Choisi: Choice of many generations

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Choisi 1929 Tachygraph. Introduced in 2014, it is powered by the ETA 7750 automatic movement and comes in a 44mm case in stainless steel. Water-resistant to 5 atm (50m). Recommended retail price: SGD2,600. Photo: © Choisi

Choisi 1929 Tachygraph. Introduced in 2014, it is powered by the ETA 7750 automatic movement and comes in a 44mm case in stainless steel. Water-resistant to 5 atm (50m). Recommended retail price: SGD2,600. Photo: © Choisi

Founded in 1929 in Bienne, Switzerland, Choisi (pronounced “Swa-Zee”) not only specialised in the production of mechanical timepieces under the “Choisi Suisse” trademark but in the manufacture and assembly of watches and movements for many third-party Swiss brands.

These included the manufacture of chronograph and moon phase complications which were supplied to third-parties and branded under their own labels.

During the Second World War, Montres Choisi even produced military timepieces numbering over 100,000 and these were supplied to both sides – the German Wehrmacht (the military forces of Germany from 1935 to 1946) and the Allied forces.

By the 1990s, Montres Choisi had repositioned itself and was designing and developing Swiss movements, including the modification and adaptation of complicated modules on base movements in addition to the provision of surface finishings.

In 2013, ownership of Choisi changed and the brand was relaunched. Two new collections emerged: the 1929 collection and the Heritage collection.

The 1929 collection is characterised by its cushion-shaped cases as this was popular during that era. Meanwhile, the Heritage collection features a round case. Both collections are inspired by vintage designs.

Choisi Heritage GT. Introduced in 2014, it houses the ETA 6497-1 manual-winding movement and is in a 42mm diameter case in stainless steel. Water-resistant to 5 atm (50m). Recommended retail price: SGD1,300. Photo: © Choisi

Choisi Heritage GT. Introduced in 2014, it houses the ETA 6497-1 manual-winding movement and is in a 42mm diameter case in stainless steel. Water-resistant to 5 atm (50m). Recommended retail price: SGD1,300. Photo: © Choisi

The Swiss word choisi which means “choice” when translated to English, and the new owners have deliberately chosen vintage designs, some of which are sporty, as these are classics. This is a safe bet as classic designs can be the choice of both the newer and older generations.

Prices of Choisi watches range from SGD1,150 to SGD2,600.

Sinn Ultimate 1 – Dune: The Dune Deal

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Sinn Ultimate 1 – Dune. Introduced in 2014, this timepiece commemorates the 35th anniversary of the founding of specialist retailer The Hour Glass (1979 to 2014). The Sinn U1-D houses the Selitta SW200-1 automatic movement and is water-resistant to 100 bar (1,000m). It comes with a calf leather strap and a Camo Zulu strap (shown above). Priced at SGD4,800. Special edition of 350 pieces. Photo: © The Hour Glass


Sinn Ultimate 1 – Dune. Introduced in 2014, this timepiece commemorates the 35th anniversary of the founding of specialist retailer The Hour Glass (1979 to 2014). The Sinn U1-D houses the Selitta SW200-1 automatic movement and is water-resistant to 100 bar (1,000m). It comes with a calf leather strap and a Camo Zulu strap (shown above). Priced at SGD4,800. Special edition of 350 pieces. Photo: © The Hour Glass

Though it features a camouflage Zulu fabric strap, has some links to the military and can possibly be “explosive”, the Sinn U1-D is not to be confused with “IED”, otherwise known as the “improvised explosive device”.

The U1-D is actually the acronym for Ultimate 1 – Dune, the special edition Sinn model made to commemorate the 35th anniversary of The Hour Glass (1979 to 2014).

The Hour Glass, founded in 1979, describes itself as a “cultural retail enterprise” that not only retails products but promotes the appreciation of contemporary luxury and horological culture.

The case of the Ultimate 1 – Dune is made of military-grade material, namely German submarine steel and the U1-D may be “explosive” not because of celebratory fireworks but if demand for this special edition matches or even surpasses previous limited edition Sinn watches that were exclusive to The Hour Glass.

All these limited edition models of the past were “sold-out”, according to The Hour Glass.

In 2007, the Sinn All Black U1 (250 pieces) was launched exclusively for The Hour Glass to commemorate the retailer’s staging of its mega-scale Tempus watch exhibition. What followed in 2008, again for The Hour Glass, was the Sinn U Black (399 pieces). In 2010, the large-sized Sinn Ultimate U in a 47mm case was introduced (200 pieces).

The word “Dune” found in “Ultimate 1 – Dune” comes from the desert-military look of its dial, which is a matte grey tone and the charcoal indices and sand-beige detailing. This makes the U1-D very different from its previous all-black predecessors.

It is what Wong Mei Ling, managing director, The Hour Glass, classifies as the “stand-out combat piece in the U1 collection.”

Should the commercial performance of the Sinn Ultimate – 1 Dune be anything like its limited edition predecessors that were exclusive to The Hour Glass, then the U1-D watch is a done deal.

What is more important for collectors is that they enjoy their watches with the dune deal.