DISCOVER SINGER

REIMAGINED

BRAND SPIRIT

From Los Angeles to Geneva

Singer Reimagined is an award-winning high-watchmaking company, based in Geneva. It is part of Singer Group, the Californian-based luxury brand that has become globally renowned for its bespoke restorations of the Porsche 911.  

The brand has become synonymous with the concept of Reimagining – bringing together iconic design with twenty-first century engineering and material science.

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.

From iconic automotive design to iconic watch design

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.

STORY

founders of singer watches

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.

singer launch edition worn by car driver

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.

MILESTONES

This is how Singer Reimagined started a very unusual story based on passion and friendship. Five years later the brand takes the watch industry by a storm with innovative designs and ideas always driven by the devotion to beauty and functionality.

2022 Singer launches the Skeleton Collection allowing the full beauty of its revolutionary movement to be unveiled. Singer introduces also its new caoutchouc black openwork strap.

2022 Singer unveils the creative Flytrack Barista featuring the unique one-minute coffee brewing scale. This is something that has never previously been done in watchmaking.

2020 During the covid pandemic, Singer launches the Flytrack Collection unveiling the Prime Edition with the Pulsometer, the Telemeter and the Tachymeter variants.

2019 At the launch of the Singer Vehicule Dynamics & Lightweighting Study, Singer Reimagined introduces the watch exclusively dedicated to DLS restorations owners and customizable.

2018 Singer Track1 Hong Kong Edition is awarded as the Best Chronograph watch at Grand Prix de Genève. The same year this chronograph is also awarded at the SIAR in Mexico.

2017 Singer launches the iconic Track1 Collection introducing the Launch Edition powered by the already renowned Agengraphe. The Track1 is declined over the years in different colors and materials.

2017 Singer unveils its revolutionary movement the Agengraphe, ready to set betting the heart of the Singer’s watches. The Agengraphe movement development took almost 10 years.

2015 Singer Reimagined is born

2015 Finding the right partner, Marco shares his idea for a unique chronograph with famed Master Watchmaker Jean-Marc Wiederrecht. The tremendous partnership starts.

2015 Marco Borraccino and Rob Dickinson meet. The connection over design and engineering is instant. From this decisive encounter & friendship, the idea to reimagine high-watchmaking with a Chronograph Collection is born.

2014 After years designing for several watch brands in Italy and Switzerland, Marco decides to create his own major horological project, trusting his instinct. 

FACES BEHIND THE BRAND

MARCO BORRACCINO

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 ideas and passion for uncompromising design.

ROB DICKINSON

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.

JEAN-MARC WIEDERRECHT

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 MAKES OUR 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.