Sincere Fine Watches unveils refreshed flagship watch shop at Takashimaya

In a city that takes its watch shopping seriously, a familiar name has continued to raised the bar. Sincere Fine Watches has unveiled its refreshed and expanded flagship watch shop at Takashimaya Shopping Centre. Now relocated to Level 2, the store is as much a retail refresh as it is a rethink of how collectors engage with watches here.

At 1,900 sq ft, the new space is larger, but more importantly, better considered. The layout leans into what seasoned collectors actually want: room to browse, space to sit, and the option to step away from the main floor for a proper conversation. 

As Sincere’s CEO Ong Ban puts it, the aim is to create “a more personal and focused interaction” with watchmaking, rather than just a transactional visit.

Watch shop designed like a private club

The biggest change is the boutique’s ambience. The entrance, which is framed by green marble and warm gold tones, sets a polished tone without feeling overwrought. A 2.4m see-through display table draws you in, but once inside, the mood exudes warmth.

At the centre of the space, lined in tasteful black and gold, sits a sculptural lighting installation above a mirrored fluted couch that forms a cosy lounge. It’s a subtle cue that this watch shop isn’t just about display cases but lingering longer.

More telling is the absolutely elegant private lounge, adorned in cream and gold, tucked deeper inside. Now fitted with a bar, it’s clearly designed for clients who prefer to view pieces away from the main floor — or for those longer conversations that tend to happen when serious watches are involved. 

It also doubles as a cosy venue for small gatherings and brand-led presentations, which should make it a regular stop for collectors tracking new launches.

A stronger mix of brands — especially independents

Beyond the interiors, this update matters because of what’s on display. The Takashimaya watch shop now adds Glashutte Original and Grand Seiko to its line-up in Singapore, joining an already impressive roster that includes names like Bovet, Greubel Forsey, H. Moser & Cie., Laurent Ferrier, and Parmigiani Fleurier.

The real point of interest, however, is the expanded focus on independents. A dedicated modular display now showcases 15 ateliers — including names such as Czapek & Cie., Gronefeld, and Louis Moinet — with the flexibility to rotate pieces and highlight new arrivals. 

That’s a smart move. Independent watchmaking has become one of the most interesting niches of high horology, and giving it proper space signals where collector interest is heading.

There’s also a more intimate presentation for Ferdinand Berthoud, reinforcing Sincere’s steady commitment in bringing highly exclusive premium brands into a single retail environment.

Why this matters for Singapore’s watch scene

Sincere Fine Watches has been around since 1954, and in that time, it has evolved alongside Singapore’s own watch culture. This refreshed boutique feels like a natural next step — less formal than the old-school luxury watch shop, but still serious where it counts.

In practical terms, it’s the perfect place to actually spend time with watches. And in a market where collectors are increasingly informed and selective, that should matter more than interior design bells and whistles.

The new Sincere Fine Watches boutique is located at Takashimaya Shopping Centre #02-12 A/B/C and is open daily from 10am to 9pm.