across nine collections using proprietary in-house calibres, selling exclusively through a global authorised retailer network to high-net-worth collectors, motorsport enthusiasts, and Singer Vehicle Design DLS car owners.

Ownership category

akta.pro rank

Product category

Luxury Mechanical Watches (Haute Horlogerie)

NAICS

Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industries

Independent/Microbrand Watches (CRAKADAH), Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ)

Keywords

• Luxury mechanical watches
• High-end chronographs
• Haute horlogerie
• Swiss watchmaking
• Bespoke timepieces

Headquarters

HQ city

Geneva

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Luxury Mechanical Timepiece Sales: Singer Reimagined generates revenue primarily through the direct sale of luxury mechanical watches across multiple collections (Track1, Flytrack, 1969, Heritage, Caballero, DualTrack, Divetrack, DLS). Watches are sold exclusively through authorised retailers and the Singer House in Geneva. The brand operates in the ultra-high-end segment of the luxury watch market with limited production quantities driving exclusivity and collector demand.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Singer Reimagined designs, manufactures and sells ultra-high-end Swiss-made mechanical watches across eight proprietary collections (Track1, DualTrack, Caballero, Heritage, 1969, Divetrack, Flytrack, DLS), each powered by in-house calibres featuring central chronograph display, patented multi-barrel power reserve systems (up to 6 days), and flyback zero-reset mechanisms. Watches are produced in strictly limited quantities and sold exclusively through a curated authorised retailer network and the Singer House & Workshop in Geneva.

Product overview

Singer Reimagined is a Swiss luxury watchmaking company established in 2017 in Geneva, operating as the watchmaking division of Singer Group. The company specializes in high-end mechanical timepieces with proprietary movements, organized into eight distinct collections: Track1 (central chronograph chronographs with Calibre 6361), DualTrack (dual-timezone watches with Calibre ST5001 DT), Caballero (dress watches with Calibre-4 Solo Tempo), Heritage (vintage-inspired pieces with restored movements), Divetrack (professional diving chronographs), 1969 (retro-styled chronographs and timers), Flytrack (flyback chronographs with specialized scales), and DLS (bespoke commissions for car owners). The company also produces limited collaboration pieces and offers the Singer Watch Case accessory. All timepieces feature proprietary movements engineered in-house with innovative complications such as central chronograph displays, flyback mechanisms, and multi-barrel power reserve systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Track1 Collection Signature chronograph collection featuring the revolutionary Singer Reimagined central chronograph display, with hours, minutes and seconds aligned at centre. Powered by Calibre 6361 with 60-hour chronograph capacity. Targeted at luxury watch collectors and motorsport enthusiasts.
• DualTrack Collection Dual time zone mechanical watch collection with peripheral 24-hour home time display and central local time hands. Features Calibre ST5001 DT with 144-hour power reserve. For international luxury travellers and collectors requiring dual timezone functionality.
• Caballero Collection Elegant dress watch collection housing the proprietary Calibre-4 Solo Tempo movement with four-barrel architecture providing 144-hour (6-day) power reserve. Includes special editions with diamond settings. For collectors seeking refined dress-watch aesthetics.
• Heritage Collection Collection celebrating watchmaking heritage with hand-restored movements visible through exhibition casebacks. Features classic chronograph and dress watch designs with refined finishing.
• Divetrack Collection World's first mechanical diving chronograph with 24-hour central chronograph display. Professional diving instrument with 300m water resistance and helium release valve. Limited to 25 pieces.
• 1969 Collection Vintage-inspired collection referencing 1960s chronograph aesthetics. Features flyback timer and chronograph complications with 40mm case formats. Includes Chronograph Perpétuel limited edition with terracotta lacquered dial and Eastern Arabic numerals.
• Flytrack Collection Flyback chronograph collection featuring specialized timing scales including tachymeter, pulsometer, telemeter, and barista functions for specific activity timing. For collectors valuing specialised mechanical chronograph functionality.
• DLS Collection (Bespoke Commissions) Bespoke chronograph commissions exclusively for owners of Singer Vehicle Design (DLS) cars, with customisation matching each vehicle's livery. Built on Track1 architecture with forged carbon cases.
• Collaboration Timepieces (Limited Editions) Special edition watches created in collaboration with partners including Perpétuel Gallery, GMT Publishing, The Fine Watch Club, Genus, GoS Watches, and Damasteel. Includes Only Watch charity auction pieces.
• Singer Watch Case (Accessory) Luxury watch storage case reflecting Singer's values of beauty, precision and care. Premium presentation and protection accessory for Singer timepieces.

Quantifiable outcome

• Track1 Proto achieved CHF 52,500 at Phillips Geneva Watch Auction XI, establishing Singer's record in haute horlogerie.
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• Singer Vehicle DesigncoreStrategic or Co-development Partner · 1 January 2017Singer Reimagined is the watchmaking division of Singer Group, founded in partnership with Singer Vehicle Design. Both share a philosophy of reimagining iconic designs with obsessive attention to detail, innovation, and craft. Singer Vehicle Design is renowned for its reimagined Porsche 911 restorations, and Singer Reimagined extends this philosophy into haute horlogerie.
• Hertz Team JOTAflagshipStrategic or Co-development PartnerOfficial partnership with Hertz Team JOTA in the FIA World Endurance Championship. Singer designed the livery of Hertz Team JOTA's Porsche 963 — a nod to Le Mans' centenary and the golden age of endurance racing. The Track1 Endurance Edition (24 numbered pieces) celebrates this partnership, with watches created for those who value design as much as mechanics.
• Perpétuel GalleryflagshipStrategic or Co-development PartnerCollaboration with Perpétuel Gallery (Melika Yazdjerdi and Hamdan Bin Humaid Al Hudaidi) on the Chronograph Perpétuel — a 10-piece limited edition of the 1969 Chronograph with terracotta lacquered dial and Eastern Arabic numerals, celebrating Arab culture and heritage. Second collaboration following the Flytrack Perpétuel Edition.
• Perpétuel GalleryflagshipStrategic or Co-development PartnerFlytrack Perpétuel Edition — a collaboration with Perpétuel featuring Eastern Arabic numerals encircling a pulsometric scale, deep khaki green dial with golden flange, limited to 10 numbered pieces. Each watch bears an individual 18-carat gold plate on the case, marking exclusivity and personal value.
• GMT Publishing and The Fine Watch ClubcoreStrategic or Co-development PartnerCollaboration with GMT Publishing and The Fine Watch Club on the Flytrack Cocktail Edition — a singular expression of horological creativity featuring an ice melt timer complication. Twelve numbered pieces in stainless steel, with matte black velvet dial and a brushed/silvered circular flange.
• GoS Watches and Damasteel (Sweden)minorStrategic or Co-development PartnerCollaboration for the Only Watch 2019 charity auction: the Track1 Damascus — a unique piece with a deep-etched Damascus steel case (black PVD coated with polished ridges), created in partnership with GoS Watches and Damasteel in Sweden. The piece was auctioned to support Duchenne Muscular Dystrophy research.
• GenusflagshipStrategic or Co-development PartnerCollaboration with Genus on the 8-Track Only Watch 2024 — a one-of-a-kind timepiece featuring a miniature 18-carat gold racecar that traverses a patented, non-linear figure-eight path across the dial, powered by a movement developed by Genus with no dial and no hands.
• The Limited Edition (Pietro Tomajer)minorStrategic or Co-development PartnerCollaboration with Pietro Tomajer of The Limited Edition (UK's destination for independent watchmaking) on the Flytrack On The Road Edition — a 10-piece limited edition paying homage to road trips and American motoring culture, inspired by Kerouac's novel.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Urwerk: Geneva-based independent watchmaker producing radical, limited-edition mechanical timepieces with proprietary movements and avant-garde displays. Direct peer in the independent haute horlogerie space with similar small-scale, design-driven philosophy.
• MB&F: Geneva-based independent microbrand producing ultra-limited, avant-garde mechanical watches with proprietary in-house movements. Closest comparable to Singer Reimagined on independent positioning, small-batch production, and engineering-led brand storytelling.
• Laurent Ferrier: Swiss independent watchmaker producing ultra-limited, classically inspired mechanical timepieces with in-house movements. Comparable to Singer Reimagined on small-batch artisanal production, collector focus, and reliance on Geneva-based craftsmanship.
• F.P. Journe: Highly regarded Geneva-based independent watchmaker with in-house calibres, limited production, and a strong collector/auction profile. Comparable to Singer Reimagined on independence, proprietary movements, and auction-led brand validation.
• DeWitt: Geneva-based independent watchmaker with proprietary movements and limited production runs. Direct peer in the independent haute horlogerie space with a comparable architectural/technical approach to watchmaking.
• H. Moser & Cie. Swiss independent luxury watchmaker focused on high-end mechanical timepieces with in-house movements and limited production. Comparable to Singer Reimagined in its small-batch approach, proprietary calibres, and curated authorised retailer strategy.
• HYT: Swiss independent watchmaker known for fluid-mechanical innovations and limited production. Comparable to Singer Reimagined as a small independent pushing mechanical innovation boundaries within the ultra-luxury segment.

Broad incumbents

• A. Lange & Söhne: German high-end mechanical watchmaker renowned for proprietary movements and chronograph complications. Broader incumbent peer to Singer Reimagined on craftsmanship, mechanical innovation, and prestige positioning in haute horlogerie.
• Richard Mille: Established ultra-luxury watchmaker known for ultra-limited mechanical pieces, motorsport partnerships, and proprietary materials/architecture. Comparable to Singer Reimagined on exclusive positioning, motorsport connections (Hertz Team JOTA-type partnerships), and high-ASP limited editions.

Emerging players

• Norqain: Switzerland-based independent mechanical watchmaker founded in 2018 with a focus on accessible-luxury mechanical pieces and direct-to-consumer distribution. Emerging peer that contrasts Singer's quote-only model with transparent pricing and digital sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/singer-reimagined

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Singer Reimagined