Crystal Time’s watch distribution business had its roots as far back as 6 decades ago, starting at a time when economic recovery was taking place during the post-war era. The founding family of the business established a watch import and export business, Swee Heng, to capitalise on the rising demand in the region for wristwatches. Through the years, the business expanded to include a watch movement assembly and OEM manufacturing facility. As a new era of economic stability and growth emerged in the 1970s, another company, Crystal Time, was established in 1978 to distribute international watch brands in the region. This coincided with the advent of the quartz revolution in the watch industry which made mass production of watches possible, bringing to consumers a wide selection of watches in an astonishing variety of designs at affordable prices. Crystal Time was able to tap on this new phenomena and capitalise on the growing affluence of consumers in the region by acquiring distribution rights of several well known international watch brands.


Today, Crystal Time’s portfolio of brands range from established Swiss marques to innovative new watch brands, sports performance watches to fashion-licensed timepieces. With its long and established heritage in the watch industry, Crystal Time has grown its expertise in marketing and distribution of watches and evolved as a trusted supplier to over 200 watch retailers and department stores in the region. Crystal Time also prides itself in providing high quality after-sales service in maintenance and repairs at its service centres. Now into the third generation of watch enthusiasts in the family, Crystal Time values its tradition as well as close relationships with its business associates and partners by constantly innovating in its strategies to stay ahead in the dynamic watch industry.

Crystal Time building


Marketing Services

Crystal Time strongly prides itself in not just being a diversified established watch distributor, but as a builder of watch brands. In this new age of media consumption with the proliferation of mobile devices, brand building is key to the success of the watch brands that we carry in a crowded world of consumerism. We have our own dedicated in-house team of Brand marketers who manage the positioning strategy of each watch brand through sponsorships, events, social media engagement, cross promotions with other relevant lifestyle brands, above-the-line media partners, in-store promotions and below-the-line communications to drive sales conversion at the stores.


The Brand has also established a strong network of media partners and following amongst various journalists from TV, newspapers, radio, specialised watch and lifestyle magazines, online websites, as well as social media influencers. The team also includes an in-house design team that works closely with the Brand team to customise watch brand visuals and designs for our various media and communications platforms. With consumer habits evolving from year to year, the Brand team constantly creates dynamic branding and communication strategies to stay  relevant to the target audience of each brand that we carry in our portfolio.



To learn more about our brands and where to find them:

For press or product enquiries:




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Wholesale and Department Stores Distribution

Crystal Time specialises in distributing internationally renowned timepieces to watch specialty stores, department stores and sports stores. Over the last 35 years, the company has established a diverse network of over 200 distribution points in various key cities and towns in Singapore, Malaysia, Brunei and Indonesia. Depending on the positioning of each watch brand, Crystal Time customises its distribution strategy to maximise brand presence of our watches in each market and create strong in-store visibility. The wholesale team is led by veterans in the market, some of whom have 20 to 35 years of experience in the local watch distribution business. Crystal Time also manages its own sales counters in leading department stores in the region which include TANGS, Robinsons, OG, Parkson, Isetan and Takashimaya. Our sales staff are constantly trained to ensure the highest service quality is delivered to our customers.



For wholesale enquiries:




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Corporate Sales

Create a lasting impression with your employees, clients or customers with a gift of time! Timepieces serve as a practical and yet memorable memento for any special occasion. We work closely with our brand partners to create the perfect timepiece for any occasion. Crystal Time has dedicated sales staff that will attend to your request - be it customisation of timepieces or bulk purchases, we will adhere to the quality of our brands’ promises and provide timely delivery to meet your needs. Our vast brand portfolio ensures that we can offer any suitable timepiece to suit your budget and occasion. We have successfully customised watches for various organisations including government bodies and affiliates, military and law enforcement units, banks, beauty and wellness organisations, corporate gifts companies and many other private organisations.



We cater to the following needs for corporate sales enquiries:

  • Employees’ Long Service Awards

  • Corporate Staff Programs

  • Dinner and Dance mementos

  • Lucky Draw Programs

  • Rewards and Loyalty Membership Programs

  • Gift-with-Purchase Promotions

  • Purchase-with-Purchase Promotions



For corporate sales enquiries:




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After-Sales Service

We believe in building long-term relationships with our consumers and our motto is that quality customer service continues long after the close of a sale at our own after-sales service centre. Our experienced watch technicians have been trained in Switzerland in the best techniques of watch repair, restoration and maintenance. Together with the latest state-of-the-art equipment, our after-sales service centre is able to adhere to the highest quality service repair standards in the industry. As the exclusive distributor and official after-sales service centre for each watch brand in our portfolio, we are equipped with the necessary original spare parts of any of the watches you purchase from our official retailers and our technicians constantly strive to restore your watch to its best condition.



To learn more about the location and opening hours of our After-Sales Service Centres:





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