ALL WATCHES, Singapore’s Leading Watch Retailer Celebrates 35 Years of Success



All Watches, a leading Singapore watch distributor and retailer is celebrating its 35th Anniversary with an announcement of expansion plans. Founded in 1984 at the iconic Orchard Road shopping centre, Lucky Plaza, All Watches today has four retail outlets in Singapore and presence in Kuala Lumpur in Malaysia.

It is the authorized retailer of over 30 of the world’s most prestigious and innovative brands and exclusive retailer of nine Swiss and China watch brands.

All Watches Founder, Mr. Sunny Ng, 70, said the family-run business will embark on brand expansion under close management of daughter Edna Ng, General Manager and son Darren Ng, Operations Manager. This includes expansion of Aptimos, a separate All Watches entity that carries more accessible lines from international brands for shoppers looking fashion-forward watches to accessorize their look. This includes the opening of a new retail outlet at Jewel Changi Airport.

Commenting on 35 years of success in the highly fast-changing and increasingly volatile retail industry, Mr. Ng attributes the success of All Watches to strong relationships with partners and his customers.

“As All Watches celebrate its 35th Anniversary, we want to show our appreciation to our partners, our customers and most importantly to our team. Retail can be an unforgiving industry and without the ability to establish trusted partnerships, internally and externally, success can fade very quickly. All Watches team has also had the advantage of being a family-run business with complete control over its destiny.”


Innovation from Younger Generation a Retail Survival Necessity Mr. Ng acknowledged the need for constant innovation and need to look to next-generation leaders to guarantee All Watches continued success.

“For instance, my daughter Edna saw the need to diversify the business and create a separate brand, Aptimos. Here we carry watches with accessible price points and more fashion-forward designs perfect for younger shoppers. This move alone expanded our customer base immediately – we now have both affluent mature All Watches shoppers and younger aspiring Aptimos ones.”

“My son, Darren saw the importance of embracing e-commerce. He recognized fairly early that consumers, including in the luxury segment were shying away from exclusively brick-and-mortar retailers. As a result, we rolled-out digital touchpoints. All Watches is constantly revamping its e-commerce platform to add new brands, designs and to make online shopping as seamless and intuitive as possible, giving us a tremendous competitive advantage. “

Ms. Edna Ng, General Manager and daughter of the Founder, said she is looking forward to the succession plan of All Watches and carrying on Mr. Ng’s legacy. “Our father has dedicated decades building this brand and we are proud to be part of its growth as both my brother and I joined the business fairly early. We each bring our unique strengths and are constantly exploring new avenues to grow the brand and ensure its success in a highly competitive global retail environment.”

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s