Premier watch specialist in Asia Sincere Fine Watches unveiled its latest flagship boutique at Starhill Gallery on April 27, providing the perfect setting for watch connoisseurs who appreciate the high level of art and quality embedded in a beautiful timepiece.

Sincere wanted to create an experience different from any other watch retailer. “The boutique is a different experience from everything else in Malaysia, and is a testament to Sincere’s authenticity, heritage and dedication in the purveying of luxury timepieces,” said Tay Liam Khoon, executive director of Sincere Watch Sdn Bhd.

The boutique’s design is a combination of elegant, yet avant-garde Victorian design that enhances the luxury haute horlogerie buying experience by engaging the visitor’s sense of sight, sound and touch throughout the retail space that measures 12,000 sq ft.

The main entrance to the boutique is lined with a state-of-the-art audiovisual theatre that simulates the traditional windows of conventional stores. Wood panelling and soft leathers are juxtaposed with marble and wrought iron finishes to create a contemporary retail environment and complements the fine works of some of the world’s most celebrated watchmakers of the 21st century.

The flagship is Sincere’s fourth boutique in KL and, according to Tay, will enable the group to push boundaries and challenge the status quo when it comes to the retailing of fine timepieces.

In fact, he said that much of Sincere’s success has been built on the group’s ability to communicate the art and culture of luxury watchmaking, thus “turning once less understood pieces into coveted prestige symbols that inspire passion, opinion, and in some cases obsession”.

Of course, at the heart of its contemporary retail design, is Sincere’s range of luxurious timepieces. These include exclusive brands, such as A Lange & Söhne and Roger Dubuis, along with some of the group’s progressive and in-house brands such as Franck Muller, Backes & Strauss, Cvstos and Christophe Claret.

Sincere was also recently appointed an authorised dealer for Rolex, and the group has not spared the opportunity to have at the boutique Malaysia’s largest Rolex shop-in-shop concept with a street front presence.

The full range of watches available include other brands, such as IWC, Breitling, Bell & Ross, Girard-Perregaux, Piaget, Tudor, Corum, Graham, Bulgari, Zenith, TAG Heuer and Blancpain.

The boutique is located on the Adorn Floor of Starhill Gallery and is open daily from 10am to 10pm. For more information, please contact the boutique at (03) 2141 8848.

This article appeared on the Live it! page, The Edge Financial Daily, May 7, 2012.