The exhibition was hosted in conjunction with the 25th anniversary of Swiss Watch (All photos: Swiss Watch)
On a watch face, the most common means of denoting time comes in the form of hands, numerals and indices. The mechanisms that neatly serve up these chronometric measures, though, are themselves invisible stores of countless accumulated moments — centuries of invention, extensive brand legacies and every hour an expert spent fine-tuning a movement or setting their hundredth gem.
Shining a light on the creativity, technical finesse and aesthetic savoir-faire behind the world’s most coveted watches, luxury retailer Swiss Watch hosted the 12th edition of Art of Time at Pavilion Kuala Lumpur from Sept 9 to 20. True to its name, the annual exhibition was conceptualised as a platform for honouring the horological craft through some of the industry’s most respected names, bringing together the city’s keenest collectors and enthusiasts to celebrate the spirit of precision, innovation and excellence. The 2026 instalment was hosted in conjunction with the 25th anniversary of Swiss Watch, which was conferred with a Royal Warrant by HRH Sultan Sharafuddin Idris Shah of Selangor in April recognising the jubilee.
“We couldn’t have achieved this milestone without the support of our brand partners, incredible team and the maisons you see around,” said Mukesh Valiram, director of Swiss Watch’s parent company Valiram, at the official launch. “We started very humbly in Penang [International] Airport and it’s so nice to be in the iconic Pavilion KL as we celebrate our 25 years. Together, we look forward to achieving new heights, milestones, cool events and set-ups.”
He added that this year’s approach to the event aimed to highlight inclusivity, establishing a space that felt more casual and inviting. The six individual booths by headline brands Zenith, Breitling, Bvlgari, Bell & Ross, Tudor and Tag Heuer embraced an open concept, forgoing full walls along the perimeter and enabling passers-by to peer in.
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On top of the exceptional showcase of prominent releases from each maison, Art of Time was punctuated by several key novelties, activations and presentations. Zenith flaunted the Chronomaster Solo Sport, a three-hand watch that incorporates the line’s unmistakably athletic silhouette with the brand’s 5Hz El Primero movement. Shown in its white, black and brown colourways, the model adopts a streamlined dial architecture sans the chronograph dials, articulated by a bold shark-tooth minutes track, plus faceted hour markers and hands. During the launch soirée, guests were also invited to spectate and try their hand at the interactive demonstration by Zenith watchmaker Jean-Baptiste Chevet.
Collaborations also had a big moment at this year’s fair. Breitling’s Navitimer B01 Chronograph 43 Aston Martin Aramco Formula One Team was introduced in February to mark the manufacture’s official partnership with the marque’s racing squad and features several commemorative elements curated to ground the flagship design. The black carbon-fibre dial with hints of Aston Martin green, as well as titanium case, echo the lightweight materials commonly found in race car cockpits. A peek through the open caseback reveals the Breitling Manufacture Calibre 01, which has been revised with a matte black oscillating weight adorned with the Aston Martin Aramco logo. The model is exclusive to 1,959 pieces as an homage to the year the car company entered the league.
Bell & Ross enthralled guests with the BR-05 Chrono S T Dupont, produced in partnership with the French purveyor of fine lighters and leather goods and the watchmaker’s fourth cigar-themed work. Embodying sumptuous, smoky browns and glowing hues, this chronograph boasts a scintillating sunray-finished dial with two subdials accompanied by rose gold-toned indices, numerals and hands with photoluminescent treatment. Housing this is a 42mm case fashioned in stainless steel and 18-carat rose gold, creating a blend of coolness and warmth that extends into the integrated bracelet — a brown calfskin leather strap with black patina serves as a more rugged alternative. The BR-05 Chrono S T Dupont is offered in a Macassar ebony and Spanish cedar presentation case with a matching cigar cutter and lighter.
Facelifted classics had their fair share of the limelight at Bvlgari and Tudor. The Octo Finissimo, already renowned as one of the slimmest timepieces available, appeared at the Roman house’s booth in its fetching 37mm trim. Revealed at Watches and Wonders 2026, the downsized interpretation was made possible through the new self-winding Calibre BVF 100, which demanded three years of development at the maison’s manufacture. Delivering a 72-hour power reserve, the movement clocks in at just 2.35mm in height for greater ease of wear, especially when coupled with the more versatile proportions and comfortable featherlike weight.
Tudor’s latest Northflag, with a GMT complication fuelled by the Metas- and COSC-certified Tudor MT5652-U, revisits a crucial release in the company’s modern history. Anatomically, the intrepid design has preserved its fundamental visual cues with revised dimensions. The black dial with blue luminescent hour markers now includes a 24-hour hand, a practical addition for adventurers exploring regions where the visible day-night cycle may be obscured.
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Most of Malaysia has been buzzing with excitement since the Bahrain Grand Prix will now take place at the Sepang International Circuit and Tag Heuer certainly rode that wave at the fair. The motorsport-inspired Carrera Chronograph Sport has been given a refreshed look — a more polished face with high-contrast colours and lacquered, Super-LumiNova-treated hands for better legibility — and shrunk to 42mm. Visitors who purchased any Tag Heuer watch during Art of Time were entered into a draw for a chance to win grandstand passes to the highly anticipated event in October.
On top of the central showcases, a curated display of pieces by Piaget, Panerai, Jaeger-LeCoultre, IWC Schaffhausen and Montblanc occupied the rear wall, encompassing high-performance precision instruments and emblems of elite savoir-faire. Discerning collectors were also invited to explore a suite of exquisite haute horlogerie creations by Bovet and Jaquet Droz.
Beyond horology, a one-of-a-kind Tesla Model Y L was exhibited as a testament to merging engineering with visual craft. The white automobile was transformed into a commemorative canvas by local graffiti artist Cloakwork, who brought his signature vibrant bubble letters and playfully edgy style to the vehicle.
This article first appeared on Sept 28, 2026 in The Edge Malaysia.
