If you’re already familiar with Singapore’s reputation as a strategic watch market, then it won’t surprise you to hear that IAMWATCH 2024 was another feather in the cap for The Hour Glass, one of the world’s premier watch retailers. Held from 17–20 October at the sleek new Singapore EDITION hotel, this event took a bold approach that truly captured the sophistication and depth of Singapore’s horological community.
Rather than lining up brands and models in front of a roomful of collectors — a strategy we see everywhere in today’s saturated market — IAMWATCH put the spotlight on the people who make this industry tick (pun absolutely intended). The likes of Jean Arnault, Maximilian Büsser, Rexhep Rexhepi, and Patrick Pruniaux were present over the course of the event to speak one-on-one with visitors, providing their insider insights and charm to an audience that wasn’t merely interested in the latest watch releases but in connecting with the personalities driving modern watchmaking. For Singaporean collectors, who were among the first to distinguish themselves as trendsetting and discerning watch consumers, this was a callback to the days before corporatisation took hold in the watch industry, when they would regularly have opportunities to interact and converse with brand founders and watchmakers.
After all, for those unacquainted, Singapore isn’t just another dot on the map when it comes to luxury watches. The city-state is a powerhouse in the watch world, thanks to its highly knowledgeable collectors. It’s a market where people don’t just buy watches — they study them, understand them, and, most importantly, live them. This maturity has allowed IAMWATCH to tailor an experience far beyond the typical watch fair, fostering a deep connection between creators and consumers.
IAMWATCH’s decision to focus on personalities rather than brands was a masterstroke, and one clearly in tune with what the local watch community values most. Jean Arnault of Louis Vuitton’s watch division and the man behind the revived brands of Daniel Roth and Gerald Genta, Maximilian Büsser of MB&F, and independent watchmaking prodigy Rexhep Rexhepi, among others, held court throughout the event, three names that insiders will recognise as having a deep connection with The Hour Glass. In Singapore, a market teeming with informed collectors, people aren’t wowed by yet another brand presentation; they want to engage with the masterminds behind the watches. It’s similar to the world of high-end art collecting, where the appeal lies not just in owning the artwork, but in interacting with the artists themselves. IAMWATCH made sure this dynamic was front and centre.
Though aimed primarily at the local watch community, IAMWATCH didn’t shy away from attracting international guests. Watch collectors from across the globe flocked to Singapore, drawn by the promise of an event that would be different from any other luxury watch fair experience. Singapore’s reputation as a watch collector’s haven meant that these international visitors knew they were in for something special. Panel discussions were, of course, part of the agenda — what would a watch event be without a few talks on horological history and future trends? These discussions added depth but stayed true to the event’s core theme: that the industry’s heartbeat lies in the personalities shaping it.
One of the standout features of IAMWATCH was the sheer warmth of the event. There was a tangible sense of fraternity among the local watch collectors, many of whom have known each other for years. There’s something special about an event where you can spot old friends catching up over their shared passion for fine watchmaking. But what was even more remarkable was the openness towards newcomers. Even those relatively new to the hobby commented on how friendly and approachable the atmosphere was, making everyone feel like part of the family. E. Tahsin, a Singaporean who acquired her enthusiasm for watches during a professional stint in Geneva, arrived at the event with her toddler and her husband (who developed his watchmaking interest in parallel with hers), intending to make a casual visit and see what the buzz was all about. She was so taken with the energy of IAMWATCH that she returned the following day, deliberately choosing to find out more about watchmakers that would broaden her watch horizons, citing Ulysse Nardin, Trilobe and Ressence as brands that would definitely figure in her future list of acquisitions.
In an industry that can sometimes come across as elitist or intimidating, IAMWATCH set a different tone — one of inclusivity, passion, and shared enthusiasm.
As the event wrapped up, the sentiment was clear: IAMWATCH had delivered something uniquely valuable to Singapore’s watch community. By emphasising the personalities behind the watches, the event reflected not just the maturity of the market but also its evolving desires. No longer content with passive displays of luxury, Singapore’s collectors are here for the connections, the conversations, and the stories behind the watches. And IAMWATCH delivered that in spades.
So, if you missed it this year, you might want to keep your calendar open for the next edition. Trust me, this is one event you’ll want to be part of.
