When I received the media invitation to check out REC Watches P-51 Automatic Collection distributed by All Watches on 6 Oct 2016, I was extremely curious to find out how REC Watches P-51 collection looks like and how they make watches out of metal parts from cars. Due to my curiosity, I decided to attend the media preview. At the same time, when the PR agency, Media Flair mentioned to me that Mr Thomas Dusinius Kronevald – Chief Sales Officer of REC Watches would be in Singapore that day and available for media interview, I immediately seized the opportunity to schedule a timing so that I can sit down with him to understand a bit more on REC Watches and the company as a whole.
I invited William Tan, lifestyle influencer/blogger to come along with me so that we can check out the watches and conduct the interview together.
A photo at the photo wall wearing REC Watches P-51 Collection
REC Watches P-51 Automatic Collection is unveiled to a crowd of esteemed industry insiders, journalists, and digital influencers, at Ford Showroom (305 Alexandra Road, Singapore 159942) – housing one of the most reliable, leading automotive vehicles in the world.
Checking out REC Watches P-51
REC Watches worked with the metal parts from these salvaged cars and incorporated it into the new REC Watches P-51 Automatic Collection while promising that every watch is visually unique.
Having fun trying them on
Every REC Watches P-51 Automatic timepiece includes a custom four-piece cases, handmade dials, and sports a highly-reliable Miyota 9130 automatic movement. It also comes complete with date- and power-reserve functions; these ensures a watch that boasts of both supreme functionality, and as a bold, fashion statement.
Thanks William for helping me to put it on!
Very happy with the watches on the wrist!
Along with every timepiece also attached with a special story card – upon scanning the QR code, one will be led to a short documentary of the 1960s Ford Mustang (or any other automobile specific to the REC Watches collection) that was intricately crafted into the precious timepiece. On top of that, every watch dial from the P-51 Automatic Collection is also engraved with the one-of-a-kind vehicle identification number of the car it was made from.
About REC Watches
REC Watches was founded in 2011 by wristwatch enthusiasts Christian Mygh and Jonathan Kamstrup, and is a modern Danish timepiece company. The concept of REC Watches is to salvage and transform classic icons into timepieces, a concept which we named RECOVER – RECYCLE – RECLAIM, or just REC for short. The result is that every single REC watch is completely visually unique – that’s right, no two are identical – and is born with the story from the object of which it was made! Now that’s what unique design and great stories should mean!
Photo-taking with Ford Mustang
About All Watches
All Watches is a reputable and trusted brand with a notable heritage as a timepiece specialist. With extensive experience in the horology industry, Mr Sunny Ng started All Watches in 1984 at Lucky Plaza, and later with a second store at Wisma Atria. In 1996, All Watches created a shop-in shop concept first at BHG Bugis Junction and later at OG, Albert Complex. Through the years, All Watches has grown from one shop in 1984 to the current six point of sales, including one in Kuala Lumpur, Malaysia. With 32 years of retail experience, All Watches is now the authorised retailer of over 50 established international watch brands, including prestigious names such as Omega, Tudor, Tag Heuer, Breitling, and international brands such as Longines, Rado, Ball, and Tissot. All Watches is also the exclusive distributor for sought after Swiss names including Alfex, Candino, Davosa, Dreyfuss & Co, Ernest Borel, Festina, Rotary; as well as a new Danish brand REC Watches. For more information on All Watches, please visit www.allwatches.com.sg
I am a sucker for cars!
REC Watch P-51 looks so good with Ford Mustang!
Understanding more about REC Watches P-51 and the relationship with Ford Mustang
I LOVE this REC Watch!
Even ladies can wear REC Watches P51-Collection well too. It just gives me a more rugged yet still elegant look.
No prizes for guessing whose wrists are those… hahaha!
William and I had the honour of meeting up and conducting an exclusive interview with Mr Thomas Dusinius Kronevald – Chief Sales Officer of REC Watches to understand more about REC watches and the exciting future plans.
We were very excited to meet up with Thomas and be given this exclusive opportunity to have an intimate chat with him. See… we were well prepared with our questions and a recorder.
Both me and William listening intensively at what Thomas was sharing with us.
Thomas was a super friendly person who shared with us his thoughts and cracked some jokes along the way too.
Exclusive Interview with Mr Thomas Dusinius Kronevald – Chief Sales Officer of REC Watches
What are the brand values that REC Watches embody?
The brand value which REC Watches embody is respecting the values of the iconic cars which REC watches look into when they want to produce the watches.
REC Watches also embodys the values of the watch industry itself without being too conservative and pushing the limits to create something that is unique and limited.
What are some of the most important decisions you make as the CSO of REC Watches?
Decision making is fun because sometimes you have to make a difficult decision ahead of you that could take your brand somewhere or that could really lower your brand.
I think some of the good decisions made would be the partners we choose to work worldwide like All Watches in Singapore because you can feel the commitment that really complements the brand. It is like creating a family that understands the brand values.
Joining the company was one of the best decisions I made as well.From a personal point of view, I was in the watch industry for 17 years and I wanted to try something new.With REC watches, we comprise of 4 people in total and that is where I can work with people more on a personal basis, in an office in Copenhagen.
I take care of sales and marketing and because of the small team, I can ask anybody for opinions and I will get it.We work very close together and come up with good ideas.
We are coming up with a limited edition of P-51 for Christmas and we all chipped in ideas and that would not happen in a company with 200 staff.We have fun. Basically everyday we laugh.We created a common group of in Messenger where we text each other stuff that’s funny… like a small family.
At the moment, we are at the balance where it is starting to tip over.Sales is growing so at Spring time, we might bring in staff for sales and marketing and maybe a designated person for either Asia, Europe or USA to help me.
For marketing side, especially Social Media, we probably need an extra guy for that.
As a relatively new watch brand in the market (officially launch was in February 2014), how is REC Watches able to remain forward and competitive in such a concentrated market?
One of the things we do is we appreciate the reviews, esp P-51 from Bloomberg, Watch collectors, Car collectors, etc, but we don’t just stick it around.
it is like a trophy, we look at it and appreciate it, then we put it away.If we need to win another trophy, we need to stay focused.
We did great stuff with P-51Ford Mustang, but for the upcoming collection for March 2017 which is the Porsche 911, it is a completely different car therefore it will be a completely different watch. So far, from the drawings and assemble, it is going to be special. It will blow everyone away.
How has REC Watches revolutionised the timepiece industry?
Men have different passions like wine, cars, watches, girls, etc.
We wanted to take that passion for watches to combine with cars that wasn’t seen before.
We wanted people to appreciate the details and the iconic car in a way that is stlll timeless and contemporary in 2016. So if I look at this REC watch, I am not looking at this car from 60s, I am still looking at a very contemporary timeless watch, with details from a beautiful car Ford Mustang.
With REC watches, we ended up with a piece of the car withn the watch.The dial itself is from a Ford Mustang 65 and every watch is unique. If you look at the dial of this P-51watch, it is different from the dial of another P-51 watch.
Only 350 watches are made from this Ford Mustang. So worldwide, this Ford Mustang gave birth to 350 watches, So once the watches are sold out from REC watches, you can’t get any more out of that car. Uniqueness, limited quantities and great concept of combining a iconic car into a modern watch, what is not to like about it?
What are the challenges REC Watches are facing when competition is keen in the retail globally, and in Asia?
I don’t see that we have many challenges.We have a good group of partners worldwide who understand the brand concept of REC Watches.
One of our main challenges is not to grow too fast. I have to say No to distributors. How often do you get to say NO, except if you have kids. (laughs)
We get enquiries from retailers from different markets.We decided in beginning of Sept 2016 to not to open up new markets till 2017.
We open up 30 countries for last 6 months and we need watches for these countries.The retailers are beginning to sell and they are ordering from distributors and we need to have enough watches for them.
E-commence has been huge part of sales of late; do you think that it can potentially eventually evolve to timepieces as well – a purchase many would consider as big-ticket?
Absolutely, I would say it is too old fashion not to explore that channel.If I were to spend a million dollars on marketing, 80% will go to online marketing to support influencers, bloggers, facebook, IG, etc. That would probably be the place I would get it back as an investment.
From the retailer’s point of view, It is an invitation to explore a completely new channel as a retailer.Many see jewels, accessories, watches etc, as touch and feel products. Sales could be created online, and customer would still go to the retailer to adjust the setting or repair watches and next time, when customers want to buy a watch, they will look at both channels.
What are some exciting plans and/or products we can expect from REC Watches?
P-51 will be released in limited edition in Christmas.We will be playing with the colours, for example, black strap with red stitching and red is somewhere on the dial. Only 250 pieces will be available worldwide.
REC Watches made from Porsche 911 will be coming up in March 2017.
Which is your favourite REC Watches timepiece, and why?
It is like choosing a favorite child… Hhmm… I think I can narrow down to two.
Cooper C2 is one of my favorite due to its simplicity.I think it is very pure in design. It feels light on your waist.
Another favorite is the P51-02.It is born with brown leather strap, but I like it with the denim straps.
When I think of the America in the 60s, I think of Elvis Presley, Bruce Springsteen, burgers, Ford Mustang and all the good things that came out in the 60s…the whole revolution somehow. I am very much into music, the P51-02 somehow got the heavy chunky denim look which is one of my favorite looks.
How many countries are REC Watches stocked at?
REC Watches are currently stocked in 30 countries like Japan, Taiwan, Indonesia, HK, Spore, USA
We are starting now in Malaysia and we have big expectations for that too.
A photo with Mr Thomas Dusinius Kronevald-Chief Sales Officer of REC Watches
Information on P-51 Automatic Collection by REC Watches
Made with reclaimed 1960s Ford Mustangs – the iconic car that symbolises freedom, and opportunity.
P51-01 in Black Calf Leather Strap
Product Features: Skeleton/Orange Printed Hands Metallic/Black PVD Stainless Steel Case with Laser Engraving Stainless Steel Bezel Black Dial, with White Numerals Sapphire Crystal Glass with Anti-Reflecting (AR) Coating
P51-02 in Brown Calf Leather Strap Product Features: Skeleton/Blue Printed Hands Metallic/Black PVD Stainless Steel Case with Laser Engraving Black PVD Bezel White/Grey Dial, with Grey Numerals Sapphire Crystal Glass with Anti-Reflective (AR) Coating
P51-03 Product Features: Skeleton/White Printed Gold Colour Hands Black PVD Stainless Steel Case with Laser Engraving 4N Gold Bezel Anthracite Dial, with Gold Numerals Sapphire Crystal Glass with Anti-Reflective (AR) Coating Double Black Calf Leather Strap REC Watches P-51 Automatic Collection is exclusively available at all All Watches retail stores, and each timepiece from this collection retails at SGD 1,980.
All Watches Retail Stores
All Watches Bugis Junction
Bugis Junction 200 Victoria Street, #01‐104, S188021
+65 6337 0669
All Watches Chinatown Point
Chinatown Point 133 New Bridge Road, #01-21, S059413
+65 6636 3376
All Watches Lucky Plaza
Lucky Plaza 304 Orchard Road, #B1-128, S238863
+65 6732 7673
All Watches Waterway Point
Waterway Point 83 Punggol Central, #01‐53, S828761
Born and based in Singapore, Elaine Heng is an entrepreneur who founded Elaine Heng Image Consultancy and EH Global Group, and the blogger/writer behind www.mselaineheng.com. She goes by @mselaineheng handle for her instagram, twitter and tiktok accounts. She is also a blessed single mommy to two lovely boys, Kaiser Quain Lim and Rayes Luke Lim.