Engaging in conversation with Sarah Michel, the Head of Sales at Sinn
- Elliot Tan
- Apr 29
- 5 min read
The esteemed German watchmaker Sinn celebrates the 60th anniversary of Watches of Switzerland with a distinctive timepiece.
Sinn's narrative commences in 1961, not within a boardroom, but in the cockpit of a World War II aircraft. The founder, Helmut Sinn, was an aviator—a former pilot and flight instructor whose expertise inspired him to develop aviation timepieces that his peers could depend on in the sky. Luxury was never the ultimate objective; instead, it served as a vehicle to achieve a greater purpose. Functionality was paramount, and he desired a timepiece that could be readily repaired globally. This would ultimately become a characteristic of the brand, in addition to its durability, technicality, and innovation.
After over 30 years of leadership, Sinn would divest the company. Lothar Schmidt, a former engineer at IWC, propelled the company into a new realm of inventions. Tegiment technology, for example, fortified the surface of Sinn watches, rendering them exceptionally scratch-resistant. Watches utilizing hydro technology are filled with oil, thereby avoiding distortion underwater and ensuring optimal visibility at any depth. Ar-dehumidifying technology use copper sulfate capsules to absorb humidity and inhibit fogging under harsh conditions. Sinn evolved from merely an aircraft watch firm to one dedicated to producing mission-specific timepieces. Fire brigades utilize the Einsatzzeitmesser, astronauts employ the Series 140, and professionals in the financial sector possess timepieces from the Frankfurt Financial District. However, there is an exceptional development emerging for the Singaporean market.
To commemorate the 60th anniversary of Watches of Switzerland, Sinn's official retailer in Singapore, Sinn is introducing the Sinn Pilot 104 St Sa I WOS Commemorative Edition watch. We engaged in a conversation with Sarah Michel, Head of Sales at Sinn, to examine the recent launch, Sinn's strategy for the Asian market, and the brand's commitment to its philosophy and distinctive positioning.
Could you provide details regarding the exclusive commemorative timepiece that Sinn has designed for the 60th anniversary of Watches of Switzerland? What distinguishes this watch?
Sarah Michel (SM): Several distinctive characteristics can be observed in comparison to the conventional 104 series. We own a unique dial featuring a color gradient that begins with bright blue in the center and transitions to a darker blue at the periphery. This gradient has been used into several of our special editions and has garnered significant popularity.
The distinctive feature here is the continuation of the darker blue on the bezel inlay, utilizing a hue previously unutilized for the 104. The date indicator is similarly rendered in blue, enhancing the design's cohesion.
Functionally, it resembles the normal 104 model, with a dual date display in both German and English, facilitated by the Sellita 220 movement. You can configure it to display "Saturday" in English or "Samstag" in German, based on your preference. Each of the 200 pieces is uniquely engraved on the reverse and includes a distinctive light blue cow leather strap that complements the dial.
What were the principal design aspects or influences for the commemorative watch?
The inspiration primarily originated from the Watches of Switzerland team. They may elucidate their particular inspiration for the blue hue more effectively.
The color scheme of this watch was inspired by the need to establish a consistent concept for our limited editions. The topic we concentrated on was Singapore, particularly its tropical characteristics. We integrated green for foliage, brown for tree trunks, and blue for water. We used blue for Sinn to symbolize water, imparting a fresh, soothing ambiance.
How would you characterize the personality of this watch if it were capable of having one?
SM: I perceive it as youthful and refreshing. It has a nonchalant aura, characterized by an individual who effortlessly maintains an appealing appearance. I can envision that type of somebody adorning this watch.
Sinn possesses a devoted clientele in Europe—how do you foresee augmenting that success in the Asian markets?
SM: We are on a favorable track. We currently own sales partners in Southeast Asia and East Asia, and we anticipate additional expansion. Consequently, we want to enhance the existing partnerships. Sinn watches are very technical and not instantly comprehensible, hence having informed partners to elucidate the specifics is essential. We want to expand sustainably while guaranteeing superior sales experiences.
Which particular Asian markets do you identify as possessing the most potential for growth in the forthcoming years? What is the reason?
SM: I believe that time will reveal the regions in Asia that will have the greatest growth. It is premature to identify a particular market at this moment.
What are the principal advantages of Sinn's collaboration with The Hour Glass?
SM: The Hour Glass possesses an erudite crew, exceptional market reach, and aesthetically pleasing storefronts. Their personnel is well skilled and enthusiastic about timepieces. We are really satisfied with our partnership with them and anticipate its continuation in the future.
Which sport or tournament would Sinn choose to sponsor?
SM: We typically do not endorse celebrities or athletes to don our timepieces. All celebrities observed wearing Sinn watches have purchased them independently. We have participated in several sports events in Germany, primarily related to rallying. This week, we will attend a rally event featuring a race car driver with a longstanding affiliation with the company. Any partnership must accord with the Sinn DNA, exemplified by a high-altitude jumper who set a world record while wearing a Sinn watch.
What is the reason Sinn does not sponsor competitions or celebrities?
SM: We remain a relatively modest brand in comparison to others, and sponsorship can be costly. Furthermore, it does not align with our brand ethos. We prefer individuals to wear Sinn watches out of genuine affection, rather than for monetary compensation. We desire our users to be fervent about the technology and design, rather than mere celebrity motivated by financial gain.
In a theoretical "Watchmaking Olympics," which events do you believe Sinn would excel in and secure gold medals?
SM: (Laughs) Undoubtedly inside the extreme diving classification! Our UX model presents an exceptional opportunity, capable of profound exploration—the watch will consistently surpass your expectations. I assert that we would excel in any piloting event, particularly those requiring legibility during flights. If an event were to occur for timing loops while flight, Sinn watches would undoubtedly be a leading competitor!
What do you perceive as the foremost issues confronting the watch business in the forthcoming decade?
SM: We are currently encountering a challenge. Following the COVID era, which proved advantageous for watch collecting as individuals were at home and engaging in the hobby, we have had to adapt. Brands garnered much attention at that period, and the subsequent decline has served as a sobering reality check. We must exert greater effort to maintain public attention. We must remain innovative, producing timepieces that consistently captivate individuals and affirm their enthusiasm for horology.
What are the opportunities?
SM: Numerous opportunities exist! Digital marketing, innovative exhibition formats, and diverse content-sharing methods—encompassing social media, e-commerce, and tailored in-person experiences—represent compelling domains. The essential factor is identifying your niche and crafting distinctive experiences. It is not a matter of right or wrong; it pertains to the degree of attention and innovation in your methodology.
What distinguishes Sinn from other brands?
SM: I believe it is our dedication to pragmatism and accuracy. Our timepieces are not solely designed for aesthetic appeal, although they undoubtedly possess it. We create them to fulfill certain functions, whether in flying, diving, or specialized areas such as rescue operations. Our objective is to provide a tool that can be depended upon in difficult conditions, which aligns with the needs of many of our customers. Wearing a Sinn signifies donning a product of meticulous engineering accuracy.
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