Singer Reimagined watches was created in 2017 to explore the world of high watchmaking.
Our timepieces are defined by the need to improve, to ignore convention, edge closer to perfection and to wonder «what if ?»
We believe that beauty comes from the uncompromising pursuit of optimized functionality, obsessively searching for ways to optimize every elemental strand of design.
The more you scratch the surface with Singer’s work, the more there is to discover. It is about a never-seen-before movement that took a decade in development, an authentic design, an engineering talent from automotive and horological worlds and a love affair between California and Geneva.
From iconic automotive design to iconic watch design
Singer Vehicle Design was founded in 2009 to explore the creative possibilities within the vibrant world of the classic automobile. Since then, its focus has been the obsessive pursuit of the ultimate reimagined Porsche 911.
“The process of reimagining is central to Singer’s philosophy”.
Its lofty objective is to distil, to enhance and to recombine the strands of greatness that mark out a design icon.
As we, at Singer, love the icons of automotive design, so too are we fascinated by the golden era of analogue mechanical watch design. It is driven by the passion for the sport classic watches of the 1960s and 1970s, by the love for the engineering complexity of the automatic chronograph and by the authentic connection between automotive and horological worlds.
Connecting design and engineering
Singer Reimagined was born from an encounter between Rob Dickinson, the founder of Singer Vehicle Design, and Marco Borraccino, a well-known Italian watch designer.
The connection over design and engineering was instant. During almost a year, Rob in California and Marco in Geneva riffed on cars, music, watches and a shared fascination by mechanical icons, particularly the iconic sport-classic chronographs of the late 1960s and ‘70s.
From this discussion an idea was born; to create mighty timepieces that would reimagine high-watchmaking.
It was at this point that a decisive encounter with a third pillar of the collaboration took place. Marco shared his idea for a unique chronograph with famed Master Watchmaker Jean-Marc Wiederrecht, who was prepared for skepticism. This quickly turned to enthusiasm as Marco unveiled his drawings.
The faces behind Singer Reimagined
Fascinated by automotive design, an early encounter with a Porsche 911 resulted in a lifelong obsession with the iconic sports car. After a decade-long international career as the songwriter and front-man for the group Catherine Wheel, Rob founded Singer Vehicle Design in 2008 to explore the creative possibilities in the vibrant world of classic automobiles. Alongside cars, the world of classic watch design has long been a subject of deep fascination. Singer Reimagined has been founded to create mighty timepieces pursuing the philosophy that Everything is Important.
Passion for cars and design led Marco Borraccino to study in the fields of Art and Industrial Design. As a designer and creative director, he has run his own design consultancy office in Geneva since 2009, energizing the collections of several luxury brands with his creativity, attention to detail and easy-going personality. For Marco, Singer Reimagined is a natural progression, enabling him to freely express his creative ideals and passion for uncompromising design.
Our friend and strategic partner :
Over the last few decades, Jean-Marc Wiederrecht has forged a reputation as one of Switzerland’s greatest and most creative independent watchmakers. A fervent defender of authentic watchmaking, he is focused on preserving and developing its unicity, leading him to found Agenhor in 1996. Based in Geneva, Agenhor specializes in the design of complex mechanical modules for some of the world’s most prestigious brands. Jean-Marc’s experience, knowledge and inventiveness have earned Agenhor’s creations a number of prestigious awards, including several at the Grand Prix d’Horlogerie de Genève.
A talented team made this project a reality
Nothing would have been possible without this team of industry experts, who bring together an unparalleled depth and breadth of skill and experience. Just as our manufacturers have played a pivotal role in the development of this revolutionary chronograph, so too has every collaborator made an invaluable contribution.
As masters in their respective fields, each has been specially selected for their shared passion for excellence. Not surprisingly then, the whole crew has been caught up in the enthusiasm of bringing an extraordinary project to life.
Being part of the Singer Reimagined adventure is not about playing it safe, it is about authentic collaboration, united by a need to explore beyond the boundaries of traditional mechanical watchmaking in search of a brush with perfection.