A salute to a creator of time where time stands still

14 05 2012

In a world where time seemed to stand still that the spirit demonstrated by a creator of time was celebrated in the company of good spirits. The world, the beautifully conserved building that houses the Flutes at the Fort, was the location where the pioneering spirit of Alvin Lye, a creator of luxury timepieces, was saluted as The Glenlivet Pioneer of the Year.

A world where time seems to stand still was where a creator of time was honoured as The Glenlivet Pioneer of the Year.

The Glenlivet Pioneer of the year is one that honours the vision, passion, courage and tenacity shown by Singapore based pioneers who demonstrate the same qualities that The Glenlivet founder George Smith displayed in creating his brand of single malt whiskies The Glenlivet. The Glenlivet spirit is one that Alvin, who together with his partner Christopher Long founded Azimuth – a homegrown premium luxury timepiece brand, has certainly demonstrated in growing his brand. Despite the odds of developing a name in an area that hadn’t previously been associated with Singapore, Alvin has transformed Azimuth into an internationally established brand which enjoys equal status with other high-end brands.

Alvin Lye speaking on receiving the honour.

Azimuth has grown to be an internationally recognised brand of luxury timepieces.

A window into time?

On receiving the honour, Alvin spoke of the value of time, which also is whisky’s most important ingredient: “I am honoured to be The Glenlivet Pioneer as I can identify with the pioneering spirit that drove George Smith to create his whisky. To guide Azimuth onto the path of success and recognition will take time and we have no plans to rush or take short cuts to success. We will strive to pursue a path of excellence and innovation in watchmaking and if it takes us years to perfect a new design, so be it. With time, perfection will follow”.

The Glenlivet is the biggest selling single malt in the US. Known as “the single malt that started it all”.

As The Glenlivet Pioneering Spirit Pioneer for 2012, Azimuth will also be supported by The Glenlivet in its activities through the year, one of which will be Azimuth’s Watch Appreciation Academy in Singapore for enthusiasts and collectors keen to learn about the intricacies of watchmaking. Another activity that is being planned for that The Glenlivet is supporting is Azimuth’s participation in Singapore Showcase – a National Day event to celebrate Singapore’s creativity and enterprise, featuring made-in-Singapore brands. More information on this will be available on The Glenlivet Pioneering Spirit Facebook at www.facebook.com/TheGlenlivetPioneeringSpirit. For more information about The Glenlivet Pioneering Spirit and the Singapore Pioneers, please visit www.theglenlivet.com.sg.

Sampling The Glenlivet XXV.


About The Glenlivet

The Glenlivet is the biggest selling single malt in the US. Known as ‘the single malt that started it all’ – The Glenlivet was the first licensed distillery in the parish of Glenlivet, established in 1824 and, in turn, defined the Speyside style of whisky which became the heartland of Scotch malt whisky production. The Glenlivet was the very first malt to be promoted in the US, as soon as Prohibition was lifted. A pioneering spirit, inspired by The Glenlivet founder, George Smith, runs through the history of The Glenlivet and is just as prevalent today – epitomised by the introduction of the unique French Oak Reserve, the award-winning The Glenlivet 18 Year Old and The Glenlivet 21 Year Old Archive and The Glenlivet Cellar Collection.


About Azimuth

Founded in 2004, Azimuth is a luxury watch manufacturer, focused on creating avant-garde designs for mechanical timepieces. Azimuth watches sport a variety of styles never before seen in the world of luxury horology, from racecar instrument panels to gaming tables to robots.

Azimuth is a luxury watch brand that manages the entire mechanical timepiece production from research, development and manufacturing, to retail, distribution and delivery worldwide. Azimuth’s foundational pillars that guide its watch-making philosophy are: avant-garde designs, mechanical complications, and Swiss-made quality. In June 2009, Azimuth established its exclusive atelier in Bienne, Switzerland, to research, model and assemble its watches.

Azimuth is distributed in Europe, North, South and Central Americas, the Middle East and Asia. In Asia, its distributorships are in Japan, Hong Kong, Singapore, Malaysia and Indonesia and soon to be in China. Azimuth also owns and manages its own Exclusive Boutiques in Singapore.

For more information, visit www.azimuthwatch.com. Join Azimuth on Facebook at www.facebook.com/azimuthwatch


Another view of the Flutes at the Fort.


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