Showcase of time

This article first appeared in The Edge Financial Daily, on July 10, 2018.

Time Kulture began in 2013 as a platform to debut novelties unveiled at the Baselworld Watch and Jewellery Fair.

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Contemporary watchmaking showcase Time Kulture: Revolution returns with its fifth edition on Thursday. Presented by leading watch retailer Swiss Watch Gallery, this annual affair pays tribute to an exciting array of watch companies, offering members of the public access to amazing deals from all nine brands — Baume & Mercier, Bell & Ross, Graham, Longines, Maurice Lacroix, Oris, TAG Heuer, Tissot and Tudor. Time Kulture begins on Thursday in the concourse area of Pavilion Kuala Lumpur and ends on July 22.

Time Kulture began in 2013 as a platform to debut novelties unveiled at the Baselworld Watch and Jewellery Fair, and has since become the watch showcase in the country for aficionados to enrich an existing collection, or even to purchase their first serious watch. The setting is designed to engender exploration and enthusiasm — this year, the theme is anchored on the excitement of motor sport.

From asphalt-like flooring to runway marking, racing lanes and chequered flags, Time Kulture’s set up is influenced by the synergy and symbiosis between watchmaking and the automobile and aviation industries — they are all rooted in engineering, performance and precision. Modular booths finished in acrylic, concrete and steel allow each brand to inject their own distinct DNA into the finished display.

Surrounding the mechanical marvels that are the heart of Revolution by Time Kulture are myriad activities that invite visitors to immerse in the lifestyles that define the event and its participating brands.

Swiss Watch Gallery plays host with Race Against Time, a puzzle game that rewards the daily champion with one of 10 daily prizes in the form of RM100 Swiss Watch Gallery cash vouchers. If you really put the pedal to the metal, you might even win one of the grand prizes, comprising Swiss Watch Gallery cash vouchers worth between RM1,000 and RM2,500.

The individual booths are a terrific place to get a sense of each brand, from the #ChaseYourWatch campaign by Maurice Lacroix that takes players on an elaborate treasure hunt to win a stunning Aikon timepiece, to the Oris Bear Photo Contest. Visitors to the Oris booth will have the chance to meet the Oris Bear of Culture, one of the four bear mascots that represent its timepiece families consisting of Culture, Aviation, Diving and Motorsport. This is the first time the Oris Bear leaves its Swiss homeland and a lucky visitor who takes a photo with it might take home an Oris wall clock worth RM1,500. In Graham’s booth, the faces of its new Chronofighter Nose Art models are brought to life: the bombshells who grace the dials of new iterations will actually be on hand for photos on Thursday  from 6pm to 10pm, and on July 15 and 21 from 5pm to 9pm.

In between all things timepieces, take a break at the Nespresso sampling bar, set up specifically for the event, or get up close and personal with the exclusive new Kia Stinger, on display throughout the duration of the showcase.

Shoppers are well-rewarded this year with 12 months’ interest-free instalments available, as well as up to five times Treats Rewards points for Maybank credit card users. Fans of Baume & Mercier, Graham, Maurice Lacroix, Oris and TAG Heuer can look forward to great gifts with their purchases. Select timepiece models will be available at a steal with exceptional discounts throughout the show, while all purchases are accompanied by an exclusive Time Kulture canvas tote bag to commemorate the special occasion.


Time Kulture: Revolution is presented by Swiss Watch Gallery in partnership with Kia Motors, Maybank, The Edge, LG, Nespresso and Martell. It runs from July 12 to 22 at the Centre Course of Pavilion Kuala Lumpur, Jalan Bukit Bintang, Kuala Lumpur. For regular updates, follow Swiss Watch Gallery on social media — facebook.com/swisswatchgallery and Instagram.com/swisswatchgallery.