Sinn’s origins trace back to 1961, beginning not in a corporate office but in the cockpit of a WWII aircraft. The brand’s founder, Helmut Sinn, was an aerial enthusiast—a seasoned pilot and instructor whose insights led him to design aviation watches that his peers could trust in flight. Luxury was never the primary ambition; it was merely a tool to achieve functionality. He prioritized creating watches that were easily repairable anywhere. Besides being robust, technical, and cutting-edge, these features ultimately defined the brand.
After over three decades in leadership, Sinn sold the business. This ushered in Lothar Schmidt, a former IWC engineer, who elevated the brand through groundbreaking innovations. For example, Tegiment technology enhanced Sinn watches’ surfaces, rendering them exceptionally scratch-resistant. Hydro technology infused watches with oil, eradicating distortion underwater for optimal readability at any depth. Ar-dehumidifying technology employed copper sulfate capsules to absorb moisture, preventing fog in extreme conditions. Sinn evolved from a mere aviation watch brand into a creator of mission-specific timepieces. Firefighters utilize the Einsatzzeitmesser, astronauts are equipped with the Series 140, and even white-collar workers have the Frankfurt Financial District models. Now, there’s something unique brewing for the Singapore market.
To mark Watches of Switzerland’s 60th anniversary — Sinn’s exclusive retailer in Singapore — the brand is launching the Sinn Pilot 104 St Sa I WOS Commemorative Edition. We spoke with Sarah Michel, Head of Sales at Sinn, to explore the new release, Sinn’s strategy for the Asian market, and how the brand remains aligned with its philosophy and distinct identity.
Sarah Michel, Head of Sales at Sinn
Can you share details about the commemorative watch Sinn created for Watches of Switzerland’s 60th anniversary? What are its unique features?
Sarah Michel (SM): You’ll notice several distinctive features compared to the regular 104 series. We have a special dial with a gradient hue that shifts from light blue at the center to a darker blue towards the edges. This gradient style has been popular in our special editions.
Sinn Pilot 104 St Sa I WOS Commemorative Edition
What’s noteworthy is that the darker blue extends onto the bezel inlay, a color we haven’t used before for the 104 models. Additionally, the date display is also in blue, creating a harmonious design.
Functionally, it mirrors the standard 104 model, featuring a dual-date display available in both German and English, thanks to the Sellita 220 movement. For instance, you can choose for it to show “Saturday” in English or “Samstag” in German, depending on your choice. There are 200 individually numbered pieces, each etched on the back, paired with a unique light blue cow leather strap that complements the dial.
What inspired the design and key elements of this commemorative watch?
SM: The main inspiration actually came from the Watches of Switzerland team. They might better articulate their specific source for the blue color.
Watches of Switzerland Representative: The color combination for this watch was inspired by our aim to establish a consistent theme for our limited editions. We focused on Singapore and its tropical elements. Therefore, we integrated greenery, earth tones for tree trunks, and blue to represent the water. For Sinn, blue embodies water, contributing to its fresh and cooling aesthetic.
Caseback of the Sinn Pilot 104 St Sa I WOS Commemorative Edition
If this watch had a personality, how would you describe it?
SM: I envision it as youthful and carefree. It has a lighthearted vibe, appealing to someone who enjoys looking good effortlessly. I can easily picture this watch on such an individual.
Sinn has a strong following in Europe; how do you plan to replicate that success in Asia?
SM: We’re on a promising path. We have sales partners throughout Southeast and East Asia and are excited to expand further. However, we also prioritize strengthening current partnerships. Sinn watches are highly technical, making them somewhat difficult to grasp at first glance. Therefore, knowledgeable partners who can convey the details are essential for us. We aim for sustainable growth, ensuring quality sales experiences.
Which specific Asian markets do you foresee having the best growth potential in the coming years, and why?
SM: Only time will reveal where we’ll experience the most growth in Asia. Currently, it’s premature to identify a particular market.
What are the main advantages of Sinn’s collaboration with The Hour Glass?
SM: The Hour Glass benefits from a knowledgeable team with excellent market access and beautiful retail spaces. Their well-trained staff is genuinely enthusiastic about watches. We’re very pleased with our partnership and look forward to nurturing it.
SM: We typically don’t endorse celebrities or athletes to wear our watches. Those you see donning Sinn timepieces have acquired them independently. We attend some sports events in Germany, primarily rally-related. For example, we’ll be present at a rally event this week with a longstanding brand-affiliated race car driver. However, any collaboration must resonate with Sinn’s core values—like when a record-breaking high-altitude jumper wore a Sinn watch.
SM: As a smaller brand compared to others, sponsorship can be quite costly. It doesn’t align well with our brand ethos either. We prefer that people wear Sinn watches because they truly appreciate them, rather than for monetary gain. We want our customers to be genuinely passionate about our technology and design instead of just celebrities promoting for profit.
Sinn’s newest pilot watch, the 156.1 (left) and 156.1 E (right)
In a theoretical “Watchmaking Olympics,” which events do you believe Sinn would excel in?
SM: (Laughs) Without a doubt, we’d shine in extreme diving competitions! Our UX model would excel, diving deeper than most can imagine—the watch outpaces you. I’d also wager we’d perform brilliantly in any piloting event, especially those checking legibility during flight. If there’s a contest for timing loops in the air, Sinn would certainly be a formidable competitor!
What do you perceive as the major challenges for the watch industry in the next ten years?
SM: We’re witnessing some challenges already. Post-COVID, when watches gained considerable attention, we find ourselves adjusting back to reality. The brand received much visibility during that time, and now we’re experiencing a gradual decline. It’s essential to work harder to maintain interest. Innovation is crucial; we need to craft watches that continue to captivate audiences and validate horology enthusiasts’ passions.
And regarding opportunities?
SM: Opportunities abound! Online marketing, novel exhibition formats, and diverse content-sharing methods—such as via social media, e-commerce, or even personalized in-person interactions—present thrilling prospects. The challenge lies in identifying your niche and delivering unique experiences. It’s not about being right or wrong; it’s about your focused and innovative approach.
What distinguishes Sinn from other brands, in your opinion?
SM: It’s our unwavering commitment to both functionality and accuracy. We create watches with a purpose—not just for aesthetics, even though they are visually appealing! Whether it’s for aviation, diving, or specialized fields like rescue missions, our aim is to produce tools that can be depended on under extreme conditions. This principle resonates with many of our clients. Wearing a Sinn means donning a piece of precision engineering.
This article originally appeared in Esquire Singapore.
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