The father-and-son team behind Kee Hing Hung, one of Singapore’s most trusted luxury watch retailers, discuss legacy and the art of impeccable service
To any watch enthusiast, Max and Tron How appear to have the dream occupation. After all, they are the second and third-generation custodians, respectively, of Kee Hing Hung, a 55-year-old luxury watch boutique at the heart of Singapore’s business district that exclusively retails Rolex and Tudor—two of the world’s most coveted watch brands.
As managing director of Kee Hing Hung, Max sees himself as not only the steward of a proud family legacy, but also a guardian of the esteemed brands his company represents. While watch aficionados may view his role with envy—a sentiment he fully understands—Max is quick to emphasise that it takes years of dedication, hard-earned expertise, and an unwavering commitment to excellence to uphold the exacting standards of service and knowledge that Kee Hing Hung’s clientele have come to value and expect.
Tron, who has spent the past five years immersed in the business, knows first-hand that the pursuit of perfection in this industry is nothing short of relentless. Beyond the responsibility of maintaining the same lofty standards that have earned the company its reputation as one of Singapore’s most trusted names in luxury horology, there is also the imperative to engage a new generation of watch connoisseurs—a challenge that, with his father’s guidance, he is embracing with relish.
What does the concept of time mean to you?
Max: Time is legacy. It is a collection of moments, decisions, and values passed from one generation to the next.
Tron: Time represents the journey we experience throughout our lives. It is inherently personal and relative. Time spent with the right people has the power to fill us emotionally, creating memories that we hold dear and reflect upon as we grow older, wishing we could relive those moments.
Who has been your biggest professional inspiration?
Max: My father, How Ting Hai. He started Kee Hing Hung from humble beginnings in the 1960s. Everything I’ve learnt about hard work, integrity, and the value of relationships in business came from him. He treated every customer like family and that mindset has shaped our identity till today.
What is the most important lesson that you have learnt from being in luxury watch retail?
Max: Trust is everything. And this trust needs to be earned by being authentic and consistent, and by earnestly listening to our customers.
Tron: Humility and knowledge are essential. People who demonstrate humility naturally build strong connections because others feel an inherent trust and affinity towards them. This makes interactions meaningful and genuine. Being well-informed is just as important. The ability to stay updated with trends, knowledge, and the ever-changing landscape ensures that you’re always prepared to offer the right insights and advice.
What do you enjoy most about guiding someone through the watch-buying process?
Max: Seeing their face light up when they try on their dream watch. There is something magical about witnessing the moment when the customer knows that he has found the right watch, whether it is a companion for life’s milestones, a priceless gift for a loved one, or a treasured addition to his collection.
Tron: My favourite part is the moment when I hand a watch over to its new owner. I love seeing them smile and hearing them enthuse about how much they love it.
What advice would you give someone who is buying his first luxury watch?
Max: Don’t rush into it. Take your time to explore different models, appreciate the stories behind them, and think about what fits your lifestyle best. A good watch should reflect who you are and be something you should be proud to pass on to the next generation.
What qualities do you look for in a luxury watch?
Max: Timeless design, precise craftsmanship, and heritage. A luxury watch should have character; it should be something that tells your story and stands the test of time both aesthetically and mechanically.
Tron: I value practicality and simplicity in a watch. Something timeless that not only serves its purpose but also reflects my personal style.
What’s a common misconception people have about the luxury watch industry?
Max: That owning a luxury watch is only about flaunting one’s status. Many collectors are deeply passionate about horology and craftsmanship. A fine watch often holds more emotional value than monetary rewards.
What do you think the younger generation want from the luxury retail experience?
Tron: What we value most in a luxury retail experience is something that is immersive, personal, and emotionally engaging. It is not just about the purchase—it’s about the feeling we get when we walk into the store. We want to feel a sense of belonging. The atmosphere should reflect the brand’s identity, while being welcoming and authentic.
This story first appeared in the October 2025 issue. Purchase it as a print or digital copy, or consider subscribing to us here
