During a special conversation at Dubai Watch Week, Tim Mosso sits down with Marco Borraccino, the designer, founder, and CEO of Singer Watch. Borraccino discusses the origins and philosophy of Singer Reimagined, a collaboration between Singer Vehicle Design and Porsche. The watch brand was created with a disruptive vision for the chronograph, combining design and mechanics. Borraccino explains that the design of the watch was influenced by vintage watches, such as Omegas, and it was targeted not only towards Singer vehicle clients but also to collectors who appreciate the complexity and design of the watch. The interview delves into the unique features of the Singer watch, such as the innovative technology, including the ashen clutch, hidden rotor, and centralized chronograph. Singer Watch aims to introduce people to the brand and potentially bring them closer to Singer vehicle design through their watches.
At the heart of the conversation is the serendipitous collaboration between Borraccino and Jean-Marc Wiederrech, founder of Agenhor. Borraccino’s design aligned perfectly with what Wiederrech was developing, and thus, the Track1 watch was born. The interview also touches on the strategy behind the slow rollout of the Singer watch brand. By introducing the watch gradually, Borraccino and his team have been able to educate and engage enthusiasts about the disruptive design and philosophy behind Singer Reimagined. The latest edition of the Track1, the Emirates Edition, is unveiled at Dubai Watch Week, featuring a black case with polished golden details and an olive green dial. With each new release, Singer Watch continues to captivate watch collectors and car enthusiasts alike with their innovative and thoughtfully designed timepieces.
Table of Contents
Origins and Philosophy of Singer Reimagined
Introduction to Singer Reimagined
Singer Reimagined is a watch brand that was founded in 2017 with a disruptive vision for the chronograph. The brand aims to combine design and mechanics in a unique way, creating timepieces that are both innovative and aesthetically pleasing. The watches are the result of a collaboration between Singer Vehicle Design and Porsche, showcasing the shared love for cars and admiration for Rob Dickinson’s work.
Founding of Singer Vehicle Design
Singer Vehicle Design, founded by Rob Dickinson, is a company that specializes in the restoration and reinterpretation of Porsche 911s. Dickinson, a former car designer and musician, has a passion for bringing the iconic Porsche 911 into the modern era while maintaining its core essence. The perfection in modernization is a key principle of Singer Vehicle Design, which is reflected in the watches created by Singer Reimagined.
Connection Between Marco Borraccino and Rob Dickinson
Marco Borraccino, the designer, founder, and CEO of Singer Watch, shares a deep love for cars with Rob Dickinson. Borraccino admires Dickinson’s work in restoring and reinterpreting Porsche 911s, which led to their partnership in creating Singer Reimagined watches. The collaboration between the two was driven by their shared passion and the desire to create something fantastic.
Launch of Singer Reimagined
Singer Reimagined was officially launched in 2017, introducing a disruptive vision for the chronograph. The brand aimed to break away from traditional chronograph designs and create something deeply novel and exciting. By conceptualizing a new chrono architecture that aligned with the movement developed by Jean-Marc Wiederrech, founder of Agenhor, Singer Reimagined introduced the Track1 watch, which became the centerpiece of their collection.
Collaboration with Jean-Marc Wiederrech
Jean-Marc Wiederrech, a respected Geneva-based movement developer and founder of Agenhor, played a crucial role in the development of the Track1 watch. Borraccino’s design and Wiederrech’s movement aligned perfectly, allowing for the creation of a timepiece that featured centralized chronograph indications. Their collaboration resulted in joint efforts and innovations that made the Track1 watch truly exceptional.
Presentation of Emirates Edition at Dubai Watch Week
During Dubai Watch Week, Singer Reimagined presented the latest edition of the Track1 watch, known as the Emirates Edition. This special edition watch features a black matte ceramic-aluminum case with polished golden details and an olive green dial. The design of the Emirates Edition represents the contrast between technology and tradition, capturing the essence of the region.
Global Presentations and Roadshows
Singer Reimagined showcases its watches through a series of global presentations and roadshows. These events allow the brand to expand its reach and expose more watch enthusiasts to its innovative timepieces. Each roadshow highlights the unique features and performance of Singer Reimagined watches, further establishing the brand’s presence in the watch industry.
Introduction to Singer Reimagined
Overview of Singer Reimagined
Singer Reimagined is a watch brand that stands out for its disruptive vision and innovative approach to the chronograph. The brand aims to create timepieces that combine exceptional design with mechanical excellence. With the introduction of the Track1 watch, Singer Reimagined has revolutionized the way chronograph watches are perceived and experienced.
Focus on the Chronograph
The chronograph holds a special place in the Singer Reimagined collection. It is the focal point of their watches, showcasing the brand’s dedication to creating timepieces that go beyond traditional design and functionality. Singer Reimagined aims to push the boundaries of what a chronograph can be, offering a unique and exciting experience to watch enthusiasts.
Integration of Design and Mechanics
Singer Reimagined believes in the seamless integration of design and mechanics in their timepieces. By combining innovative design elements with high-quality movements, the brand creates watches that not only look stunning but also perform exceptionally well. The integration of design and mechanics is a key principle that sets Singer Reimagined apart from other watch brands.
Disruptive Vision
Singer Reimagined has embraced a disruptive vision for the chronograph. The brand is not afraid to challenge conventional design and push the boundaries of what is possible in watchmaking. This disruptive vision is evident in the Track1 watch, which features a unique chrono architecture that sets it apart from other chronographs on the market.
Founding of Singer Vehicle Design
Overview of Singer Vehicle Design
Singer Vehicle Design is a company founded by Rob Dickinson that focuses on the restoration and reinterpretation of Porsche 911s. The company strives for perfection in modernizing these iconic cars, blending the best of the classic design with modern engineering and technology. Singer Vehicle Design’s commitment to excellence is reflected in the watches created by Singer Reimagined.
Restoration and Interpretation of Porsche 911s
Singer Vehicle Design is known for its meticulous restoration and interpretation of Porsche 911s. The company takes classic Porsche 911s and transforms them into modern masterpieces, combining vintage aesthetics with modern technology. The attention to detail and commitment to preserving the essence of the original cars is a key aspect of Singer Vehicle Design’s work.
Rob Dickinson as Founder
Rob Dickinson, a former car designer and musician, is the visionary behind Singer Vehicle Design. His passion for cars, particularly the Porsche 911, led him to establish the company with the goal of reimagining these iconic vehicles. Dickinson’s creativity and expertise are evident in every car that Singer Vehicle Design produces.
Perfection in Modernization
Singer Vehicle Design’s approach to modernizing the Porsche 911 is driven by the pursuit of perfection. Each car is meticulously restored and upgraded to meet the highest standards of craftsmanship and performance. The company’s commitment to modernization while preserving the core essence of the Porsche 911 is what sets them apart in the automotive industry.
Connection Between Marco Borraccino and Rob Dickinson
Shared Love for Cars
Marco Borraccino, the designer, founder, and CEO of Singer Watch, shares a deep love for cars with Rob Dickinson. Both Borraccino and Dickinson have a passion for automobiles, particularly the Porsche 911. Their shared love for cars laid the foundation for their partnership in creating Singer Reimagined watches.
Admiration for Rob Dickinson’s Work
Marco Borraccino greatly admires Rob Dickinson’s work in restoring and reinterpreting Porsche 911s. Borraccino recognizes the skill and creativity that Dickinson brings to his craft, and this admiration played a crucial role in their collaboration. The mutual respect and admiration they have for each other’s work became the driving force behind Singer Reimagined.
Building a Partnership
The connection between Marco Borraccino and Rob Dickinson led to the establishment of a strong partnership. Their shared passion for cars, along with the recognition of each other’s skills and expertise, laid the foundation for the creation of Singer Reimagined. Borraccino and Dickinson’s partnership is based on a mutual understanding and a desire to create something extraordinary.
Launch of Singer Reimagined
Year of Establishment (2017)
Singer Reimagined was officially established in 2017, marking the beginning of a new era in the world of watchmaking. The brand was founded on the principles of innovation, design, and mechanics, aiming to redefine the concept of the chronograph.
Disruptive Vision for the Chronograph
Singer Reimagined approached the design of the chronograph with a disruptive vision. The brand sought to challenge the traditional notions of what a chronograph should be and create something entirely new. This disruptive vision became the driving force behind the creation of the Track1 watch, which revolutionized the chronograph genre.
Combining Design and Mechanics
Singer Reimagined believes in the seamless integration of design and mechanics. The brand strives to create watches that not only look stunning but also perform exceptionally well. By combining innovative design elements with high-quality movements, Singer Reimagined was able to create timepieces that are both aesthetically pleasing and mechanically advanced.
Introduction of the Track1 Watch
The launch of Singer Reimagined in 2017 introduced the Track1 watch, which quickly became the centerpiece of the brand’s collection. The Track1 watch showcased the brand’s disruptive vision for the chronograph, featuring a unique chrono architecture with the chronograph hours, minutes, and seconds coaxially mounted in the center of the dial and the time display along the periphery.
Collaboration with Jean-Marc Wiederrech
Overview of Jean-Marc Wiederrech
Jean-Marc Wiederrech is a respected figure in the watch industry and the founder of Agenhor, a renowned Geneva-based movement developer. Wiederrech’s expertise in movement development and design made him the perfect collaborator for Singer Reimagined.
Founder of Agenhor
Agenhor is a prestigious watch movement development company that has collaborated with renowned watch brands around the world. Jean-Marc Wiederrech’s expertise and innovation have made Agenhor a trusted name in the industry. His partnership with Singer Reimagined brought a new level of expertise and technical advancements to the creation of the Track1 watch.
Development of the Track1 Watch
The collaboration between Singer Reimagined and Jean-Marc Wiederrech was instrumental in the development of the Track1 watch. Wiederrech’s expertise in movement development allowed him to create a movement that perfectly complemented Borraccino’s design for the watch. The joint efforts between the two resulted in a timepiece that seamlessly combined design and mechanics.
Joint Efforts and Innovations
The collaboration between Singer Reimagined and Jean-Marc Wiederrech was characterized by joint efforts and innovations. The shared vision and expertise of both parties led to the creation of a groundbreaking timepiece that challenged traditional design and pushed the boundaries of what a chronograph can be. The Track1 watch is a testament to the successful partnership between Singer Reimagined and Jean-Marc Wiederrech.
Presentation of Emirates Edition at Dubai Watch Week
Latest Edition of the Track1 Watch
Singer Reimagined presented the latest edition of the Track1 watch, known as the Emirates Edition, at Dubai Watch Week. This special edition timepiece features a black matte ceramic-aluminum case with polished golden details and an olive green dial. The Emirates Edition represents a unique combination of technology and tradition, reflecting the contrast found in the region.
Description of the Emirates Edition
The Emirates Edition of the Track1 watch showcases a stunning design that captivates watch enthusiasts. The black case with polished golden details creates a striking contrast that catches the eye. The olive green dial adds a touch of sophistication and complements the overall aesthetic of the watch.
Contrast Between Technology and Tradition
The Emirates Edition of the Track1 watch symbolizes the contrast between technology and tradition. Singer Reimagined aimed to capture the essence of this contrast in the design of the watch, combining modern materials and technology with classic design elements. The result is a timepiece that perfectly balances these contrasting elements.
Black Case with Polished Golden Details
The black case of the Emirates Edition is made from matte ceramic-aluminum, providing durability and a unique texture. The polished golden details, such as the crown and pushers, add a touch of luxury and sophistication to the watch. This combination of black and gold creates a visually striking timepiece that showcases Singer Reimagined’s attention to detail.
Olive Green Dial
The olive green dial of the Emirates Edition adds depth and character to the watch. The rich green color brings a sense of elegance, while the contrasting white numerals and markers ensure easy readability. The olive green dial is a nod to traditional watch design and adds a touch of vintage appeal to the overall aesthetic.
Global Presentations and Roadshows
Introduction to Singer Watch Events
Singer Reimagined showcases its watches through a series of global presentations and roadshows. These events provide watch enthusiasts and potential customers with the opportunity to experience the innovative and exceptional timepieces created by Singer Reimagined. The events allow the brand to connect with its audience and showcase the uniqueness of its watches.
Highlights from Roadshows Worldwide
Singer Reimagined has held roadshows worldwide, bringing its watches to different locations around the globe. These roadshows highlight the features and performance of Singer Reimagined watches, allowing enthusiasts to see firsthand the innovative technology and design of the timepieces. The roadshows serve as an opportunity to introduce the brand to new markets and expand its reach.
Brand Expansion and Exposure
The global presentations and roadshows organized by Singer Reimagined have contributed to the brand’s expansion and exposure in the watch industry. These events provide a platform for Singer Reimagined to showcase its watches to a wider audience, attracting potential customers and enthusiasts. The brand’s presence in international events helps establish its reputation and solidify its position in the market.
Innovative Technology of Singer Watches
Introduction to Innovative Technology
Singer Reimagined is known for its innovative technology, which sets its watches apart from others in the industry. The brand incorporates unique features and advancements that enhance the performance and functionality of its timepieces. The innovative technology found in Singer watches demonstrates the brand’s commitment to pushing the boundaries of watchmaking.
Ashen Clutch
One of the innovative technologies employed by Singer Reimagined is the ashen clutch. This clutch mechanism allows for precise and smooth operation of the chronograph functions. The ashen clutch is a testament to the brand’s dedication to mechanical excellence and ensures that the chronograph functions of Singer watches perform flawlessly.
Hidden Rotor
Singer watches feature a hidden rotor, which is an innovative design element that enhances the efficiency of the automatic movement. The hidden rotor ensures that the movement is powered effectively while maintaining the sleek and minimalist design of the timepiece. This technology is a testament to the brand’s commitment to both form and function.
Unique Centralized Chronograph
The centralized chronograph is a standout feature of Singer Reimagined watches. This innovative design places the chronograph hours, minutes, and seconds at the center of the dial, creating a visually striking and highly functional timepiece. The centralized chronograph offers a unique and immersive experience, allowing the wearer to easily read and interact with the chronograph functions.
Exceptional Features and Performance
Singer Reimagined is dedicated to creating watches that offer exceptional features and performance. The brand’s commitment to innovative technology ensures that each timepiece delivers precise timekeeping and reliable functionality. The combination of cutting-edge design and mechanical excellence sets Singer watches apart and showcases the brand’s ability to push the boundaries of watchmaking.
Conclusion
Success and Growth of Singer Reimagined
Since its establishment in 2017, Singer Reimagined has achieved remarkable success and continues to grow as a prominent watch brand. The disruptive vision, innovative technology, and unique design elements have captivated watch enthusiasts around the world. The brand’s commitment to perfection in modernization and its dedication to creating exceptional timepieces have contributed to its success.
Continued Partnerships and Innovations
Singer Reimagined’s partnerships with industry experts, such as Jean-Marc Wiederrech, have been instrumental in creating groundbreaking timepieces. The brand’s commitment to collaboration and innovation ensures that it continues to push the boundaries of watchmaking. Singer Reimagined is dedicated to seeking new partnerships and exploring new avenues for innovation in the future.
Influence Over the Watch Industry
Singer Reimagined’s disruptive vision and innovative approach to the chronograph have had a significant influence on the watch industry. The brand’s unique designs and innovative technology have challenged traditional notions of watchmaking and inspired other brands to think outside the box. Singer Reimagined’s influence over the watch industry is a testament to its commitment to pushing boundaries and redefining what it means to create exceptional timepieces.