Speaking with Sarah Michel, Head of Sales at Sinn

Sinn’s story begins in 1961, not in a boardroom, but a cockpit of a World War II airplane. Its founder, Helmut Sinn, was a man from the skies—a former pilot and flight instructor whose experience beckoned him to create aviation watches that his contemporaries could rely on in the clouds. Luxury was never the end goal, rather, it was a means to an end. Functionality was always the priority, and he wanted a watch that could be easily serviced anywhere in the world. In addition to being durable, technical, and innovative, this would eventually become a hallmark of the brand.

After more than 30 years at the helm, Sinn would sell the company. Enter Lothar Schmidt, a former engineer under IWC who pushed the brand into a new stratosphere of innovations. Tegiment technology, for instance, hardened the surface of Sinn watches, making them incredibly scratch-resistant. Hydro technology filled watches with oil, eliminating any distortion underwater and allowing for perfect legibility at any depth. Ar-dehumidifying technology used copper sulfate capsules to absorb moisture and prevent fogging in extreme situations. Sinn was no longer just an aviation watch brand, but a brand focused on creating mission-specific watches. Fire brigades have the Einsatzzeitmesser, astronauts have the Series 140, and even white collars have the Frankfurt Financial District watches. But now, there’s something special brewing for the Singaporean market.

In celebration of Watches of Switzerland’s 60th anniversary — Sinn’s exclusive retailer in Singapore — Sinn is unveiling a commemorative watch, the Sinn Pilot 104 St Sa I WOS Commemorative Edition. We sat down with Sarah Michel, Head of Sales at Sinn, to discuss the new release, Sinn’s approach to the Asian market, and how the brand continues to stay true to its philosophy and unique positioning.

Can you tell us about the special commemorative watch Sinn has created for Watches of Switzerland's 60th anniversary? What makes this watch unique?

Sarah Michel (SM): You’ll notice a few unique features compared to the standard 104 series. We have a special dial with a color gradient starting light blue in the center and transitioning to a darker blue outward. This gradient is something we've incorporated in some of our special editions, and it's been really popular.

Sinn Pilot 104 St Sa I WOS Commemorative Edition

What's unique here is how the darker blue continues on the bezel inlay, in a colour we've never used before for the 104. The date indicator is also in blue, a nice touch to keep the design cohesive.

Functionally, it’s similar to the standard 104 model, with a double date display in both German and English, thanks to the Sellita 220 movement. For example, you can set it to display "Saturday" in English, or "Samstag" in German, depending on your preference. Each of the 200 pieces is individually engraved on the back, and it comes with a unique cow leather strap in light blue, complementing the dial.

What were the key design elements or inspirations behind the commemorative watch?

SM: Well, the inspiration actually came more from the Watches of Switzerland team. They might be able to explain their specific inspiration for the blue color better.

Watches of Switzerland Representative: The inspiration for this watch’s colour combination came from wanting to create a cohesive theme for our limited editions. The theme we focused on was Singapore—specifically, tropical elements. So, we incorporated greenery, brown for the tree trunks, and blue for the water. For Sinn, we chose blue to represent water, which gives it that fresh, cooling vibe.

Caseback of the Sinn Pilot 104 St Sa I WOS Commemorative Edition

If this watch could have a personality, how would you describe it?

SM: I think it's young and breezy. It has a carefree vibe, someone who likes to look good without trying too hard. That's the kind of person I could imagine wearing this watch.

Sinn has a loyal following in Europe—how do you envision expanding that success in the Asian markets?

SM: We’re on a good trajectory. We already have sales partners across Southeast Asia and East Asia, and we look forward to expanding further. That said, we also want to deepen the partnerships we already have. Sinn watches are very technical, and not the easiest to understand immediately, so having knowledgeable partners who can explain the details is important. We want to grow in a sustainable way, ensuring high-quality sales experiences.

Which specific Asian markets do you see as having the most potential for growth in the coming years? Why?

SM: I think time will tell where we’ll see the most growth in Asia. It’s too early to pinpoint one specific market right now.

What are the key benefits of Sinn's partnership with The Hour Glass?

SM: The Hour Glass has a knowledgeable team with great market access and beautiful stores. They have well-trained staff who are passionate about watches. We’re very happy with our relationship with them and look forward to continuing it in the future.

SM: We don’t usually sponsor celebrities or athletes to wear our watches. All the celebrities you see wearing Sinn watches have bought them on their own. We’ve had a presence at some sports events in Germany, mostly rally-related. For example, we’ll be at a rally event this week, as there’s a race car driver with a long history with the brand. However, any collaboration we do has to align with the Sinn DNA—like when a high-altitude jumper broke a world record wearing a Sinn watch.

SM: We’re still a small brand compared to others, and sponsoring can be expensive. Also, it doesn’t really fit our brand ethos. We prefer that people wear Sinn watches because they love them, not because we paid them to. We want our wearers to be passionate about the technology and design, not just celebrities doing it for money.

Sinn's latest pilot watch, the 156.1 (left) and 156.1 E (right)

In a hypothetical "Watchmaking Olympics," what events do you think Sinn would win gold in?

SM: (Laughs) Definitely in the extreme diving category! We’d have a great chance there with our UX model, which can go as deep as you can imagine—the watch will always go deeper than you. I’d also say we’d perform well in any piloting event, especially anything involving legibility during flights. If there were an event for timing loops while flying, Sinn watches would certainly be a top contender!

What do you see are the biggest challenges facing the watch industry in the next decade?

SM: Well, we’re already seeing a bit of a challenge now. After the COVID period, which was actually a good time for watches because people were home and getting into collecting, we've had to adjust. Brands received a lot of attention during that time, and coming down from that high has been a bit of a reality check. Now, we need to work harder to keep people’s interest. We have to stay innovative, creating watches that continue to excite people and validate their passion for horology.

And what about opportunities?

SM: There are plenty of opportunities! Online marketing, new forms of exhibitions, and different ways of sharing content—whether through social media, online retail, or even bespoke experiences in person—are all exciting areas. The key is finding your niche and creating unique experiences. It’s not about right or wrong; it’s about how focused and innovative you are in your approach.

What do you think sets Sinn apart from other brands?

SM: I think it’s our commitment to practicality and precision. We don’t just make watches to look good, though of course, they do! We make them to serve a purpose, whether it’s for aviation, diving, or even niche fields like rescue operations. Our goal is to create a tool that can be relied on in extreme conditions, and that’s something that resonates with a lot of our customers. When you wear a Sinn, you’re wearing a piece of precision engineering.

This article was first seen on Esquire Singapore.

For more on the latest in luxury style and accessories reads, click here.

A. Lange & Söhne Creates A Ballet Of Cogs With The Datograph Handwerkskunst

If someone handed me a pen and asked me to sketch the most majestic, elegant, and imperial-looking watch I could imagine, I wouldn’t—frankly, because I can’t draw. But if I were to describe it, it would probably look something like this Datograph Handwerkskunst from A. Lange & Söhne.

Hand-stitched dark brown alligator leather strap, a deployant buckle, a case made from 18-karat yellow gold contrasted by a black-rhodiumed dial, Roman numeral-inspired indices, an intricate movement composed of 426 parts, and a flyback chronograph. This is A. Lange & Söhne’s Datograph Handwerkskunst, a timepiece so dreamy it had me daydreaming of hypothetical situations. The features highlighted would typically be touted as the key selling points of any watch, but I haven’t even touched on the most interesting aspects of this one yet.

The Movement

Comprising of 426 parts and 43 jewels, the Lange manufacture calibre L951.8 is a manually wound movement that aptly represents the pinnacle of A. Lange & Söhne’s meticulousness and artistry. Assembled and decorated entirely by hand, the calibre’s architecture features black-polished chronograph levers. This rare, time-consuming technique causes the surface to reflect light only from specific angles, appearing jet black at times, and glossy at others. The hand-engraved balance cock, adorned with a delicate vine motif, rises subtly from the surface, setting the mood for the rest of the movement. The untreated German silver plates and bridges contribute to a sense of organic growth within the movement. Would it be remiss to suggest that the overall architecture of the movement is reminiscent of intertwining vines? You can be the judge of that by examining the caseback, where every polish, grain, and engravement is showcased, revealing the hard work of the artisans’.

This movement powers a 60-hour power reserve and a flyback chronograph with a precise jumping minute counter, allowing for seamless resets and efficient timing adjustments. The outsize date display, a signature of the house creates an elegant symmetry so pleasing it could bring tears to Leonardo da Vinci’s eye. All this can be adjusted through a crown for winding and setting, two chronograph buttons, and a button for rapid correction of the outsize date.

The Dial

Immediately, the surface of the black-rhodiumed dial is what draws eyes. Brought to life by an intricate tremblage engraving—a historical technique practised by very few artisans due to the years of training required—it creates a fine-grained, 3D texture that captures and reflects light in subtle ways, lending the 41mm timepiece a certain air of mystery rarely seen in modern watchmaking.

As the eighth model in A. Lange & Söhne's special HANDWERKSKUNST series, the Datograph Handwerkskunst is limited to just 25 pieces worldwide, but it makes sense. I’ll let Anthony de Haas, Director Product Development explain, “Manually executed with the highest degree of precision, the decorations and finishing exhibit aesthetics that no machine in the whole world could possibly achieve.”

This article was first seen on Esquire.Sg

For more on the latest in luxury watchmaking, click here.

Talking to Alexander Gutierrez, CEO of Lang & Heyne and Watchmaker, Jens Schneider

In an age where stainless steel watches are mass-produced by stainless steel machines, independent watchhouse Lang & Heyne is a refreshing anomaly. Their secret? Crafting every watch by hand. German watchmaker Jens Schneider, under the leadership of CEO Alexander Gutierrez, is steadfast in their commitment to traditional craftsmanship and vintage design.

But what does it take to marry the old with the new; to balance heritage with innovation? We sit with Gutierrez and Schneider to delve into the heart of Lang & Heyne, the challenges of carving out an identity in a crowded market and the sheer artistry behind each timepiece.

CEO of Lange & Heyne, Alexander Gutierrez

Who is Lange & Heyne for?

ALEXANDER GUTIERREZ: You are in our target group if you are someone who appreciates fine craftsmanship, whether it's handmade cars like Morgan or Pagani, or gourmet food and fine dining. Our customers are connoisseurs who are settled, not show-offs. They cherish what they own for themselves. If you enjoy admiring the movement of a watch and winding it yourself, you could be one of our targets.

What have been some of the most significant challenges you’ve faced as CEO, and how have you overcome them?

ALEXANDER: The biggest challenge has been defining the DNA of Lang & Heyne, a relatively young brand at just 21 years old. Unlike established brands, we don't have a long history or celebrity endorsements to lean on. Instead, our focus is on the product itself, emphasising high-end craftsmanship and in-house production. Our Saxonian heritage plays a crucial role, and we honour it by naming our watches after Saxonian kings, rather than using reference numbers. Balancing traditional watchmaking with contemporary approaches, like using both handcrafting and modern machinery, has been key. Bringing all that together, and in the end, having a successful company, is the main challenge, I would say.

The Friedrich III Remontoir Sincere Platinum Jubilee Edition

Given the prevalence of contemporary watch designs, why has Lang & Heyne continued its commitment to vintage design elements?

ALEXANDER: We want to maintain our Saxonian roots and heritage, which is why we continue with vintage design elements. Our approach is more about elegance and tradition rather than flashy, complicated features. We focus on craftsmanship, especially the artistic work done by hand, which is central to our brand's identity. This combination of vintage design with a contemporary approach is what sets us apart. For example, the Sincere Platinum Jubilee Edition showcases this blend by incorporating modern materials like ceramic while retaining a classic aesthetic.

What are the current trends in the luxury watch market, and how is Lang & Heyne positioning itself to stay ahead?

ALEXANDER: The current trend in the luxury watch market is a shift towards independent watchmakers and unique, niche products. Don’t get me wrong, I don't want to say big brands are not important anymore, but collectors and enthusiasts are increasingly seeking something different and special. At Lange & Heyne, we focus on artisan craftsmanship and customisation, allowing customers to personalise details like hands, dial colours, and materials. This personalised approach sets us apart from larger brands that often can't offer such bespoke options. By catering to these niche demands, Lange & Heyne is becoming a significant player in the independent sector.

The Watchmaker

Can you walk us through your creative process when designing a new watch?

JENS SCHNEIDER: A Lang & Heyne watch should be one you can use every day. We don't want to make watches that just sit in a cupboard. It should be easy to read the time and simple to wind. That's the starting point for me. Then I think about the watch's character. The next step is to gather information from my mind—things I've seen in historical watches and technical solutions—and combine them with my own ideas. You can't invent a completely new watch; it's about creating new combinations of known elements from the past with new technology or materials.

Next, I create a simple sketch of the gear train. It's just circles, but the dimensions of the circles determine the correct position of the hands on the dial. The final step is to design the watch in 3D on the computer. This isn't easy because you have to consider how all the parts fit together. If you change one part, you have to think about how it affects the others. This is the process we follow.

How do you balance aesthetics with functionality when designing a new watch?

JENS: A watch that looks good but has no function isn't truly aesthetic. The function is what matters. For example, a very small balance wheel in the corner isn't appealing because it doesn't function well. It's all about the combination: the function should lead, and the aesthetics should serve the function

How do you integrate modern technology with traditional watchmaking techniques?

JENS: You need to be knowledgeable about materials. For instance, using a diamond tool requires a combination of skilled craftsmanship and modern materials. We also use modern machinery. Today, I design using Computer Numerical Control (CNC) programs and machines to create the raw parts. For example, the hands of the Louis watch have a traditional shape, which we achieve through hand engraving after the raw material is cut with a laser.

How do you two collaborate on a project from concept to completion?

JENS: We usually start with a brainstorming session, whether it's an idea from a customer, a special request, or an internal concept. We discuss the feasibility of the idea, considering both creative and practical aspects because a watchmaker has many ideas, but you cannot realise every idea. We have to consider the economic or capacity constraints, so we prioritise based on importance and resource availability.

ALEXANDER: We often work on custom projects, whether for a large order from a group like SHH or a single piece for an individual customer. The process involves detailed discussions about design, complications, and production logistics. For instance, when Sincere Haute Horlogerie requests a specific number of watches, we assess our ability to meet that volume and the specific requirements. Throughout the project, there's constant communication to refine the design and ensure it aligns with both our capabilities and the customer's expectations. For example, the success of previous models like the first and second Georg gave us confidence in the design's appeal and guided the project from concept to completion.