Editor’s Note:

Chronograph.com launched in 1996 — at the dawn of the Internet era. It took remarkable foresight for owner Wee Wah Lee to realize online shopping would be the way of the future and to register the domain name “Chronograph.com.” Thousands of Internet businesses have come and gone; that Chronograph.com is still going strong is a testament to its outstanding customer service, and impressive selection of Japanese watches. GMT+9 is proud to present this interview with Mr. Lee, one in our ongoing series chronicling key members of the Japanese watch community. Enjoy!

Where is Chronograph.com located?

We are located in Singapore.

Do you have a “brick and mortar” store, or only a “virtual store”?

At the moment Chronograph.com is a ‘virtual store’ no bricks or mortar. That was a huge breakaway from the 28 years I did spend running a family owned ‘brick and mortar’ retail outlet. In the first few years of Chronograph.com (1996–2003) we operated from a retail store in Lucky Plaza, Orchard Road (started in 1978). Due to the long hours and workload I decided to take the work home. It’s now operating from the 3rd floor of my home office.

You started Chronograph.com in May 1996. Many people hadn’t yet started using the Internet then! When/how did you realize so early that the Internet was going to be so important for your business?

I’ve been having fun with computers since the days of Apple II (around 1978) and was going online via dial-up to BBS (bulletin board system ) so when Internet access was available to the public in 1996 in Singapore I saw the huge potential of this medium. Through the years of retail exposure to the tourist business I learned much about their buying habits and general preferences. Being an authorized Rolex retailer taught me the importance of trust, where not everything is written in black and white.

Do you remember the first watch you sold online?

We actually had 2 Seiko watches listed online when we started. The SKX427 which sold for US$75 was later discontinued and the SDWC31P1 with the 7T32 chronograph movement also discontinued.

What do you remember about the earliest days of your Internet sales?

Yes, those were interesting times where payment were made via bank transfers, Western Union and personal cheques. Trust was an issue as our customers don’t know us from crooks. Fortunately selling Seiko watches are a lot easier than high value Swiss watches online. When the first locally established payment gateway started we jumped in with them and started accepting credit card payments. Business online became easier. Unfortunately the payment gateway folded up after a few months in operation due to massive fraud charge-backs. We switched to WorldPay.

How long have you been in the watch business? Was your family (father or relatives) also in the watch business?

My father migrated from Hainan, China during the war years in the 1940s and started the watch business. He sold mainly to the merchant ships that ply through Singapore. Being a free port, watches were tax free and seafarers soon made good profit back home. That form of business grew for about 20+ years before the switch to retailing. I joined the business in mid-’70s as an apprentice. Help out in the watch repair section which was my favorite area of the shop. In 1978 we opened a branch and I managed it till 2003 when I decided working from home and online would free me from the family business and gives me more time for golf.

You specialize in selling Japanese watches. Why do you specialize in Japanese watches?

Unlike retail business, selling online is like sending the Viking probe into deep space. The watch must not fail and over the years I have depended and trusted Japanese manufacture. Affordability and value are major factors too.

Chronograph.com is the best place on the Web to buy Seiko watch parts, like replacement bezels for divers watches, Seiko watch movements, crystals, straps, and bracelets. How are you able to offer these? Do you have a special relationship with Seiko?

Getting these parts are difficult if not impossible. We buy from various suppliers worldwide, as always many parts are hardly available due to the short production cycle. Take for example the Seiko SKX171, we created these parts from one watch. Unfortunately now have more than 50 unsold steel watch cases due to this service.

Chronograph.com is also one of the best places to find “new old stock” (NOS) Seiko watches. You source hard-to-find, brand new, discontinued watches from time-to-time. How do you find these?

I do buy directly from retailers whenever I can when certain models are sold out. That translate to higher cost price for us which is inevitable.

What is the most popular watch (model) you sell?

The SKX007 is still our top seller.

What are the top three countries you sell watches to?

In the earlier years it was the USA, UK and various EU countries but due to the recent weakness of the US dollar the top three are all European countries. (Germany, U.K, France.)

Your photographs are excellent. Who takes your photographs?

Thank you, I took them. My main consideration is the size of the pictures. Sharp but yet no more than 30K bytes for the thumbnail size pictures and less than 100k bytes for the full size ones. Having to load a page of 15 to 50 pictures for a non broadband user would take a while. That would have driven some potential customers away.

What watch do you wear every day?

The favorite Seiko that I wear everyday is the Seiko Prospex perpetual calendar in titanium (pictured above, but with a black NATO strap). A watch for me now has to be reliable and accurate, not bling nor delicate. Pure utility.

Do you remember your first watch?

Yes, that was a Swiss made Titoni automatic lady’s watch my father gave me when I was 10. Don’t quite remember what happened to it …

Your name is “Wee Wah Lee.” What is your first name, and what is your family name? Do you have a “Chinese name”? (Sorry if this question is rude.)

The first name is ‘Wee Wah’ (in Chinese) and the family name is ‘Lee’. Nothing rude about asking — but must apologize for not able to write it in Chinese.

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This entry was posted on Sunday, June 1st, 2008 at 3:18 pm and is filed under Interviews. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.