Hong Kong's Alpha Watch & Jewellery Expands into Singapore with Own‑Brand Watches, Targeting Southeast Asian Market
Alpha Watch & Jewellery (Ming Biao Shi Jia), a well‑known Hong Kong‑based timepiece retailer, has officially announced its entry into the Singapore market with the establishment of its branch, ALPHA WATCH DISTRIBUTORS PTE. LTD. This move marks a significant step in the brand’s internationalisation strategy, following its rapid rise in Hong Kong’s watch industry.
Rooted in Hong Kong, Transforming for a New Chapter
Founded in Hong Kong in 2017, Alpha Watch & Jewellery has built a solid reputation over the years through its professional expertise in watch craftsmanship and its core philosophy of “customer first, guaranteed authenticity.” The brand attracted a loyal following among celebrities and watch enthusiasts alike. With its new Singapore branch, the company is refocusing its business scope – shifting away from its previous multi‑service model (which included new watch sales, second‑hand watch trade‑ins, and bespoke jewellery) to exclusively selling its own‑brand designer watches and matching accessories. The Singapore operations will not involve second‑hand watch trading, jewellery customisation, or watch repair and restoration services.
Strategic Location in Singapore, a Regional Hub
According to publicly available records, ALPHA WATCH DISTRIBUTORS PTE. LTD. was officially incorporated in Singapore on 25 November 2025, approximately six months ago. The company is located at 160 Robinson Road, within the Singapore Business Federation Centre, in the heart of the Central Business District – an area surrounded by financial institutions and corporate headquarters. Its registered activities cover both retail and wholesale of timepieces, and the branch currently has five executive staff members.
Singapore has long been the preferred gateway for international brands seeking to enter the Southeast Asian market. In recent years, the city‑state’s watch market has shown consistent vitality – data from June 2026 indicate that retail sales in the watches and jewellery category grew by 10.5% year‑on‑year, while the traditional watch market recorded a 1% sales increase in 2025. At the same time, Singapore’s independent watchmaking ecosystem is flourishing: the local micro‑brand‑led independent watch fair, SPRING SPRANG SPRUNG (SPRG), saw its number of exhibitors grow from 22 in 2022 to 57 in 2025, underscoring Singapore’s importance as a key market for watch brands.
Own‑Brand Strategy as a Response to Market Trends
Against a challenging global backdrop for the watch industry – Swiss watch exports declined by 5.7% in volume terms in the first half of 2025 – Singapore’s independent watch brands have demonstrated remarkable resilience. Local micro‑brands have successfully exported their products to Europe, North America, and beyond, building an international reputation for “trustworthy Singaporean timepieces,” thanks to their design innovation, quality control, and community engagement.
Alpha Watch & Jewellery’s decision to enter the Singapore market at this time with its own‑brand watches is a direct response to this trend. Unlike the traditional agency model, owning the brand gives the company full control over product pricing, design direction, and brand identity, creating a distinct competitive advantage in the crowded retail watch space. The company will uphold the core values of “customer first, guaranteed authenticity” from its Hong Kong headquarters, ensuring that every product undergoes rigorous quality checks and is backed by comprehensive after‑sales support.
Looking Ahead
With the official operation of ALPHA WATCH DISTRIBUTORS PTE. LTD., Alpha Watch & Jewellery is set to use Singapore as its regional base to gradually expand across Southeast Asia. Through an integrated online‑to‑offline service model that aligns with local shopping habits, the company aims to deliver a fresh and stylish experience for watch lovers in Singapore, driven by original design and fine craftsmanship.