Girls Generation

A new microbrand has arrived. And no, it’s not for the boys

- Melissa Kong

Looking at the sheer number of collectors, aficionados, and interest groups that have mushroomed over the last decade or so in Singapore, one can come to the conclusion the watch landscape here is thriving. A tell-tale sign of this evolution? The rise in local microbrands.

An important component in the horological ecosystem, microbrands allow a wider demographic to access quality timepieces through online retail channels and, oftentimes, at more wallet-friendly prices. At the same time, they also provide a niche option for those who eschew mainstream brands.

One of the latest microbrands to debut in Singapore is The Eliana Timekeeper. Founder Sherrie Han was dismayed by the lack of good mechanical watch options for women and decided to take things into her own hands. As a result, the 28-year-old lawyer started The Eliana Timekeeper, named after her firstborn, to offer “beautiful, good quality watches for women”.

Her debut watch collection, Twilight Glint, launched on Kickstarter in January, exceeding the funding goal with 15 days to go. Modelled after vintage jewellery, the Twilight Glint’s caseband features fluted edges on the top and bottom, while the dials are kept to a minimum with four Swarovski crystals at the cardinal points and a window just off six o’clock to give a glimpse into the Miyota 6T28 movement, also seen through the sapphire caseback.