Being able to host the 2025 meetup of the Alternative Horological Alliance (AHA) from 2–4 May was a huge milestone for us. When news of its formation first broke at Geneva Watch Days 2024, many people welcomed the idea of a collective comprising smaller, independent brands dedicated to the idea of bringing something fresh to the table.
As a homegrown brand ourselves, we’ve always embraced the underdog mentality. So, when the opportunity to host the AHA’s latest gathering arose, there was only one answer we could give.
Scarcely a year later, our efforts came to fruition alongside the opening of our flagship boutique at the iconic Raffles Hotel. The timing and location could not have been better. Nestled in the heart of an up-and-coming watch district (steps away from AP House, Patek Philippe and other heavyweights), our boutique was the perfect venue for the brands making up the AHA — Ming, Fleming, J.N. Shapiro, Fears and Massena LAB.
Being an independent brand ourselves, we understand the importance of community. Even in the digital age, nothing beats an in-person experience when it comes to building and enriching meaningful relationships with watch enthusiasts. For this year's AHA, our goal was to deliver a cosy setting for brand representatives and founders to showcase their novelties and connect with visitors. With modular displays, an open-concept layout and dedicated zones like the Bespoke Corner and Lounge, we're equipped to host everything from press previews to intimate viewings. The boutique was designed with events in mind — from private showcases to collector meetups — while also acting as a gateway for brands to foster better engagement with local enthusiasts.
Supping on drinks and canapes, attendees mingled with one another while learning more about the AHA, the brands involved, as well as their respective stories. It was one thing to see the watches in the metal; talking to the creative minds behind them allowed visitors to gain a new level of appreciation for the craft and vision supporting these creations. For instance, J.N. Shapiro's goal for the Resurgence to bring American watchmaking back to the forefront of the industry struck a chord amongst those unfamiliar with the country's horological history.
While most of the guests were familiar with the brands comprising the AHA, the event was able to rope in some fresh faces as well. Some were fans of independent watchmaking looking to widen their exposure, while others saw it as a chance to learn more about the burgeoning landscape. As a bonus, these groups also enjoyed access to our extensive catalogue, experimenting with different watch strap pairings. Mixing and matching various strap colours, materials and textures really drove home the point on how straps can give a watch a brand-new look, while also ramping up excitement over the near-endless pairing possibilities between our high-quality straps and the watches on show at the AHA.
Overall, the result was an engaging and vibrant experience, which provided the participating brands the opportunity to personally connect with visitors. The AHA gathering was the first event to grace our boutique space, and it certainly won't be the last. We’re already planning our next event with watchmaking independent, Armin Strom, happening on 12 June, so it’s full steam ahead. As Singapore continues to grow as a Southeast Asian hub for watch communities and events, we hope to establish our boutique as the platform of choice for the international watch industry to showcase their work.
