Connecting design and engineering

Singer Reimagined was born from an encounter between Rob Dickinson, the founder of Singer Vehicle Design, and Marco Borraccino, a well-known watch designer.

“Mighty timepieces that would reimagine high-watchmaking.”

The connection over design and engineering was instant. During almost a year, Rob in California and Marco in Geneva riffed on cars, music, watches and a shared fascination with mechanical icons, particularly the iconic sport-classic chronographs of the late 1960s and ‘70s.

From this discussion an idea was born; to create mighty timepieces that would reimagine high-watchmaking.

It was at this point that a decisive encounter with a third pillar of the collaboration took place. Marco shared his idea for a unique chronograph with famed Master watchmaker Jean-Marc Wiederrecht, who was prepared for skepticism. This quickly turned to enthusiasm as Marco unveiled his drawings.

Rob Dickinson

Fascinated by automotive design, an early encounter with a Porsche 911 resulted in a lifelong obsession with the iconic sports car. After a decade-long international career as the songwriter and front-man for the group Catherine Wheel, Rob founded Singer Vehicle Design in 2008 to explore the creative possibilities in the vibrant world of classic automobiles. Alongside cars, the world of classic watch design has long been a subject of deep fascination. Singer Reimagined has been founded to create mighty timepieces pursuing the philosophy that Everything is Important.

Marco Borraccino

Passion for cars and design led Marco Borraccino to study in the fields of Art and Industrial Design. As a designer and creative director, he has run his own design consultancy office in Geneva since 2009, energizing the collections of several luxury brands with his creativity, attention to detail and easy-going personality. For Marco, Singer Reimagined is a natural progression, enabling him to freely express his creative ideals and passion for uncompromising design.

Our friend and strategic partner :
Jean-Marc Wiederrecht

Over the last few decades, Jean-Marc Wiederrecht has forged a reputation as one of Switzerland’s greatest and most creative independent watchmakers. A fervent defender of authentic watchmaking, he is focused on preserving and developing its unicity, leading him to found Agenhor in 1996. Based in Geneva, Agenhor specializes in the design of complex mechanical modules for some of the world’s most prestigious brands. Jean-Marc’s experience, knowledge and inventiveness have earned Agenhor’s creations a number of prestigious awards, including several at the Grand Prix d’Horlogerie de Genève.

Overturning convention

Singer Reimagined has been created to explore the world of high watchmaking. Our watches are defined by that same guiding principle: the need to improve, ignore convention, edge closer to perfection and ask “what if?” We believe that beauty comes from the uncompromising pursuit of optimized functionality, obsessively searching for ways to optimize every elemental strand of design.

“The more you scratch the surface, the more there is to decode”

A flagrant disregard for the concept of “good enough” and a willingness to overturn convention characterizes our work. The end result must delight, borne from the single-minded pursuit of aesthetic and engineering perfection.

The more you scratch the surface with Singer’s work, the more there is to decode. A never-seen-before movement a decade in development, a team bringing together true design and engineering talent from automotive and horological worlds and a love affair between California and Geneva.

A talented team made this project a reality

Nothing would have been possible without this team of industry experts, who bring together an unparalleled depth and breadth of skill and experience. Just as Agenhor has played a pivotal role in the development of this revolutionary chronograph, so too has every manufacturing partner made an invaluable contribution.

As masters in their respective fields, each has been specially selected for their shared passion for excellence. Not surprisingly then, the whole crew has been caught up in the enthusiasm of bringing an extraordinary project to life.

Being part of the Singer Reimagined adventure is not about playing it safe, it is about authentic collaboration, united by a need to explore beyond the boundaries of traditional mechanical watchmaking in search of a brush with perfection.