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Crystal Time’s watch distribution business had its roots as far back as 7 decades ago, during a post-war era when economic recovery was taking place. The founding family established a watch import and export business, Swee Heng, to capitalize 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. In 1978, another company, Crystal Time, was established to distribute international watch brands in the region. This coincided with the quartz revolution in the watch industry which made mass production of watches possible, providing a wide selection of watches at affordable prices. Crystal Time acquired exclusive distribution rights of several well-known international watch brands for the region.


Today, Crystal Time’s portfolio of brands range from Swiss watches, to sports watches to fashion-licensed timepieces. With its established heritage in the watch industry, Crystal Time has grown its expertise in marketing and distribution of watches and evolved as a trusted supplier in the region. Crystal Time also provides high quality after-sales service at our service centres.


Now into the third generation of watch enthusiasts in the family, Crystal Time values its close relationships with its business partners and constantly innovates its strategies to stay ahead in the dynamic watch industry.

Crystal Time building


Marketing Services

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 marketers who manage the positioning and execution 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.


Crystal Time has also established a strong network of media partners amongst various journalists from TV, newspapers, radio, specialised watch and lifestyle magazines, online websites, as well as social media influencers. The team also designs and customizes each brand visual for our various media and communication platforms. With consumer habits evolving rapidly, the marketing team constantly creates dynamic branding and communication strategies to stay relevant to the target audience of each brand that we carry in our portfolio.

For marketing, press or product enquiries:



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Wholesale and Department Stores Distribution

Wholesale, Online & Department Stores Distribution

Crystal Time specialises in distributing internationally renowned timepieces to watch specialty stores, department stores and online e-commerce. Over the last 45 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 customizes its distribution strategy to maximize 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 over 30 years of experience in the local watch distribution business. Our team also specializes in creating and managing our own websites for brands, as well as, working with third party e-commerce platforms for online listing, promoting and fulfilment services. Our sales staff are constantly trained to ensure the highest service quality is delivered to our customers.

For wholesale and distribution enquiries:



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Corporate Sales

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. Our team will be able to 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

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 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 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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