SWISS QUALITY MALAYSIAN HERITAGE
Dr Ahmad Syahid — with his company Masa Horlogerie — manages to incorporate the DNA of his native land in every watch he makes
Viewing timepieces as a living mechanism, Dr Ahmad Syahid says: “It’s an extension of the wearer — another beating heart on the wrist.” The physician further perceives medicine and watchmaking as based on a similar philosophy in making multiple systems work as a synchronised, self-regulating unit to execute a purposed function.
A passion for timekeepers had him establishing Malaysia’s very first — and still only — watchmaking company, Masa Horlogerie, in 2015. Masa is a Bahasa word that translates into English as time.
Watchmaking is something the Malaysian surgeon wanted to do from the age of seven, when he began dissecting mechanical items, including his father’s automatic Seiko. Later, his mother supplied him with what he likes to refer to as cadaveric watches.
“I actually asked my parents if I could pursue a career as a watchmaker. But they didn’t agree, and so I studied medicine instead,” said Dr Ahmad. “But I never shut off my horological interest and had the opportunity to study watchmaking in Switzerland. There I also have many friends, most of them big names in the industry, who helped me build Masa Horlogerie over the past 10 years.”
The luxury timepieces are a marriage between Swiss fine-watchmaking and Malaysian national and cultural heritage.
Dr Ahmad initially designs the aesthetic and technical aspects of the watches himself, and they are then completely hand-manufactured at a workshop in Switzerland, according to the globally accepted standard of Swiss accreditation.
The debut collection boasts the Eight Petal Flower Songket — a Malaysian traditional motif symbolising “a beginning or birth”, whereas the Kerabat collection features a songket tapisserie-pattern dial and a Taming Sari dagger replica hand.
The Kerabat models premiered last November at “A Journey Through Time X”, an annual watch-and-jewellery showcase at Starhill Gallery shopping centre in Kuala Lumpur. The event also featured a demonstration of songket weaving, whose intricate pattern of gold or silver threads shimmers against cotton or silk.
“Malaysia has amazing traditional and cultural elements that we can incorporate into the design and development of watches under the ‘Heritage Horology’ concept,” he said. “But we do not limit our inspiration to traditional motifs. I personally would like to bring more exciting Malaysian elements into watchmaking, and one day, perhaps, the traditional gamelan music can be turned into a minute repeater.”
The physician-cum-horologist even dedicates his time to meticulously handetched motifs on cases of unique Artitus Edition watches ordered by exclusive clients.
“Performing surgery requires stable hands, and another important thing is focus,” he said. “I like to be alone listening to music or in complete silence when I focus on the hand-etching, which comes naturally to me without any stencil or pre-drawing.”
After clinic hours, the doctor executes craftsmanship as well as running the business.
“It works perfectly for me, since the time difference in Switzerland is six hours, and at night I can follow up on business matters with my colleagues over there,” he said. “Being a doctor, sleep is optional anyway, and a few hours are fine for me as long as it’s REM deep sleep.”
The niche luxury brand produces limited editions promoted through social media, particularly Instagram, as the main marketing platform. The watches are physically showcased at the Masa Horlogerie Gallery Of Horological Arts, located at the company headquarters.
“At the end of the day, we established Masa Horlogerie for Malaysia. We are nothing without our nation,” he said. “We like to spark the spirit of patriotism, leadership, a sense of belonging and appreciation towards our tradition and culture. And I believe these alone are more than enough to ignite the interest of the watchmaking world.”
The marketing strategy is to firstly target Malaysian watch enthusiasts, who may wear the limited editions overseas and attract people’s attention.
“They may be in New York,” Dr Ahmad said enthusiastically, “and have someone asking them, ‘What watch are you wearing?’, and proudly reply a Masa Horlogerie by our very own Malaysian watchmaking brand.”
We do not limit our inspiration to traditional motifs. I would like to bring more exciting elements into watchmaking. Perhaps the traditional gamelan music can be turned into a minute repeater