IAMWATCH is Michael Tay’s new vision for watch nerds and artisanal watchmaking

SINGAPORE – By his own admission, Mr Michael Tay is a watch nerd. 

His passion for horology has led the managing director of watch retailer The Hour Glass to come up with IAMWATCH, a four-day event celebrating artisanal watchmaking held at The Singapore Edition hotel from Oct 17 to 20.

“IAMWATCH is not just another watch fair,” says Mr Tay, impeccably decked out in a suit in his office in Orchard Road. “It’s a passion project, one designed for true watch lovers who appreciate the art and craft behind these pieces.”

About 40 watchmaking luminaries will be headlining the event. Besides some of the biggest names in independent horology such as watchmakers Maximilian Busser, Kari Voutilainen and Felix Baumgartner, the line-up includes well-known auctioneer Aurel Bacs and Singaporean watch experts Wei Koh and SJX. 

Besides presentations by watchmakers, the programme includes conversations, horological lectures and other community activities.

“We’re bringing in tastemakers, collectors and enthusiasts. It’s a whole ecosystem that supports independent watchmaking and we want to bring them all together,” says Mr Tay. 

He has decided to stage the event in the little red dot because it is home to a unique demographic: highly knowledgeable, cult-like collectors. 

“Singapore is a nation of nerds, and that’s something we’re playing to our advantage,” he says with a chuckle.

The 49-year-old is no stranger to organising landmark events in the watch industry. His previous creation, Tempus – The Great Watchscapade, held in 2004, was a pioneering consumer-facing watch event that combined product showcases with insightful symposiums.

He recalls: “Tempus was about creating a 360-degree experience for watch enthusiasts. It was not just about displaying watches. It was about showcasing the craft and providing a platform for learning directly from the makers and chief executives.”

Tempus, he notes, became a blueprint for what would later evolve in 2015 into Dubai Watch Week, solidifying his belief in the importance of pioneering events.

Yet, as he explains, IAMWATCH is not meant to replicate past successes.

“We want to innovate and bring something fresh to the market,” he says.

It was not an overnight concept. Mr Tay spent years pondering a new watch fair, but it was the Covid-19 pandemic that brought the idea to life.

With time to reflect, he drew inspiration from an online exhibition The Persistence Of Memory, which traced artisanal watchmaking from 1970 to 2020. Organised by The Hour Glass in 2021, the retrospective led him to focus on the essence of horology – an art form that he believes transcends the luxury industry.

“Independent watchmakers are a special breed, often choosing the harder path to remain true to their vision. They shun the easy route of working for big-name brands, opting instead to carve out their own legacies with meticulous craftsmanship and an uncompromising commitment to quality,” says the international management graduate from Oxford Brookes University.

While the former competitive cyclist has long been a champion of independent watchmaking, the timing of IAMWATCH could not be more perfect.

The pandemic, he says, has helped to bring independent watchmaking into the spotlight in unprecedented ways.

“A lot of the big brands everyone used to chase after are no longer available,” he says. “For the first time, some of these independent brands started seeing a surge in demand that they could never have anticipated. People began to realise that these watches, often made in very limited quantities, were something special.”

The name IAMWATCH came from two sources. Mr Tay was inspired by the Latin phrase “Inventit et Fecit”. Meaning “invented and made”, the phrase – which is the motto of independent watchmaker F.P. Journe – is a hallmark of authenticity in horology. 

He also drew on the civil rights slogan, “I am a man”, which he saw as a bold declaration of identity.

More than just a name, IAMWATCH, he says, is a statement of independence and authenticity in the watch world.

The fair intends to set itself apart from other events with its relaxed, inclusive vibe. Unlike the formality of other watch exhibitions like Watches & Wonders, attendees at IAMWATCH are encouraged to “double wrist” and wear their favourite pieces. To double wrist is to wear two timepieces at the same time.

The event’s focus is on personal interactions between enthusiasts and makers, fostering a sense of community rather than hierarchy. Mr Tay envisions IAMWATCH as a place where horological enthusiasts can connect with independent watchmakers who value freedom over fame.

He is especially eager to spotlight what he calls the “fourth and fifth generations” of watchmakers who will carry the craft forward. To Mr Tay, horological artisans including watchmakers Gael Petermann and Theo Auffret are the “trailblazers of the 21st century”, whose work reflects a break from traditional inspirations and a focus on innovation.

The event has generated global interest, attracting collectors from as far as Hawaii and the Middle East. Mr Tay admits he is not sure how far IAMWATCH will go. Like Tempus, he prefers to keep things open-ended, suggesting that IAMWATCH could become a biennial event or a one-time spectacle. 

Regardless, his commitment to originality remains unwavering.

“Time waits for no man,” he says, emphasising that whatever he does next, it will need to be fresh and exciting.

As Mr Tay prepares for the inaugural IAMWATCH, he also hints at broader changes within The Hour Glass, particularly in terms of its iconic boutiques.

“It’s time for some creative destruction,” he says with a grin, referring to the closures – recent and impending – of its themed salons More Passion at Paragon, L’Atelier at Ion Orchard and Malmaison at Knightsbridge.

“They were ground-breaking for their time, but we need to evolve to stay fresh and innovative,” he says.

This evolution, he says, is about moving beyond the themes that were established over 15 years ago.

He speaks fondly of the concepts behind the salons, each of which offered a unique perspective on watch culture. While L’Atelier brought the feel of a watchmaker’s workshop to the public, More Passion celebrated the connection between watches and design and Malmaison focused on the luxury of handcrafted objects.

“We don’t want to get comfortable with old ideas. We’ve new concepts in the pipeline but I’m not going to reveal too much just yet. All I can say is, expect something exciting in the next six months.”

Meanwhile, he is not too worried about the current softening in the watch market, spurred by economic cycles and rising interest rates.

In fact, he sees it as a positive development for The Hour Glass and watch collecting in general.

“Speculators have been flushed out and we’re back to a place where collectors are buying watches because they love them, not because they’re hoping for a quick profit,” he says, referring to the insane prices popular models were fetching on the grey market during the pandemic.  

His job is to preserve the legacy of The Hour Glass – which was founded by his parents in 1979 and now boasts more than 60 boutiques in 14 cities – while ensuring it stays relevant in an ever-evolving market.

“I love art, design, architecture and watchmaking. So my job is about creating spaces and experiences that tell the story of timekeeping in new and compelling ways.’

IAMWATCH runs from Oct 17 to 20 at The Singapore Edition hotel. Admission is free but registration is required at https://iamwatch.com/