Singer Reimagined - History, Models and Owners' Reviews

Singer Reimagined, founded in 2017 in Geneva (Switzerland) by designer Marco Borraccino and Rob Dickinson (Singer Vehicle Design), is dedicated to “reimagining” chronography: centralised chronograph reading with a three-dimensional architecture developed with Agenhor (Jean-Marc Wiederrecht). The brand targets enthusiasts who want a chronograph designed first for measurement, then for display, with styling inspired by 1960s–70s stopwatches.

Central AgenGraphe chronograph and “peripheral” time

At the core lies the AgenGraphe: hours, minutes and seconds of the chronograph are central for instant reading, while civil time moves to the periphery (rings) — an inversion of priorities that amplifies the chrono’s primary purpose; this staging puts interval timing front and centre while making the display more intuitive. The concept earned the 2018 GPHG Chronograph Watch Prize (for the Singer Reimagined Track1 Hong Kong Edition).

Track1, Flytrack, 1969: three paths to the same idea

The line-up scales the concept by use case (full chrono, one-minute on demand, slimmer format); each family expresses the same readability creed through different devices:

• Singer Reimagined Track1 — full centre-read chronograph with peripheral civil time; multiple editions (Geneva, Hong Kong, Flamboyant Red…).
• Singer Reimagined Flytrack — a one-minute “tool” for instant zero/stop/re-start timing (Tachymeter, Pulsometer, Telemeter, later the Singer Reimagined Flytrack Barista).
• Singer Reimagined 1969 Chronograph — 40 mm case with the AGH 6365 evolution of AgenGraphe; revised indications for crisper legibility and easier wear.

These families share a vocabulary rooted in workshop stopwatches (typefaces, colours, scales) and an operational ergonomics for real-world use; the main difference is your desired “tool” immersion, from the most demonstrative Track1 to the more compact 1969.

Sixties–seventies styling and stopwatch-grade ergonomics

The design references pit-lane instruments (racing counters, high contrast, flush pushers) without resorting to pastiche: clean volumes serve the eye — legible dials, useful markings, functional scales — so information is found at a glance. The DNA stems from the “Singer” ethos (reinterpret icons rather than replicate them), while construction (sapphires, cases, bracelets) follows a modern comfort-driven approach.

Independent high chronography and selective reach

Singer Reimagined remains an independent outfit based in Carouge/Geneva, with measured production and sales via a chosen network and the e-shop; pricing varies by series and materials (e.g., the Singer Reimagined Flytrack Barista at about CHF 25,500 in 2022), with other brackets not disclosed. Finishing, warranty and service are centralised in Switzerland (official contact details published).

Conclusion

Singer Reimagined is for those who think “chrono first”: Track1 if you want the most immediate centre read, Flytrack for quick one-minute timings, and 1969 for a slimmer format without losing mechanical substance. The signature is clear — 60s–70s inspiration, tool-grade ergonomics, and chronograph staging. To decide, weigh use case (sport, professional, daily) and on-wrist comfort, then validate with Dialicious customer reviews.

(Updated August 2025)