Forged in Time: Franck Muller and Sincere Fine Watches’ Boldest Watch Yet
Exciting times
Franck Muller has never been one to play it safe, and neither has its long-time distribution partner, Sincere Fine Watches. To celebrate the distributor’s 70 years of horological excellence, the two have teamed up once again for something truly special—the Vanguard Damascus Steel Sincere Platinum Jubilee Edition. With only 28 pieces in existence, this timepiece is as rare as it is striking. But what really makes it tick? We sat down with Franck Muller’s CEO, Nicholas Rudaz, to dive into the inspiration behind the watch, the magic of Damascus steel, and why exclusivity still reigns supreme in the world of fine watchmaking.
Mr. Nicholas, let’s talk about the new Franck Muller Vanguard Damascus Steel Sincere Platinum Jubilee Edition. What makes this timepiece so special?
Where do I even begin? This isn’t just a watch; it’s a tribute, a celebration, and a testament to a partnership that’s stood the test of time—32 years to be exact. Sincere Fine Watches was our very first partner in Southeast Asia, and together, we pioneered the mono-brand watch boutique concept back in the early ’90s. That was rare at the time. So, when it came to celebrating Sincere’s 70th anniversary, we knew we had to do something extraordinary.
Enter the Vanguard Damascus Steel Sincere Platinum Jubilee Edition. It embodies the DNA of Franck Muller with its signature 43mm Vanguard case—an evolution of our classic Curvex, but sportier. What truly sets this edition apart is the use of Damascus steel, an ancient and incredibly strong material originally used for weapons and samurai swords. The steel’s layered pattern is formed by fusing two different steels with varying carbon compositions. No two cases are identical, making each watch a unique piece of art.
And for the first time ever, we’ve incorporated Damascus steel into the movement itself. The bridges inside the watch are crafted from the same material, which is no small feat given the delicate nature of movement components. It’s an intricate process, but that’s what we do best—pushing boundaries in watchmaking.
There’s clearly a deep history between Franck Muller and Sincere. But is there a symbolic meaning behind using Damascus steel for this collaboration?
Absolutely! Damascus steel is all about strength through unity—it’s literally two different steels coming together to form something greater than the sum of their parts. That’s precisely the story of our relationship with Sincere. We’ve grown together, adapted together, and thrived together. Without strong partners, a brand can’t succeed, and Sincere has been a rock-solid partner for over three decades. So, in a way, this watch is a metaphor for that enduring partnership.
That’s a powerful analogy. Now, let’s talk about the collectors—who do you think this limited edition will resonate with?
This one’s for the true aficionados, the serious collectors who appreciate craftsmanship and exclusivity. With only 28 pieces available, it’s designed for those who want something truly rare. The Damascus steel movement, the bicolour accents, the pink gold stitching on the strap—it’s full of unique touches that set it apart. Plus, at 43mm, it’s the perfect size for both men and women, making it an ideal statement piece for anyone who dares to be different. And let’s face it—Franck Muller clients don’t follow trends; they set them.
Speaking of exclusivity, do you think limited editions are becoming more desirable in the watch industry?
Without a doubt! People want to stand out. A limited edition watch isn’t just a timepiece; it’s a statement, a piece of history. At Franck Muller, even our non-limited models are produced in small numbers—if you gathered 1,000 Franck Muller collectors in one room, you’d probably see 1,000 different watches on their wrists! That’s the beauty of what we do. We’re not about mass production; we’re about individuality.
And why only 28 pieces? Is there a special significance behind that number?
Of course! In Asia, the number 8 is considered incredibly lucky, symbolising prosperity and success. We didn’t want to go with 88—too many—but 28 felt just right. It’s exclusive without being excessive.
Franck Muller is known for its bold and intricate watchmaking. How do you continue to attract younger generations in a world of smartwatches?
You know, when smartwatches first emerged, people thought mechanical watches were doomed. But guess what? The younger generation is rediscovering the magic of mechanical craftsmanship. It’s like classic cars—when you pop the hood of an electric car, there’s nothing to see. But with an old-school engine, you can appreciate the complexity, the artistry. The same goes for watches. We’ve been reaching younger collectors with fresh, playful designs like the FR2 Rabbit, but at the end of the day, people want something timeless. A mechanical watch isn’t just a gadget; it’s an heirloom, something you can pass down. That’s why they’re coming back to traditional watchmaking.
Why did you choose the Vanguard as the base for this Jubilee edition instead of another model?
We’ve celebrated many milestones with Sincere over the years, often using the Curvex. This time, we felt it was fitting to go with the Vanguard—it’s the next evolution. Sportier, bolder, and more aligned with modern tastes. Plus, it appeals to a younger demographic, making it the perfect choice for this occasion.
You’ve been in the industry for years. What major shifts have you noticed?
Oh, plenty! I’ve seen ups and downs, from economic downturns to the Covid-fuelled boom in watch sales. Trends come and go, but one thing remains constant—creativity is king. At Franck Muller, we focus on designing timepieces that excite and inspire. We’re not driven by stock market pressures; we’re driven by passion. And that’s what keeps us ahead.
What do you see for the future of the industry?
Opinions vary, but our focus remains the same—creating exceptional watches. The market may fluctuate, but strong designs and strong partnerships, like the one we have with Sincere, keep us resilient. And we don’t just sit and wait for customers; we engage with them, whether in Kuala Lumpur, Penang, or Kota Kinabalu. That’s how we stay relevant.
Last question, what’s the biggest challenge for the brand right now?
Talent retention. Watchmakers are in high demand, and competitors will poach them for a slight pay bump. We’ve been lucky—many of our watchmakers trained with us and have stayed loyal. But in Geneva, it’s a constant challenge. Also, the trend of ‘quiet luxury’ is on the rise, but Franck Muller has always been about boldness. That said, we offer versatility—whether you want to make a statement or keep it understated, we have a timepiece that suits your mood.
To find out more about the Franck Muller Vanguard Damascus Steel Sincere Platinum Jubilee Edition, visit Sincere Fine Watches’ website here.
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