In the world of horology, every collector has a unique story to tell—shaped by their personal passions, influences, and philosophies. Meet Norman, an IT Consultant by day and a passionate connoisseur of unconventional designs by heart. From his admiration for bold watchmaking to his eclectic taste in designer toys and photography, Norman’s journey is a testament to embracing the unconventional and pushing boundaries. In this interview, he shares his collecting philosophy, the inspirations behind his love for creative craftsmanship, and the lessons he’s learned as part of the Singapore Watch Club (SWC).

Tell us a little bit about yourself, and what is it that do you do?

I’m Norman, an IT Consultant by profession with a deep passion for off-tangent collectibles. By day, I will require to handle analytical problems, technical challenges and implementation of solutions. Beyond work, I have a keen eye for creations and designs which are abstract. Each piece of my collection, especially watches, will tell the story of unique creativity or craftsmanship.

What are your other interests aside of watches and how do they influence your perspective?

I enjoy collecting well designed toys and objects. Part of my collection are some pieces from Brian Donelly (also famously known as KAWS). What I like about KAWS is the ability to straddle between fine arts and street art like graffiti. This to me is bold!

Another hobby I have is photography. Yes, I am the Instagram husband behind @thegirlwithbirthmark, Pearly. It started off as something casual, but has eventually become a regular activity. We enjoy finding new photography spots for wrist shots and portraitures.

Both of these hobbies have trained me to have the ability to observe from different angles, to be bold with my choices but also to be as meticulous as possible with every single detail.

Norman's presents four of his treasured pieces—from independent brands Daniel Roth, Habring ², Trilobe, and Shellman.

"Both my hobbies have trained me to to be bold with my choices but also to be as meticulous as possible with every single detail."

What aspect of watches do you enjoy the most?

Personally, I admire bold designs and creations. Those that may not necessarily be ground-breaking, but rule-breaking for sure. To truly master something, some rules inevitably have to be broken. That’s how exceptional and significant watches emerge. Watches which were created to go against the grain and perspectives of its era.

What was your first watch and what did you like about it?

My first “serious” watch that I got was a stainless steel Audemars Piguet Royal Oak ref 4100ST. I love that the Royal Oak was a watch which stood against the test of time and trend during the 1970s where luxury integrated sports watch was not the norm especially for a top-tier brand like AP. It’s been an incredible success story since 1972 and this story aligns with my personal aspirations—to be bold.

Habring ² Felix Japan Exclusive—this pieces has an interesting and slightly superstitious story. The number 4 can be viewed as inauspicious in East Asian culture and thus was skipped. So while only 5 pieces were made, the last one is numbered 6.

What is your collecting philosophy?

My main collecting philosophy revolves around embracing the unconventional and the art of disruption. Watches which are asymmetrical in shapes or have unconventional concepts are my go-to pieces to hunt. Usually, such watches often go under appreciated, forgotten, almost. These are the hidden treasures that I hope to seek out.

"I challenge myself to not fall back to comfortable genres but rather to constantly discover something new."

Do you impose any “rules” on yourself?

I don't want to have boundaries for myself, therefore the first rule is that there are no rules, basically. I consider that as a challenge for myself to not fall back to comfortable genres but rather to constantly discover something new.

Of course, I exercise due diligence in the pieces I add to my collection with deep-dive research and meticulous inspection before making the acquisition.

Trilobe Nuit Fantastique 38mm—asymmetry can made interesting in many ways and this is one of them. Its ingenious design borders on functional art.

What’s a recent addition to the collection that you are enjoying most?

The first ever SWC club watch which was with Ulysse Nardin! The one that started all the other amazing projects that followed. It was the first SWC watch I got to see person through a fellow collector, and I’m glad to have added this sentimental piece to the collection.

"It is important to bring out the best qualities of a watch when actually worn. A combination of style and aesthetics to better showcase how the watch can be part of a larger ensemble."

You’re also a photography enthusiast, what do you enjoy shooting?

I enjoy constructing themes and incorporating different objects around the subject. Finding creative angles to achieve different depths, and adding surrounding static or moving objects gives the picture character. Especially when taking photo of watches. Apart from wrist shots or close-up macros, it is also equally important to bring out the best qualities of a watch when actually worn. A combination of style and aesthetics to better showcase how the watch can be part of a larger ensemble. Besides, watches were meant to be worn and enjoyed!

Shellman World Time Minute Repeater—Cloisonné enamel dial, minute repeater and world timer all in a 37mm case.

What are your hopes for the future of watchmaking?

I’d love to see major brands take bolder moves in their new products and focus on more education for their clients to cultivate a stronger a passion for watch collecting.

How has SWC impacted your journey of watch appreciation?

SWC has helped me in expanding my horizons, going deeper into the technical side of the hobby. I’m blessed to be amongst like-minded collectors, hearing them share creative ideas, historical tidbits, and technical perspectives which were all quite new to me. The best example is the special edition project with Cartier. It was through speaking to the owners and the team behind the collaboration, that opened my eyes to the rich history of these uniquely shaped Cartier watches.

Daniel Roth Le Sentier Sports ref. S177—the most interesting integrated bracelet I know, nicknamed the “Lego” bracelet. In fact, on closer inspection you will realise that the stud echoes the shape of the iconic Roth case.

What is your fondest SWC memory?

Most definitely the recent clock tower climb at Victoria Concert Hall! Never in my wildest imagination thought that I’d be able to immerse myself within a grande sonnerie with Westminster chime!

"It is paramount to make use of information from social media to enhance your knowledge and exposure, but don’t let it turn you into a slave to hype !"

What advice do you have for people that are coming into the hobby of watch appreciation?

Whatever you do, do not follow the hype. Expose yourself to as many watches as possible and be critical towards yourself on what attributes of a watch you enjoy the most. As the passion grows (or as the collection grows), you will naturally develop a maturity and there’s when a collector refines his or her taste. There is always an abundance of undervalued pieces available on the market and it is important to stay convicted to your taste, not to be swayed by noise or price action in “market value”. It is very easy to be distracted especially with the importance of social media. Therefore, it is paramount to make use of information from social media to enhance your knowledge and exposure, but don’t let it turn you into a slave to hype!

-FIN-