Azimuth Event with Singapore Watch Appreciation Group (SWAG) on 22 April 2017

Azimuth Watch Company is a Singaporean watch brand founded by Christopher Long and Alvin Lye in 2003. They have production facilities in Neuchatel, Switzerland. However, their watches are all designed in Singapore and is made from the ground-up. Their goal is to make avant-garde, innovative and statement watches which allows one to stand-out from the crowd. Although it may not be everyone’s cup of tea, I find their watches unique in the watch industry and the brand exudes the independent watch vibe. Their pricing ranges are reasonable and it allows one to enter the realm of Independence watches without breaking the bank.

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I joined the SWAG (Singapore Watch Appreciation Group) Facebook group in middle of 2016 and have been posting my fair share of wrist-shots of the day for others to enjoy. Joining such an interest group certainly helped to enhance my knowledge of watches and appreciate the fine wrist-shots of fellow members. I chanced upon a post on SWAG when their administrators was organizing a gathering with Azimuth/ Red Army watches to showcase Azimuth’s private collection. Being an Azimuth fan and also having owned an Azimuth watch myself (The SG46 NDP version), signing up was a no-brainer.

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The event was held at Azimuth’s office at 38 Jalan Pemimpin. It was a cozy space that contains their service centre, watchmaking classes and office. Upon entering, I was greeted by an array of Azimuth watches, like the Bombardier series, Roboto series, Roulette series, Back-in-time series, dive watches etc. The Azimuth and Red Army staff were very hospitable and were patient in explaining the time pieces. As a bonus, Azimuth offered good discounts for their timepieces during this private event.

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About 30 minutes in, Azimuth’s founder Christopher Long, explained his motivation for creating Azimuth and some of the struggles he faced as a business owner even today. Christopher has an engineering background and has always been a watch collector since young. He started off his career in Sincere watches as a brand ambassador. However, he realized that instead of promoting Swiss high-end brands, perhaps he could start his own watch business with the drawings and design cues which he possessed. The rest was history. I found Azimuth’s drive to keep innovating and produce interesting complications like the back-in-time series (anti-clockwise way of telling time), roulette series (able to randomly land on a number on the roulette wheel by pushing the crown) very inspiring.

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After this segment, each SWAG member had to introduce themselves and their favorite brand of watches. It was heartening to know that others also had the love for Azimuth watches and were passionate to support a Singapore brand and the whole eco-system.

Next, Christopher gave us a tour of his office and we also witnessed the watch-making benches and tools upstairs. Azimuth is launching a workshop for customers who want to learn how to perform some hands-on operations on watches. Customers will learn to assemble a watch from scratch and they will also get to bring the watch back. I have attended a watchmaking class previously and it has certainly gave me a better appreciation of how the intricate parts of a mechanical watch interact to record time.

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I was very grateful for the chance to have a short chat with Red Army Watches founder, Suji. Red Army Watches carries non-mainstream watch brands and has stores in Singapore, Malaysia and Indonesia. Some of the brands they carry include Alexander Shorohkoff, Laco, Itay Noy, Seven Friday, Zeppelin, Junkers, Laco and of course, Azimuth. Like Azimuth, Red Army Watches appeals to the crowd who wants a statement piece that allows the wearer’s personality to shine through. From our brief conversation, I understood some of the difficulties of running retail stores and learnt more about the watch retail business. I wish Azimuth and Red Army watches all the best in their future business pursuits.

At around 7pm, we adjourned to the rooftop of the building for a sumptuous BBQ dinner, with free booze provided. The brilliant evening sky and the private pool provided an excellent backdrop for networking. During my numerous chats with fellow SWAG members, we all shared about our watch collections and I impressed them with my UV flashlight when it came to charging the luminescence of their timepieces.

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Overall, it was an event that was executed well and which gave SWAG members a chance to know about Azimuth. Azimuth, in turn, also gained some important publicity via the SWAG Facebook page. It was a win-win for all.

*Kudos to the SWAG administrators for organizing this event and Azimuth/Red Army for hosting*

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