Azimuth is winning over watch aficionados with its inventive spirit backed by a solid foundation in mechanical watchmaking traditions.

Luxury of Time

In the world of haute horlogerie, Azimuth flies the Singapore flag high. The brainchild of luxury watch aficionados Christopher Long and Alvin Lye, Azimuth is the only local company to produce Swiss-made mechanical timepieces including high-end complication watches. And its international success has been nothing short of phenomenal in an industry dominated by time-honoured Swiss names with legacies that hark back centuries and beyond.

In the eight short years it has been in the market, Azimuth’s avant-garde creations have enabled it to secure distributorships in 25 countries across Europe, North, South and Central Americas, the Middle East, and Asia. In Singapore, the brand boasts two luxurious standalone boutiques located in Marina Bay Sands and Mandarin Gallery.

The company manages the entire mechanical timepiece production from the research and development of its ingenious concepts to the manufacturing, retailing, distribution and delivery worldwide. In 2009, Azimuth took things to a whole new level when it established its own atelier in Bienne, Switzerland to research, model and assemble its watches.

Innovations of the Future

Known to push the envelope, Azimuth explores the technological limits of mechanical timepieces to excite the watch industry with a series of innovative timepieces inspired by robots, race car instruments and casino gaming to name a few.

In 2009, it unveiled the SP-1 Roulette, inspired by the launch of the Integrated Resorts in Singapore, at Baselworld 2009, the world’s leading luxury watch and jewellery exhibition. An instant success, it was even voted ‘Most Innovative Timepiece of Baselworld 2009’ by journalist Jonathan Bues.

Now, Azimuth has upped the ante with its second gaming-inspired timepiece – the Round-1 Baccarat, which incorporates an actual working miniature Baccarat game into the remarkable mechanism. The design is based on the card game’s four possible outcomes – ‘player’, ‘banker’, ‘pair’ and ‘tie’ – and works on an Azimuth modified mechanism that allows the pointer to stop randomly at either of these outcomes when the pusher is pressed.

Six versions of the stainless steel watch are available – a top-tier, mid-tier and entry-level model for both males and females. The top of the range Round-1 Baccarat features a diamond pavé case and dial embellished with over 1,100 VVSTop Wesselton diamonds for a total weight of close to 7 carats. The mid-tier and entry-level models feature mother-of-pearl dials, with the former flaunting a bezel set with black and white diamonds.

Respect for the Past

In order to make a quantum leap into the future, one must never forget the past. Azimuth’s avant-garde design philosophy thus strikes a fine balance between the two by showcasing a great respect for watchmaking traditions.

Its new Militare-1 Bombardier VI is a classic example. This updated version of the brand’s best-selling pilot’s watch has been given a more vintage look, with a matt brown dial and Luminova markings in a more faded beige. Meant to be worn over the flight suit, the watch face and strap are oversized like most military pilot watches while the crown is now located on the left side of the case. True to its concept, the watch houses a vintage Fontainemelon movement, which was used in the original military watches from the 1960s and nearly impossible to find these days.

Indeed, Azimuth inhabits an exclusive niche as a purveyor of competitively-priced, innovative, Swiss-made mechanical watches.



Marina Bay Sands
2 Bayfront Avenue
B1-87 (+65 6688 7856)
Mandarin Gallery
333 Orchard Road
#02-20 (+65 6736 1766)