Business News: Sincere Opens SHH Concept Store in Kuala Lumpur

The retailer's largest boutique in Southeast Asia.

Singapore watch retailer Sincere Fine Watches has opened its newest Sincere Haute Horlogerie (SHH) concept store in Pavilion Mall located in Kuala Lumpur prime shopping district. As the biggest of the retailer’s many stores, the new establishment will serve as Sincere’s flagship, not only in Malaysia but throughout Southeast Asia.

Covering 5,000 square feet, this boutique is dedicated to independent watchmaking, as all SHH stores are. Amongst the 17 brands on offer are Greubel Forsey and H. Moser & Cie. Alongside the watches is a private lounge with a bar, and an upscale dining area.

The street-front facade with a custom LED screen

An further expansion of the SHH concept

Established almost two decades ago as a concept store focused on independent watchmaking, SHH is a vital part of Sincere, which was founded in 1954, making it Singapore’s oldest watch retailer. In 2020, fellow retailer Cortina Holdings acquired Sincere and revived the SHH concept, rolling it out in other markets including Taiwan and Thailand.

The store is set to offer timepieces from 17 mostly independent brands, including Parmigiani Fleurier and Ferdinand Berthoud. The offer, however, is diverse, ranging from the classical to the extravagantly modern with Jacob & Co. And limited editions crafted specifically for SHH Kuala Lumpur will be released in due time, as was the case with its boutique at Singapore’s Marina Bay Sands.

The boutique’s interiors are embellished in gold and copper tones to echo the SHH logo. The timepieces are presented in podium capsules reminiscent of those found in a museum, accompanied by touchscreen display panels offering information about the watches and their respective brands.

The boutique offers a secluded lounge for clients and enthusiasts to delve into the world of watches, accompanied by a well-appointed bar for a tranquil browsing experience. Furthermore, there is a space for watchmaking masterclasses and other social events.

Lastly, the boutique features an exclusive dining venue on its second floor, capable of accommodating up to 16 clients. Complete with its own kitchen and bar, it provides a sophisticated setting for dining events.