Sincere Haute Horlogerie Relaunches Feat. New Concept Boutique At The Shoppes, Marina Bay Sands

Unveiling the intricacies and wonders of independent watchmaking
By: Aqilah Najwa Jamaluddin
September 7, 2022

Since its inception in 2005 of Sincere Haute Horlogerie, at its former premises of Hilton Hotel in Singapore, watch collectors have been able to rely on their expertise to curate the best offerings and the best brands from the world of independent watchmaking, in a comfortable, luxurious and secure environment.

SHH Boutique Entrance

Following on from this storied legacy, Sincere Haute Horlogerie now relaunches under a new name—SHH, and further, expands and reinvigorates their long-standing expertise with a new concept boutique at The Shoppes at Marina Bay Sands in Singapore, offering an elevated luxury experience for the most discerning watch collectors.

The new concept boutique has been designed from the ground up to be a sanctuary for the celebration of independent watchmaking. Just as the watches on display tend to the level of art, so too should the environment in which they are showcased. In order to ensure a premium experience, SHH called upon the talents of celebrated Singaporean interior designer Peter Tay, to present his unique vision of the ideal space for the enjoyment of timepieces.

SHH Main Hall

Said Peter Tay: “I was inspired by the idea of making a museum of sorts where the timepieces on display can be enjoyed as art. At the same time I wanted it to be a space that is not rigidly formal, that is also comfortable enough such that collectors can gather and enjoy the watches together.”

Subtle variations of warm copper earth tones are the dominant colour theme of the interior design, and these are set off against areas of reflective mirrored surfaces mostly along the upper edges of the ceiling. The overall effect is inviting, yet multi-layered in visual interest, and overall, exudes an air of vibrant sophistication. 

SHH Private Lounge

The new boutique is now available for walk-ins and is located at unit #B2M-202 at The Shoppes at Marina Bay Sands with the official opening slated to be on the 7th of September 2022.

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