Revisiting 1969 with Marco Borraccino of Singer

We were glad to catch Marco Borraccino at Geneva Watch Days 2023 while he was overlooking the set-up of their space at Fairmont Grand Hotel. Looking cheery, we spoke to him about what’s going on for Singer lately.

Isochrono: Marco, glad to be able to sit down and have a chat. You look really cheery. What’s going on at Singer recently?

Marco Borraccino (Marco): Things are great. Our new watches, the 1969 Chronograph and Timer that has received very good feedback and we were just told that our new Singer 1969 Chrono has been nominated for the GPHG 2023 prize for Chronograph.

Isochrono: Congratulations! That is great news. We wish you success with this year’s entry. Can you tell us more about the 1969 Chronograph and Timer?

Marco: We were already working on a new dimension for Singer’s new watches in 2022, and the plan was to present them in June this year (2023). The 1969 series comes in a 40mm case. So we have been working to squeeze the movement into a smaller case to make the watch appeal to more people.

We also developed a new dial that is heavily vintage-inspired, with domed sapphire glass, an internal fluted ring under the domed sapphire, and an integrated steel bracelet, which is a first for Singer.

Isochrono: Was it challenging to downsize the Agenhor movement into a smaller case?

Marco: When we were working on the Agengraphe AGH-6361 movements for the 43mm watches, we had a peripheral time indicator that was formed by discs, which took quite some space. We wanted to keep the main function and essence of the chronograph right in the middle, where the focus should be.

So this time for a 40mm, we brought all information inside the dial, so for both the timer and chronograph, the time indication happens within the dial. Once we removed the peripheral disc, we can fit the movement into the 40mm case. It took some time. But it is not impossible. We still retained the discs and arrow indicator for telling time for the 1969 Chronograph, although smaller but even more focused and easier to read the time.

Isochrono: We can see that overall, the dial is clean and the window for hour and minute is smaller, which do help in quick view of the current time. So, what other things will you tell our audience about your new watch?

Marco: For the Timer specifically, its the first time we have a traditional time indication with a hour, minute and second hand in the center. Using the traditional way is a novelty for us but we want to try it and see how the market responds, while retaining the design style of Singer.

For the 1969 Chronograph, the Chronograph indication remains in the centre, which is the focus of the primary function as with all our chronographs. The time of day is secondary, but this time with a window on the dial, instead of a peripheral ring time indicator. The overall presentation allows you to have clean and sharp legibility of all information.

For these new models, the new metal bracelet that is designed from scratch is also new to us. You will see a more edgy link shape that contrasts with the smooth silhouette of the case. The links are designed after the ribs you see at the curbs of race tracks. That is where the inspiration came from.

Isochrono: What would you say about the new models compared to the earlier models?

Marco: I say functionality is still at the core of every Singer Reimagined watch. For example, the Chronograph still shows Chronograph hands at the centre while time is secondary. However, i think the new and earlier models can never be comparable side by side because they are designed to be different from the beginning.

So, functionality is what sparks the idea, form will come after that. Form can evolve, and should evolve. This is what happened on the 1969 collection. The Track 1 was meant to make a good first impression, and the 1969 collection is an evolution to cater to a different need, a different market segment. We will keep evolving and new things will be out to surprise the market.

Isochrono: Thank you Marco. I look forward to your new surprise, and I hope Singer will receive the GPHG award this year.

Marco: It was great catching up. Thanks for supporting the brand!

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