New: largest flagship SHH store opens in Kuala Lumpur

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The latest and greatest SHH flagship store opens in Pavillon, Kuala Lumpur. We attended the launch event, and bring you this short report.

New: largest flagship SHH store opens in Malaysia

Following the relaunch of Sincere Haute Horlogerie to SHH last year, which began with the opening of the Singapore SHH boutique in September 2022, and subsequent regional expansions in both Bangkok and Taipei, Sincere Fine Watches has inaugurated its latest SHH boutique in Kuala Lumpur. SHH is a part of Sincere Fine Watches which itself is a subsidiary of Cortina Holdings, who also own Cortina Watch.

Located at Pavilion Kuala Lumpur, the newest SHH boutique becomes the go to location to experience independent watchmaking. At launch, it will showcase the works of 17 independent makers in a unique space in the middle of the prime shopping area in the city. This number will increase to 20 by January 2024.

The store comprise of two levels, totalling 5000 square feet. As one enters the store, the main display area shows a set of podiums showcasing selected brands. Each with a watch and its individual interactive digital panels offering additional information on the finer details of its mechanics, heritage and watchmaker. Of course trained and dedicated staff are present to assist.

The concept is unlike any we have seen. The store retains the SHH branding throughout, instead of the typical store in store where each brand retains its own identity in colour scheme, and even decor. Here the whole store has the same colour and decor scheme. And the philosophy of the SHH concept is also unlike any we have seen. Instead of a sales oriented approach, they have chosen a relaxed environment, offering a venue to educate, excite and to encourage connnoiseurship of independent watchmaking.

“Our timepieces are the heroes of the shop, and it is our sales representatives’ responsibility to engage, educate, and explain the craftsmanship and unique intricacies of these astonishing pieces.”

Ong Ban, CEO of Sincere Fine Watches

On level 2, we find no display of watches. But a huge dining table, a large and well equipped bar and a full commercial kitchen.

The intent is to be able to periodically host guest chefs as well as for guests to pop in for a meal or a drink of just a chat. There is also a small outdoor balcony which can serve as a smoking area.

Very fresh, and interesting store, and we wish SHH all the best.



  1. Anotherpoorcitizen on

    A little “late” with the proposed and approved changes to tax and exemptions coming year…..our luxury ..
    watch industry will change forever ….sad

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