Rolex and THE TIME PLACE SINGAPORE
A leading retailer of luxury timepieces in Indonesia, The Time Place landed on the shores of Singapore with an aim to bring its expertise to the well-travelled and discerningorological crowd in the city state. Today, through its customer-first philosophy, The Time Place Singapore has firmly established itself as the go-to place for Rolex timepieces and also a space where one can delve into the rich heritage of the Swiss watchmaker.
In the beginning
The flagship store of The Time Place was first established in 1999 in Plaza Senayan in Jakarta, Indonesia. Thanks to the enthusiastic and knowledgeable sales advisors, The Time Place soon became synonymous with a space for luxury timepiece appreciation, especially among its customers and watch enthusiasts. “Through the years, we have successfully developed lasting relationships with our clients,” said Irwan Danny Mussry, President and CEO of Time International and founder of The Time Place. “This is only possible because we do our jobs with full integrity, putting the needs of our customers first.”
Over the next decade, The Time Place strengthened its presence in Indonesia with more boutiques in Jakarta and Surabaya. Then in 2010, Time International decided to venture overseas by setting up the first outpost of The Time Place in Singapore. Admitting that the boutique was “not part of the original plan”, Mr Mussry acknowledged that there was an opportunity in Singapore. “The market was very strong, so it just made sense,” he said, noting that many Indonesians favoured shopping in Singapore. “Opening a boutique would be an asset for us. Luxury is about comfort as much as anything else and we want our customers to have access wherever they may be.”
The first move
In June 2010, the shutters to the first Rolex boutique managed by The Time Place Singapore were raised at The Shoppes at Marina Bay Sands. Measuring 797 sq ft across two shop units, the boutique, which was helmed by nine staff members, was in the integrated resort and in close proximity to the central business district. The space boasts modern design elements and welcoming lighting that accentuates the beauty of a wide selection of Rolex models and elegant display cases lined with beige leather with bronze trims. Each element of the interior design is in line with the sophisticated Rolex aesthetic and radiates the values of the brand’s crown.
Building brand presence
Capably manned by its knowledgeable and experienced sales advisors, The Time Place Singapore managed to build a strong customer base. In 2012, it expanded its boutique at The Shoppes at Marina Bay Sands from an original two-shop-unit space to one that is twice the size, measuring 1,583 sq ft over four shop units. To stay abreast with the latest products and trends, the sales advisors at the Rolex boutique managed by The Time Place Singapore continue to attend regular training sessions conducted by both its training division in Indonesia and the Swiss watchmaker.