Experience time redefined
at Art of Time 2025
Until November 9, Pavilion Kuala Lumpur’s Centre Court will once again become the epicentre of horological excellence as Swiss Watch presents the 11th edition of Art of Time. The annual fair, now a fixture on Malaysia’s luxury calendar, brings together some the world’s most celebrated watchmakers for a two-week celebration of artistry, precision and innovation.
Since its debut in 2011, Art of Time has stood as Malaysia’s leading multi-brand watch fair, offering a rare opportunity for collectors and enthusiasts to experience fine watchmaking up close. Over the years, Swiss Watch has transformed what was once a boutique retail experience into an immersive showcase that mirrors the great fairs of Geneva and Basel. The event has become not just a commercial platform, but a cultural one that celebrates craftsmanship, storytelling and the enduring beauty of mechanical timepieces.
This year’s edition carries special significance as Swiss Watch begins its 25th anniversary celebrations, marking a quarter-century of passion and partnership in the world of horology. The fair underscores the retailer’s continued commitment to cultivating Malaysia’s appreciation for fine watches and to connecting the country’s collectors with the world’s most renowned maisons. The layout of Art of Time 2025 is designed as a gallery-like journey through time and creativity. Flanking both sides of Pavilion KL’s Centre Court are elegant, private booths – Zenith, Breitling, Bulgari, Bell & Ross, TAG Heuer, Bovet, Reservoir and Tudor – and that open into a central lounge where the fair’s specially curated pieces from all the participating maisons.
This year’s edition carries special significance as Swiss Watch begins its 25th anniversary celebrations, marking a quarter-century of passion and partnership in the world of horology. The fair underscores the retailer’s continued commitment to cultivating Malaysia’s appreciation for fine watches and to connecting the country’s collectors with the world’s most renowned maisons. The layout of Art of Time 2025 is designed as a gallery-like journey through time and creativity. Flanking both sides of Pavilion KL’s Centre Court are elegant, private booths – Zenith, Breitling, Bulgari, Bell & Ross, TAG Heuer, Bovet, Reservoir and Tudor – and that open into a central lounge where the fair’s specially curated pieces from all the participating maisons.
The exhibition’s visual centrepiece is inspired by the three realms that have long defined watchmaking — Sky, Land and Sea. Overhead, a canopy of angled mirrors evokes drifting clouds, while the pillars are dressed in lush moss and florals, contrasted by floors shimmering with water-like reflections. The result is a multi-sensory environment that merges natural elements with contemporary design, offering visitors both a serene retreat and a striking backdrop for discover.
This year’s Art of Time isn’t just celebrating a modern new layout and design, but also, the inaugural participation of Richemont brands. Cartier, a name synonymous with elegance and design, brings a new chapter of its watchmaking artistry with contemporary interpretations of its beloved classics. IWC Schaffhausen showcases its mastery of precision engineering, with new additions to its Pilot’s and Portugieser families. Jaeger-LeCoultre, long regarded as the “watchmaker’s watchmaker,” unveils the latest evolutions of its Reverso and Master Control collections, blending technical innovation with discreet sophistication. Meanwhile, Panerai continues its exploration of materials and maritime heritage, revealing bold new Submersible and Luminor references that speak to its adventurous spirit.
Adding a playful twist to the mix is an exclusive collaboration between RESERVOIR and Popeye, presented in partnership with Swiss Watch. Limited to just 25 pieces, the RESERVOIR x Popeye Malaysia Edition captures the light-hearted charm of the cartoon sailor while paying tribute to Malaysia’s love for badminton. Its retrograde minutes and jumping-hour display animate a colourful scene of Popeye mid-swing, turning time into motion. It is a joyful reminder that watchmaking, for all its precision, also has room for humour and creativity.
Beyond the displays, visitors can expect a series of interactive experiences designed to deepen their connection with horology. Swiss Watch’s in-house specialists will guide guests through a personalised journey of discovery, culminating in a sweet treat courtesy of GODIVA. There are also special promotions and privileges throughout the fair, including complimentary gifts for selected purchases and exclusive offers for Maybank and AFFIN Bank cardholders, alongside interest-free instalment plans across selected brands.
More than a watch fair, Art of Time is a tribute to Malaysia’s thriving community of collectors and enthusiasts. It reflects Swiss Watch’s belief that a timepiece is more than an instrument — it is a bridge between art, science and emotion. After more than a decade, the fair remains the benchmark for watch exhibitions in the region, uniting tradition with innovation and reaffirming Malaysia’s place on the global map of luxury watch appreciation.
Adding a playful twist to the mix is an exclusive collaboration between RESERVOIR and Popeye, presented in partnership with Swiss Watch. Limited to just 25 pieces, the RESERVOIR x Popeye Malaysia Edition captures the light-hearted charm of the cartoon sailor while paying tribute to Malaysia’s love for badminton. Its retrograde minutes and jumping-hour display animate a colourful scene of Popeye mid-swing, turning time into motion. It is a joyful reminder that watchmaking, for all its precision, also has room for humour and creativity.
Beyond the displays, visitors can expect a series of interactive experiences designed to deepen their connection with horology. Swiss Watch’s in-house specialists will guide guests through a personalised journey of discovery, culminating in a sweet treat courtesy of GODIVA. There are also special promotions and privileges throughout the fair, including complimentary gifts for selected purchases and exclusive offers for Maybank and AFFIN Bank cardholders, alongside interest-free instalment plans across selected brands.
More than a watch fair, Art of Time is a tribute to Malaysia’s thriving community of collectors and enthusiasts. It reflects Swiss Watch’s belief that a timepiece is more than an instrument — it is a bridge between art, science and emotion. After more than a decade, the fair remains the benchmark for watch exhibitions in the region, uniting tradition with innovation and reaffirming Malaysia’s place on the global map of luxury watch appreciation.
As Swiss Watch looks ahead to its 25th anniversary, Art of Time 2025 represents both a milestone and a moment of renewal. It honours a momentous journey from a single boutique to a regional authority in luxury timekeeping, while inviting a new generation of collectors to discover the artistry behind every tick.
As Swiss Watch looks ahead to its 25th anniversary, Art of Time 2025 represents both a milestone and a moment of renewal. It honours a momentous journey from a single boutique to a regional authority in luxury timekeeping, while inviting a new generation of collectors to discover the artistry behind every tick.
Art of Time 2025 runs until 9 November at Pavilion Kuala Lumpur, Centre Court. Admission is free and open to all. Discover more at swisswatchglobal.com/art-of-time-2025 and follow @SwissWatchGlobal on Instagram for highlights, brand features and behind-the-scenes stories throughout the fair.
