Sinn’s story begins in 1961, not in a boardroom, but a cockpit of a World War II airplane. Its founder, Helmut Sinn, was a man from the skies—a former pilot and flight instructor whose experience beckoned him to create aviation watches that his contemporaries could rely on in the clouds.  Luxury was never the end goal, rather, it was a means to an end. Functionality was always the priority, and he wanted a watch that could be easily serviced anywhere in the world. In addition to being durable, technical, innovative, this would eventually become a hallmark of the brand.  

After more than 30 years at the helm, Sinn would sell the company. Enter Lothar Schmidt, a former engineer under IWC who pushed the brand into a new stratosphere of innovations. Tegiment technology, for instance, hardened the surface of Sinn watches, making them incredibly scratch-resistant. Hydro technology filled watches with oil, eliminating any distortion underwater and allowing for perfect legibility at any depth. Ar-dehumidifying technology used copper sulfate capsules to absorb moisture and prevent fogging in extreme situations. Sinn was no longer just an aviation watch brand, but a brand focused on creating mission-specific watches. Fire brigades have the Einsatzzeitmesser, astronauts have the Series 140, and even white collars have the Frankfurt Financial District watches. But now, there’s something special brewing for the Singaporean market.

In celebration of Watches of Switzerland’s 60th anniversary—Sinn’s exclusive retailer in Singapore—Sinn is unveiling a commemorative watch, the Sinn Pilot 104 St Sa I WOS Commemorative Edition. We sat down with Sarah Michel, Head of Sales at Sinn, to discuss the new release, Sinn’s approach to the Asian market, and how the brand continues to stay true to its philosophy and unique positioning.

ESQUIRE SINGAPORE: Can you tell us about the special commemorative watch Sinn has created for Watches of Switzerland's 60th anniversary? What makes this watch unique?

SARAH MICHEL: You’ll notice a few unique features compared to the standard 104 series. We have a special dial with a color gradient starting light blue in the center and transitioning to a darker blue outward. This gradient is something we've incorporated in some of our special editions, and it's been really popular.

What's unique here is how the darker blue continues on the bezel inlay, in a colour we've never used before for the 104. The date indicator is also in blue, a nice touch to keep the design cohesive.

Functionally, it’s similar to the standard 104 model, with a double date display in both German and English, thanks to the Sellita 220 movement. For example, you can set it to display "Saturday" in English, or "Samstag" in German, depending on your preference. Each of the 200 pieces is individually engraved on the back, and it comes with a unique cow leather strap in light blue, complementing the dial.

ESQ: What were the key design elements or inspirations behind the commemorative watch?

SARAH: Well, the inspiration actually came more from the Watches of Switzerland team. They might be able to explain their specific inspiration for the blue color better.

WATCHES OF SWITZERLAND REPRESENTATIVE: The inspiration for this watch’s colour combination came from wanting to create a cohesive theme for our limited editions. The theme we focused on was Singapore—specifically, tropical elements. So, we incorporated greenery, brown for the tree trunks, and blue for the water. For Sinn, we chose blue to represent water, which gives it that fresh, cooling vibe.

ESQ: If this watch could have a personality, how would you describe it?

SARAH: I think it's young and breezy. It has a carefree vibe, someone who likes to look good without trying too hard. That's the kind of person I could imagine wearing this watch.

ESQ: Sinn has a loyal following in Europe—how do you envision expanding that success in the Asian markets?

SARAH: We’re on a good trajectory. We already have sales partners across Southeast Asia and East Asia, and we look forward to expanding further. That said, we also want to deepen the partnerships we already have. Sinn watches are very technical, and not the easiest to understand immediately, so having knowledgeable partners who can explain the details is important. We want to grow in a sustainable way, ensuring high-quality sales experiences.

ESQ: Which specific Asian markets do you see as having the most potential for growth in the coming years? Why?

SARAH: I think time will tell where we’ll see the most growth in Asia. It’s too early to pinpoint one specific market right now.

ESQ: What are the key benefits of Sinn's partnership with The Hour Glass?

SARAH: The Hour Glass has a knowledgeable team with great market access and beautiful stores. They have well-trained staff who are passionate about watches. We’re very happy with our relationship with them and look forward to continuing it in the future.

ESQ: If Sinn were to sponsor a sport or competition, what would it be?

SARAH: We don’t usually sponsor celebrities or athletes to wear our watches. All the celebrities you see wearing Sinn watches have bought them on their own. We’ve had a presence at some sports events in Germany, mostly rally-related. For example, we’ll be at a rally event this week, as there’s a race car driver with a long history with the brand. However, any collaboration we do has to align with the Sinn DNA—like when a high-altitude jumper broke a world record wearing a Sinn watch.

ESQ: Why doesn’t Sinn sponsor competitions or celebrities?

SARAH: We’re still a small brand compared to others, and sponsoring can be expensive. Also, it doesn’t really fit our brand ethos. We prefer that people wear Sinn watches because they love them, not because we paid them to. We want our wearers to be passionate about the technology and design, not just celebrities doing it for money.

ESQ: In a hypothetical "Watchmaking Olympics," what events do you think Sinn would win gold in?

SARAH: (Laughs) Definitely in the extreme diving category! We’d have a great chance there with our UX model, which can go as deep as you can imagine—the watch will always go deeper than you. I’d also say we’d perform well in any piloting event, especially anything involving legibility during flights. If there were an event for timing loops while flying, Sinn watches would certainly be a top contender!

ESQ: What do you see are the biggest challenges facing the watch industry in the next decade?

SARAH: Well, we’re already seeing a bit of a challenge now. After the COVID period, which was actually a good time for watches because people were home and getting into collecting, we've had to adjust. Brands received a lot of attention during that time, and coming down from that high has been a bit of a reality check. Now, we need to work harder to keep people’s interest. We have to stay innovative, creating watches that continue to excite people and validate their passion for horology.

ESQ: And what about opportunities?

SARAH: There are plenty of opportunities! Online marketing, new forms of exhibitions, and different ways of sharing content—whether through social media, online retail, or even bespoke experiences in person—are all exciting areas. The key is finding your niche and creating unique experiences. It’s not about right or wrong; it’s about how focused and innovative you are in your approach.

ESQ: What do you think sets Sinn apart from other brands?

SARAH: I think it’s our commitment to practicality and precision. We don’t just make watches to look good, though of course, they do! We make them to serve a purpose, whether it’s for aviation, diving, or even niche fields like rescue operations. Our goal is to create a tool that can be relied on in extreme conditions, and that’s something that resonates with a lot of our customers. When you wear a Sinn, you’re wearing a piece of precision engineering.