L’Officiel Malaysia – July 2019

L’Ofciel Bijoux 81

Much like the horology version of a multi-label boutique offering

cool, under-the-radar brands, Time Zone is a new concept store

that commands attention. Founded as the watch division of

the Habib Group, it has gone through revamps over the years

and its latest incarnation aims to cater to savvy, discerning

consumers looking to express themselves in a unique way.

Its curation of mostly emerging brands offers accessible and

affordable watches with much style and substance in terms of

creativity and watchmaking credibility. Another criterion for

the shortlist is the brands’ integrity and commitment to build a

name with long-term vision and lasting value.

“Having pursued a formal education in design myself, I know

what is meant to fall in love with creating products and sharing

it with the world,” says Time Zone director Mirzan Meer. “We

are more inclined to work with brands whose founders are still

directing their growth. The objectives are purer; of course,

profit is important, but growth also means spreading the

culture and developing the brand value.”

Five of the six brands distributed by Time Zone may be new

but their design sensibility and product quality are impressive.

WilliamL 1985—started by Guillaume Laidet, formerly from

the Swiss watch industry—is inspired by ’50s-style vintage

chronographs. It democratises the watchmaking space with

its great value proposition of modern yet classic designs

and reliable timepieces using a range of Miyota and Seiko

movements.

Swedish industrial designer Francis Jacquerye founded Techné

Instruments, which celebrates boldness and adventure; its first

collection is named “SparrowHawk” after the founder’s fighter

pilot grandfather. Budget-friendly Greyhours timepieces by a

London-based Turkish designer of French origin are recognised

by their clean geometry; sleek, minimalist industrial design;

and quality materials and workmanship.

The brainchild of Niklas Roja and Felix Winqvist, Swedish brand

Corniche exudes stylish elegance replete with engravings

of pine trees on the watches’ caseback—inspired by the

founders’ French Riviera summer holiday. Another brand from

Sweden, Bravur by Magnus Appelryd and Johan Sahlin features

refinement and attention to details, striking a balance between

Swiss watchmaking excellence and Scandinavian streamlined

aesthetic.

Time Zone’s only heritage brand is Marathon, which has crafted

watches for the military and governments since 1904. The

higher price point of these watches is warranted given their

top-notch durability, function and performance.

Good Times

Time Zone steals the scene with

the introduction of an exclusive

cache of six watch brands.

BY TAN SIOK HOON

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1-2. TECHNÉ INSTRUMENTS 3-4. WILLIAML 1985