Singer Reimagined: An Interview with Marco Borraccino on the Flytrack and Brand Origins

Singer Reimagined has quickly become a name that resonates with both haute horlogerie enthusiasts and automotive aficionados. Though the brand is relatively new to the watch scene, it has cultivated a dedicated following that bridges the gap between petrol heads and watch collectors. The introduction of the Flytrack, a more accessible sibling to the acclaimed Track 1, has further solidified its reputation. In a recent podcast episode, we had the opportunity to sit down with Marco Borraccino, the creative force behind Singer Reimagined, to discuss his path, the brand's origins, and the philosophy driving its timepieces.

From Italian Roots to Watch Design

Marco Borraccino's journey into watchmaking is as unconventional as it is inspiring. Growing up in Italy, he was surrounded by modern design, thanks to a family of art collectors and enthusiasts. This early exposure to aesthetics and craftsmanship left a lasting impression. Initially, Marco aspired to become a car designer, a dream shared by many young Italians with a passion for automobiles. However, fate had a different plan. While his love for cars remained, he discovered a deeper calling in watch design.

After attending design school, Marco found himself at the right place at the right time. He became the very first designer at Panerai, a brand that would later take the watch world by storm. His contributions during those formative years were instrumental in shaping Panerai's iconic identity. Yet, despite the success, Marco felt the urge to explore new horizons. He eventually left Panerai and moved to Geneva, a decision that would prove pivotal in his career.

The Geneva Turning Point

Arriving in Geneva, Marco initially took a corporate job, but it didn't take long for him to realize that his passion for watches could not be suppressed. Within weeks, he quit his position, determined to establish his own design studio. This was a bold move, especially given his limited experience beyond Panerai and his lack of French language skills. Nevertheless, Marco's determination and talent attracted clients, and his studio began to flourish.

In addition to running his studio, Marco started teaching watch design in Geneva. This role allowed him to connect with key figures in the industry, expanding his network and deepening his understanding of horology. Despite his professional success, a lingering desire remained: to create something truly his own, a project that merged his dual passions for watches and cars.

The Birth of Singer Reimagined

Through a stroke of luck, Marco got in touch with Rob Dickinson, the founder of Singer Vehicle Design, a company celebrated for its bespoke Porsche restorations. The two quickly discovered a shared vision and complementary skills. Rob's inspiration and support, combined with Marco's design expertise, laid the groundwork for Singer Reimagined. However, a crucial element was missing: a movement that could bring their ambitious ideas to life.

Fortune smiled upon Marco once again when he presented his concept to Jean-Marc Wiederrecht of Agenhor, a renowned Geneva-based movement specialist. Wiederrecht had been working on a secret project for years, and it turned out to be the perfect match for Singer Reimagined's needs. With this collaboration, the brand was ready to launch its first model, the Track 1, which was met with critical acclaim and commercial success.

The Flytrack: A New Chapter

The Flytrack represents the next step in Singer Reimagined's evolution. While it shares visual cues with the Track 1, it is designed to be simpler and more accessible, without compromising on the fun and innovation that define the brand. The watch features a flyback chronograph, a complication that allows the chronograph hand to be reset instantly with a single push of the button, making it ideal for timing laps or other sequential events.

Marco and Balazs discussed the inspiration behind the Flytrack, its positioning in the market, and what the future holds for Singer Reimagined. The brand's commitment to creativity and willingness to push boundaries is evident in every aspect of the Flytrack, from its design to its technical execution. The collaboration between Marco, Rob, and Jean-Marc continues to yield remarkable results, and the Flytrack is a testament to their shared vision.

Looking Ahead

As Singer Reimagined continues to grow, its founders remain driven by a passion for design, mechanics, and the emotional connection between people and their timepieces. Marco's journey from a young Italian design enthusiast to a key figure in modern watchmaking is a story of perseverance, luck, and unwavering dedication. The brand's success serves as an inspiration to aspiring designers and watchmakers alike, proving that with the right blend of talent and determination, anything is possible.

For those who have yet to discover Singer Reimagined, the Flytrack offers an excellent entry point. It embodies the brand's ethos of combining haute horlogerie with automotive-inspired aesthetics, creating timepieces that are as functional as they are beautiful. Whether you're a seasoned collector or a newcomer to the world of luxury watches, Singer Reimagined's offerings are sure to captivate and inspire.