Singapore – Sincere Fine Watches Celebrates Franck Muller 15th years of the ‘Crazy Hours’ with a Sensational Soiree
Franck Muller’s Crazy Hours collection, one of the illustrious independent marque’s most iconic watch lines, turns 15 in spectacular fashion, blowing out the candles with an extravagantly dizzy party that befits its name.
Over 500 guests comprising Franck Muller’s top management, VVIP customers and members of the media turned out for the soiree that was held in a soundstage at Infinite Studios. Also in attendance was Mr. Franck Muller himself, who flew in especially for the party. The master watchmaker extraordinaire started his eponymous brand in 1992, and was the brains behind the Crazy Hours complication, which he launched in 2003.
The cavernous studio was transformed into a multifaceted wonderland, where guests were invited to explore five stunningly Instagram-able rooms throughout the evening, each boasting its own numerically themed photo-wall in the spirit of the Crazy Hours collection.
Setting the mood from the onset was the FM Lounge. The first party pit-stop to greet guests upon their arrival, the FM Lounge was set against cream walls with arched doorways that resemble the façade of Franck Muller Watchland, the brand’s headquarters in Genthod. The welcome area also showcased over 20 Crazy Hours models that were launched over the years for guests to pore over as they get pampered with fine champagne and exquisite hor d’oeuvres.
Proceedings got appropriately crazier as the evening progressed with the unveiling of a series of party spaces. First up was the 24/7 Diner, which turned the concept of the all-night party meal on its head. Starting with ‘Daily Lunch Specials’ at 8:30pm, followed by ‘Breakfast for Champions’ at 9:45pm, and ‘Suppertime Midnight Munchies’ at 11pm, it was mealtimes at their most topsy-turvy – and on-theme with the celebratory watch collection.
As guests savoured the changing spread at the 24/7 Diner over the course of the evening, two more ‘party rooms’ opened up. There was the Midnight Jacuzzi, a swanky bar area replete with its own bathtubs that served bespoke tipples and craft beers; and In The Mood For Sweets, a dessert paradise full of delectable and gorgeous sweets which doubled up as art installations. Cake pops were hanging off neon arches for guests to help themselves too, and there was also a sherbert and popsicle station, where some flavours were spiked with alcohol for those who were looking for a little more fun from the freezer! Beside it was a pick-and-mix candy spread for guests to indulge in their sweet tooth, where they packed gummies, shaped in the iconic Franck Muller numerals, to bring home as souvenirs.
For the finale, aptly christened Birthday Bash On Overdrive, guests were ushered to the middle of the studio. As the drapes that separated the various rooms were pulled aside to transform the space into one huge, thumping party central, Franck Muller pulled out all the stops to heighten the celebratory mood. From an illuminated open-bar in the shape of the iconic Cintree Curvex case that served free-flowing champagne, to birthday cupcakes, gold sparklers and confetti guns, guests were treated to a truly out-of-the-world revelry that lived up to the Crazy Hours collection.
“There is only one way to celebrate the journey of the iconic Crazy Hours collection, and that is to create an overload of fun and irreplaceable memories. The Crazy Hours is emblematic of Franck Muller’s creativity, boldness, and constant need to challenge the status quo, and I think this 15th anniversary party conveys that spirit really well,” says Kingston Chu, Vice-Chairman and Managing Director of Sincere Watch Limited and Executive Director of Franck Muller Asia.