A message from Rob Dickinson – President and Creative Director of Singer Vehicle Design

Greetings from California and welcome.
Watches, while a somewhat predictable bedfellow to cars in our shared universe, have been a passion of mine since I first saw the ‘Heuer Chronograph’ logo on the Ferrari Grand Prix cars in the early 1970s (about the same time I was falling for the Porsche 911). Consequently, and for a number of years now, the itch to fashion a ‘proper’ new watch – not a frippery or a branding exercise but something of, dare I say it, ‘importance’ has been a nagging obsession of mine.

“The product of two years’ intense collaboration, development and neurotic consideration has become a reality.”

Well, the universe looked kindly on this obsession and the product of two years’ intense collaboration, development and neurotic consideration has become a reality as we not only launch a new timepiece but also a new high-watchmaking company, based in the spiritual home of horology – Geneva, Switzerland. The dream was to reimagine the sporting chronographs of the 1960s and ‘70s in a manner that celebrated their magnificence but brought a profound new sense of priority to the way in which elapsed time – the essence of a chronograph – was presented.

The reality is a timepiece we are extremely proud of and one we hope is the first of many creative journeys within this noble industry.

We hope you will join us on this adventure and explore our work and philosophy – I invite you to explore the new home of Singer Reimagined.

Best wishes from us all

The need to improve, ignore convention, edge closer to perfection

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.

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.

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.

From iconic automotive design to iconic watch design

Singer Vehicle Design was founded in 2009 to explore the creative possibilities within the vibrant world of the classic automobile. Since then, its focus has been the obsessive pursuit of the ultimate reimagined Porsche 911. The process of reimagining is central to Singer’s philosophy. Its lofty objective is to distil, enhance and recombine the strands of greatness that mark out a design icon. Starting with historical DNA, Singer adds modern techniques and its own unique perspective. The result is a singular, jewel-like form or, as some have put it “The 911 as Art”

“We love the sport classic watches of the 1970s, the engineering complexity of the automatic chronograph.”

As we at Singer love the icons of automotive design, so too are we fascinated by the golden era of analogue mechanical watch design. It is driven by the passion for the sport classic watches of the 1960s and 1970s, by the love for the engineering complexity of the automatic chronograph and by the authentic connection between automotive and horological worlds.

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.