STRENGTH ΤΟ STRENGTH

Growth of Swiss watchmaking continues to soar with the notable return of Asia-Pacific's superpowers and the extended edition of Watches and Wonders.

- KC YAP

FOR THREE CONSECUTIVE YEARS, from 2020 to 2022, despite our urges to rage against health and safety measures, Augustman Malaysia did the responsible thing of staying home (pat on the shoulder) by politely opting out of any overseas assignment and mostly tuning in to virtual presentations and previews. While we once again highly commend the watchmaking industry's swift digital transformation (complete with virtual tours and chroma key compositing), many would agree that nothing compares to hands-on experience, especially when it comes to objects of art and handcraftsmanship as tactile and delicate as fine timepieces.

Finally, two full jabs and two boosters (and perhaps too much of ROMO) later in 2023 came the first sign of freedom, and some long-awaited glamour, in the form of invitations, firstly to the exclusive LVMH Watch Week, followed by the world's largest and most coveted annual watch fair Watches and Wonders since the discontinuation of Baselworld. And just like that, watchmaking helped reconnect us with the physical world and give us back a real sense of time and industry.

At the Palexpo convention centre in Geneva, Switzerland, it was business as usual all over again, only this time with an extra hype and optimism. In the midst of the hustle and bustle of the busy fair, watchmakers and execs greeted retailers, partners and members of the media from all over the world like long-lost friends, rejoicing at the opportunity of meeting in person again and seeing one another in good health and going strong.