Crystal Time's Pamela Tan proves the world of horology is not just a boy’s club

A piece from NATbyJ’s Dream collection.

The world of horology has traditionally been male-dominated but the dial has certainly shifted over time.

Many women now hold key positions in watch companies, keeping global brands and dealerships alike thriving in today’s competitive luxury goods market with their bold new ideas and innovations.

One of them is Crystal Time (M) Sdn Bhd senior brand manager Pamela Tan, the third generation of a family of reputable watch traders.

Pamela (right) and her mother Jennifer wearing watches from their in-house brand, NATbyJ.The 37-year-old is instrumental in the company’s operations across Malaysia and Singapore, identifying trends as well as introducing new technologies and methodologies to capitalise on it.

“What’s interesting about the watch business is that it’s an industry that keeps evolving and changing. You need to adapt quickly and face new challenges,” says Pamela, who previously worked in marketing in the fast-moving consumer goods (FMCG) industry and knows first-hand how technology makes everything easier and businesses scalable.

She tries to implement such tools in the family business wherever possible, embracing digital marketing and e-commerce platforms to sell their timepieces.

She also sees herself as a teacher or mentor to some of the company’s younger generation of employees while enjoying the constant, two-way learning process.

“From them, I get a better understanding of the trends that can help us stay relevant to the industry and younger consumer market.

“Conversely, I share with them my experiences and fundamental thought processes that can help shape their career paths,” Pamela continues.

The 3124M from Luminox’s Pacific Diver Ripple series, with a light blue strap.

Such organisational dynamics would have been unimaginable to her grandfather Tan Sin Hai who started selling wristwatches in the early 1950s when demand skyrocketed in the aftermath of the Second World War.

“There was a supply shortage but he was able to procure pieces from Switzerland and Hong Kong, and sold them to retailers across what was then Malaya, North Borneo and Singapore.

“He was able to establish a network of customers not just in big cities like Kuala Lumpur and Penang, but also in many smaller towns. It was good business,” Pamela shares.

Sin Hai’s son and Pamela’s father, S.K. Tan, joined the business in the 1970s, formally establishing Crystal Time in Malaysia and Singapore in 1978.

They set up a factory n the island republic assembling both watch movements and complete watches which were then sold to retailers in both countries as well as Indonesia and Hong Kong.

In Malaysia, such retailers were commonly found along a city’s main shopping thoroughfare, such as Jalan Tuanku Abdul Rahman (formerly known as Batu Road) in Kuala Lumpur or Penang Road in Penang. Many also sold jewellery and customers would go from one to another on foot.

Pamela points out, “They were mostly non-air-conditioned and you probably wouldn’t enjoy the same levels of comfort that is the norm today.

“The emergence of shopping malls changed everything. Shops became more sophisticated and better designed.

“Watch retailers now continually upgrade their stores to attract more customers and provide them with ever better shopping experiences.”

One of the biggest paradigm shifts in the watch industry came in the late 1970s when demand for quartz movements and watches swiftly overtook demand for mechanical timepieces.

They were cheaper and easier to produce, giving manufacturers better economies of scale.

As production costs came down, brands could focus their energies on design and aesthetics. This translated to wider and more affordable choices for the mass market.

NATbyJ’s First Love collection exudes a sense of romance.

By the 1990s, Chinese manufacturers had gained a foothold on the production sector. Crystal Time decided to cease its own production lines, as it was more cost-effective to outsource needs directly to OEM factories in China.

They instead focused on their core strengths of marketing and distribution, even acquiring exclusive, regional distribution rights for several well-known international watch brands.“We pride ourselves not just as traders but as brand builders. My father tapped into his many years of experience as a marketing man.

“He poured a lot of resources into advertising in print media, television and cinema, as those were the most effective channels of reaching consumers then.

“My mother, Jennifer Tan, helped to build our network of retailers. Together with a strong sales force, we were able to sell our products to traditional watch shops and department stores alike.

“Today, I’m benefitting from their experience and applying and adapting what I’ve learnt, to changing circumstances and evolving with the times,” says Pamela.

She has fond memories accompanying her parents to meet suppliers in Switzerland during her university days. This allowed her to build up her social skills in a more formal setting.

One particular instance at the Basel Watch Fair stood out. She was awed by the displays presented by major brands and found it an eye-opener from a marketing perspective.

“My parents also used to organise numerous watch events for collectors and enthusiasts. These taught me that watch collecting is not only about appreciating the luxury pieces, but also understanding the beauty of more affordable ones.

The pastel hues of this piece from NATbyJ’s Freedom collection will stand out on any wrist.

“Watches across different segments all have their own appeal,” she opines.

On her personal preference, she sees watches as a reflection of her personality and the activities she does.

“If I am travelling and moving around a lot, I prefer wearing my Luminox watch because it is easy to read the time due to its large face and carbonox lightweight material. The gas tubes on the watch also make it easy to read time

“I also have a small collection of independent mechanical watches from brands that we distributed, to remind me of my family’s legacy in the watch industry and also serve as a good talking point at gatherings due to their unique features.

“I like vintage watches as I think it is very elegant for formal events,” she adds.

The aforementioned quartz revolution made timepieces more affordable and enabled consumers to purchase more than one watch in a year to suit different occasions.

Rather than a luxury possession or an instrument to tell the time, watches have become a lifestyle accessory.

But that is not to say mechanical watches have become obsolete. Quite the contrary, as mechanical timepieces – particularly automatic ones – continue to command strong demand, especially in the high-end sector.

The simple lines of NATbyJ’s Unpretentious collection make the watches truly timeless.

Demand for good automatic movements often outstrip supply and new launches frequently sell out quickly.

One facilitator of that in recent times has been online shopping. Not only has it changed the way people buy things, it also allows businesses to expand their reach beyond geographical boundaries.

“We recognised this trend some years back and have been building up our online capacity and presence even before the Covid-19 pandemic.

“We also work closely with retailers who have online portals, to enhance their sales. During the lockdowns, this strategy was instrumental in allowing us to stay on course.

“Today, online shopping remains a major channel of distribution for us,” says Pamela.

Still, the key to Crystal Time’s longevity is having a work culture that revolves around integrity, hardwork, teamwork and responsibility.

“A company is made up of people and I strongly believe that these characteristics are key for any company to weather storms and function efficiently,” she says.

Crystal Time (M) Sdn Bhd senior brand manager Pamela Tan (right) and her mother Jennifer Tan modelling their in-house NATbyJ range of watches. (June 10, 2023) - Photos courtesy of Crystal Time

When asked what was the best advice she ever got, Pamela shares: “Do not be afraid of working hard.”

“My mother epitomises this. She’s a woman who’s not afraid to get hands dirty and go through any difficulty,” says Pamela.

“As long as you’re not afraid of working hard, you can accomplish anything in life,” she declares.

Crystal Time currently has a different line-up of brands for the Malaysian and Singaporean markets, but those they distribute exclusively across both countries are Luminox, Claude Bernard and Edox.

It has also started developing its own line of watches called NATbyJ, which is inspired by the family’s heritage in the watch industry as well as Pamela’s own taste and preferences from childhood to adulthood.

She describes it as a collection of watches built out of love for family and friends.

“I believe that every woman should have a watch that reflects her personality and can dress for different occasions,” she says.