LAST WEEK, multibrand luxury watch retailer Swiss Watch Gallery kicked off its annual Time Kulture showcase with an elegant cocktail soiree. Held at the exhibition venue — Pavilion Kuala Lumpur’s Centre Court — the launch event was officiated by Datuk Mirza Mohammad Taiyab, Tourism Malaysia director general, and hosted by Sharan Valiram, executive director of Valiram Group, which owns Swiss Watch Gallery. In attendance were watch enthusiasts and influencers on the KL social scene, celebrities, VIP customers and members of the media, who were treated to a rotating buffet of roasts, pasta and canapes, with fine wine, and of course, an amazing assembly of contemporary timepieces from international Swiss watch brands, including Frederique Constant, Graham, Longines, Maurice Lacroix, Oris, TAG Heuer, Tissot and Tudor.

This is the third edition of Time Kulture — themed “Discover Basel” this year — billed as the largest watch showcase in KL. The set-up is inspired by that of BaselWorld and offers watch fans direct access to the experts. Taking up 5,100 sq ft of exhibition space, the 12-day showcase offers a taste of the renowned watch and jewellery expo, as much a treat for those already familiar with the watchmaking world as it is for those just starting out on their journey of discovery. Over 1,000 novelties that were unveiled at BaselWorld are presented in this showcase running the gamut from sporty, rugged and classic to stylish and edgy for both men and women.

“Time Kulture offers a compelling showcase of cutting-edge concepts in watchmaking, married with innovative designs, style and technology,” said Ashvin Valiram, executive director of Valiram Group, in a statement.  

Watch lovers will be thrilled to learn that for the duration of the exhibition, Swiss Watch Gallery is offering preferential privileges for acquisitions made during this limited period. Maybank cardholders can make their purchase with a 12-month 0% interest instalment plan. Every purchase comes with an exclusive branded gift as well as a complimentary sweet treat from TWG Tea and a RM30 Godiva cash voucher. Those holding a Maybank credit card or BMW White Card will additionally receive a specially designed Swiss Watch Gallery travel adaptor. Spend big and you’re in for chance to win a watch — winners will be announced after the Time Kulture showcase. You’ll know you’ve been shortlisted when you’re asked to answer a question. 

Also on Aug 1 and 2, a special treat for Oris watch owners — an Oris technician will be in town to check the movement and accuracy of your timepiece. He will be at the Oris booth from noon to 9pm on both days. 

Time Kulture has been a success since its launch in 2013, engaging both existing watch lovers and newbies alike and offering them an immersive experience in which to discover the wonders of watchmaking with some of the world’s best brands. It really is testament to Swiss Watch Gallery’s dedication to nurturing knowledge of and passion for watchmaking among consumers. Watches, after all, is not a mere timekeeping tool or accessory — it is also a personal statement. 

Time Kulture — Discover Basel runs until Aug 9 at Pavilion Kuala Lumpur, Centre Court, Level 2. For more information, you can also log on to swisswatchgallery.com.my.

This article first appeared in digitaledge Daily, on August 4, 2015.