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SINGER REIMAGINED

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. 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.