inger Reimagined is, first and foremost, defined by its own unique language and strong design codes, with a distinct identity since its launch in 2017. This is undoubtedly thanks to the expertise of its CEO, designer Marco Borracino, who conceived the identity of the watch brand to be associated with the Californian company acclaimed for “transforming” classic cars.

“We are firmly grounded in our design logic that is also very clear,” he explains. “Anyone can spread their efforts in all directions! We have maintained a certain discipline, and to resist the temptation of chasing novelty and releasing multiple references every year.”

Marco Borracino, co-founder, CEO and creative director of Singer Reimagined

Indeed, only a few key models have marked the brand’s history. The Track 1 Chrono 43 mm, the inaugural watch, was issued in twelve limited editions. Then, during Covid, came the Flytrack, featuring an ingenious reset system in which the continuous seconds serve as a timer with a flyback function, also produced in a dozen editions.

A ’mechanical dive computer’

In 2023, these two initial complications were reinterpreted in a new, vintage-inspired line, named 1969. Following that, in 2024, the brand presented its “reimagined” diving watch, the Divetrack, limited to 25 pieces. Here, the time is displayed around the periphery of the dial, leaving the central space reserved for pure diving functions.

The Divetrack stands out thanks to its automatic 24-hour central chronograph, designed specifically to monitor an entire diving session. The central second hand ensures continuous movement, while the orange minute hand allows for meticulous monitoring of your underwater adventures.

“We wanted to reinvent this category by truly rethinking it as a tool watch,” says Borraccino. “I’m a diver myself and I collect diving watches. This model can be used alongside a dive computer, keeping track of key information. It’s a mechanical dive computer!”

The Divetrack is not only intended for use underwater. On the surface, this watch helps to manage crucial periods to allow the nitrogen absorbed in the body during dives to dissipate safely, before diving again or taking a plane, for example.

After watches devoted to motorsport and diving, all that’s missing is an aviator’s watch to complete the classic trilogy, as the designer notes with a laugh. “But we always make sure to bring real improvements or original interpretations, not just marketing,” he adds. To this end, Singer Reimagined works closely with Agenhor, where its movements are assembled.

At the heart of the new Heritage Collection is the restoration and reinvention of the Valjoux 236, a manually wound, column-wheel chronograph movement introduced in 1974 as the high-frequency evolution of the legendary Valjoux 23.

Last but not least, Singer launched its Heritage Collection, powered by a restored Valjoux 236, a manually wound, column-wheel chronograph movement introduced in 1974 as the high-beat version of the legendary Valjoux 23. The goal is to transform a vintage chronograph movement into a modern haute horlogerie masterpiece, and showcase one of the brand’s three pillars: Reimagined, Restored, Reborn.

Direct demand from Singer clients

The brand also reserves certain editions exclusively for Singer car owners, even offering customisations reminiscent of those in the automotive division: component finishes, case materials, Super-LumiNova, leather from their car for the strap, and paintwork matching that of their sports car.

The 1969 line consists of chronographs and timers, including these steel variations with a sun-brushed silver dial or bronze case and matt green dial.

Watchmaking constitutes a small unit within a group, which has soared in recent years and now employs over 500 people between the United States and the United Kingdom. “But it is a strategic unit,” Borraccino adds. “I am also involved in the automotive strategy.”

Chronograph 24h Track 1 - Endurance Edition, with central Agengraphe chronograph movement, displaying an additional central scale for the 24-hour chrono indications, in addition to the outer scale for the minutes and seconds.

Demand is rising among Singer’s automotive clients, who accounted for 40% of watch sales in 2024, double that of the previous year, out of an annual production of just over 200 pieces. The brand is also present at around twenty points of sale worldwide. While collaborations between watchmakers and car manufacturers are prevalent, Singer Reimagined embodies a singular, integrated, and uncompromising approach.