Founders Nelson Lee and Ali Nael share their motivations and ambitions for “Asia’s Baselworld”, launching in October 2022
As the ongoing JeweLuxe Festival draws to a close with its final chapter, “From the Beginning of Time”, which runs until 22 April, exciting news have surfaced: the inaugural edition of Singapore Watch Fair will be held in October this year.
The brainchild of JeweLuxe’s co-founder Nelson Lee and 2ToneVintage's founder Ali Nael, Singapore Watch Fair is both the offshoot of and spiritual successor to the watch-centric segments of JeweLuxe so far. The fair will see the participation of independent watchmaking brands, auction houses and retailers on a larger scale, with promise of an elevated positioning to boot. In this exclusive interview, Lee and Nael share more about these changes.
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Tell us about this final chapter of JeweLuxe, which is centred on watches.
Nelson Lee (NL): JeweLuxe has always been very closely associated with not just jewellery, but also watches, and I think it shows in “From the Beginning of Time”. However, we made the decision last year to carve this segment out from the fair and enter a multi-tier partnership with Ali. It’s an interesting progression beginning with the debut of Cultured, a retail brand focused on independent watches. We are also moving on to host the Singapore Watch Fair in October, which is a standalone watch fair. In a way, we are ending the watch segment’s participation in JeweLuxe very strongly, then immediately moving on to develop its identity further.
Ali Nael (AN): What we’ve done is to separate the watch content out from JeweLuxe, and given it its own brand. Cultured and Singapore Watch Fair are now part of a bigger group, A&N Luxury, which Nelson and I founded to grow this part of the business together. While JeweLuxe remains focused on jewellers, A&N Luxury will focus on watches in various ways, including Cultured and Singapore Watch Fair.
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