IMAGINE being able to visit your favourite watchmaker and immersing yourself in the rich Swiss culture, sights and sounds that have shaped the world of horology over the centuries. From next year, watch enthusiasts will get the unique opportunity to embark on such watchmaking pilgrimages organised by Sincere Watch Academy (SWA).

The head of SWA, Mr Patrick Tan, says: "In the past, some brands organised visits to their individual watch factories but it was nothing of this scale involving a balanced cultural experience in the heart of Switzerland's watchmaking regions like Le Locle, Le Brassus and Valley de Joux."

The academy, which officially opened last August, is in Suntec Tower 3 and its presence marks a significant milestone in the Singapore watch scene. For the first time in Asia, watch collectors and novices have a public platform to come together, gain insights and exchange knowledge on luxury watches.

While the Singapore market is considered one of the most sophisticated in the world, industry players believe there is still room for growth here.

"Relative to other world markets, Singapore leads in terms of watch appreciation. But the watch market for Singapore is still in a developmental stage," says Mr Michael Tay, executive director of The Hour Glass.

He says: "This is simply because the world's watch market on the whole is still in its infancy. The retail value of the global Swiss watch industry is estimated at US$25 billion (S$37.65 billion) per annum. As a comparison, the annual sales revenue of the world's leading luxury group, LVMH, is already at US$20 billion. Thus, the watch industry has a long way to go."

The three major players in Singapore's luxury watch business - The Hour Glass, Cortina Watch and Sincere Watch - are all known to actively nurture the watch culture here with public and private events. Since 2004, The Hour Glass has been organising Tempus, a watch fair reminiscent of the renowned annual Baselworld in Switzerland, while Cortina Watch has its Jewellery Time exhibitions.

The SWA fills the gaps by offering a continuous series of workshops and events all year round. It is not intended as a money-spinning venture for Sincere Watch, which is expected to pump in $2 million a year just to run all the academy's activities, on top of the $1 million initial investment outlay.

The return on investment may not directly contribute to the group's bottom line but Mr Tan believes it will nurture a close relationship with loyal customers and cultivate a new breed of watch enthusiasts. This benefits the industry as a whole and could augment Sincere Watch's business.

"We identified a growing need for clear, concise information and we launched the academy in response to customer feedback during previous events we've organised," says Mr Tan. "Ultimately, the academy reinforces our position as a premier watch retailer. If we don't have such a platform for the exchange of watch knowledge, we can never truly be a watch hub."

The academy comprises three key sections: a comprehensive resource library stocked with watch catalogues, magazines and other hard-to-get literature, some culled from long-established watch libraries in Switzerland; a technical centre where veteran watchmakers work on Sincere Watch's heirloom restoration pieces; and a watchmaking workshop.

The curriculum comprises theoretical framework with talks by Mr Tan on topics such as understanding and appreciating the differences between quartz and mechanical watches, and practical workshops that involve hands-on, interactive activities. These will be conducted by overseas master watchmakers and watch lovers will be able to assemble the minuscule watch parts under their guidance.

There are also Horology Colloquiums - live discussion forums with guest speakers from the industry. The first series of colloquiums were conducted in September and October, and six of the great watchmaking houses took part: Patek Philippe, Jaeger-LeCoultre, Girard-Perregaux, IWC, A. Lange & Sohne and L.U.C. by Chopard Manufacture.

Response to the academy has been overwhelming. Within a month of its launch, the SWA registered 1,200 members. Similarly, the colloquiums, with an average capacity of 30 persons per session, were fully booked months in advance.

Watch collectors are thrilled at getting the opportunity to meet some of the most famous names in watchmaking who are slated to host the colloquiums.

Says avid collector Duncan Wong, who attended SWA's colloquium on A. Lange & Sohne and L.U.C. by Chopard Manufacture last month: "The watch industry is always making advancements in technology, materials and concepts. For me, that is part of the joy in the collecting experience, and SWA provides a wonderful venue and opportunity to continue that education."

For more information on the Sincere Watch Academy, visit www.sincere.com.sg/academy