Ong Ban, CEO of Sincere Watch Limited
Marking its Platinum Jubilee this year, Sincere has grown from strength to strength since its humble beginnings in 1954. With the opening of its Sincere Haute Horlogerie concept boutiques in Malaysia, Thailand and Singapore, the watch retailer showcases that evolving to the changing needs of consumers is an essential part for the business. Here, Ong Ban, the CEO of Sincere Watch Limited talks about rethinking the watch retail scene.
How has the watch retail scene evolved since you first started in the industry?
When I began my journey in the early 1990s, the landscape was vastly different from what it is today. Information was a privilege reserved for those within the industry. Without pervasive digital resources, knowledge was precious and thoughtfully shared, accessible only to industry insiders through catalogues, press releases, and technical specifications.
The 90s also marked a pivotal period with the emergence of independent watchmakers such as Franck Muller and F.P. Journe. Many of these visionary creators have since evolved into the respected names we know today, shaping a new era in horology. The transformation since then has been profound, with the greater accessibility to information and the flourishing of these once-niche brands into prominent names in modern watchmaking.
Facade of the Sincere Haute Horlogerie (SHH) boutique in Pavilion KL.
What do you think sets SHH apart from its competitors?
As Asia’s premier watch specialist, SHH embodies the quiet luxury of our industry. From the decor and ambience of our spaces to the carefully curated merchandise, it exudes a strong sense of exclusivity and artisanal charm. The SHH concept is the curation of the finest independent watch brands, all housed in one location across four countries: Malaysia, Singapore, Taiwan, and Thailand. SHH is a celebration of the masterful craftsmanship and captivating details of independent watchmaking, presenting exquisitely crafted timepieces as true works of art.
How do you plan to overcome the challenges that are facing the watch industry right now?
Challenges in the watch industry are cyclical, and with 70 years of experience, our philosophy has always been to remain committed to our core value of horological excellence. This ensures that we are well-positioned to continue delivering breathtaking timepieces and building lasting relationships with our clients, driven by a common passion.
What do you think are some of the ways SHH could attract customers who are used to getting all their information online?
Collectors are more informed than ever, and it is essential for us to add value to their watch-collecting journey by curating meaningful touchpoints. The Sincere Watch Academy was a groundbreaking initiative when we first introduced it in 2007, and for Sincere’s 70th anniversary, we have revitalised the concept with a fresh approach.
The newly refounded Horology Lab focuses on three key pillars: the Fireside Chat, Experiential Atelier, and Horology Narrative. The Fireside Chat invites luminaries from the watchmaking world for intimate sessions filled with unparalleled insights and engaging discussions. The Experiential Atelier offers immersive, hands-on workshops where expert watchmakers guide participants through the delicate intricacies of movement assembly and dial decoration. The Horology Narrative provides an insightful lecture led by brand representatives, offering a comprehensive exploration into the world of horology. Sincere organises gatherings with our brand partners, allowing customers to engage directly with the key figures behind the brands.
The display area of the SHH boutique in Pavilion KL.
What do you think customers look for in a retail experience beyond the basics of providing good service?
Clients will continue to seek original and innovative products that reflect their personal tastes. With a diverse customer base, we are committed to meeting the varied needs and aspirations of our clientele, offering an experience that resonates across generations and preferences. At the forefront of this dynamic landscape, Sincere’s competitive advantage has always been its ability to identify and present the latest and best the industry has to offer. This includes offering a range of distinctive timepieces, from the robust, versatile pieces to the elegant, feminine watches, as well as intricate mechanical masterpieces.
Listening to our customers’ desires and turning them into reality has always been our guiding principle. This is exemplified by the creation of SHH, which reflects our commitment to offering a tailored, exclusive experience. At SHH, we have curated the most exceptional independent brands, offering access to the extraordinary craftsmanship and stories behind these rare timepieces, ensuring that every encounter is both inspiring and enriching.
How do you foresee the future of watch retail for the next five years?
The retail landscape over the next five years will be shaped by today’s leading brands, which will continue to grow in strength and thrive through their unwavering commitment to horology and the originality of their product creations.
Sincere Fine Watches has long been recognised as Asia’s premier watch specialist, and we are committed to reinforcing our position as a leader, setting the standard through curating the finest timepieces. Building on our core strengths, we will focus on strengthening the “software” aspect of our business. This includes refining our product offerings, expanding our Horology Lab events, and ensuring that we consistently deliver exceptional customer service at every touchpoint, reinforcing the bespoke and personalised experience that has always been at the heart of our brand.
How would you describe your leadership style?
My leadership style is rooted in an open-minded and inclusive approach. I prioritise creating a collaborative environment where our core team feels valued and empowered to drive our collective success. By nurturing a culture of excellence, this commitment ensures that Sincere Fine Watches remains at the forefront of the market as Asia’s premier watch specialist, setting the benchmark for exceptional products and unparalleled customer experiences.
What is the best business advice that was given to you that you still practise up to this day?
The best business advice I received is: “Prioritise attentive listening and exercising thoughtful discernment in our responses.” This advice reflects the value of gathering diverse perspectives and processing information thoughtfully. It fosters an environment where innovation thrives and thoughtful, informed actions are made.
