About three quarters of Singapore is a no-fly-zone. That means people who fly their drones here without applying for a permit would get fined heavily and may even go to jail. 

At the same time, empty fields or other available places are often being replaced by housing or other development.

All this paired with the high cost of drone equipment as well as the steep learning curve, the barrier to start drone-flying in Singapore is huge.

The activity becomes less and less approachable to the regular person, drones get shelved, and the number of active recreational drone pilots remains low. 

A company that seeks to address this gap is FPV (First Person View) Drone videos and photography specialists, ThrottleUp Creation (ThrottleUp).

Throttling into the industry

Deciding that he had worked enough as a business consultant, Tong (also known as Pilot Tong) decided to look for something fun and challenging to do. He ended up finding his answer in drones, obtaining his Unmanned Aircraft Pilot Licence (UAPL) before delving into FPV drones.

“I was shocked that as a licensed drone pilot I was not able to fly a FPV drone. I would crash immediately after taking off,” he recalled. “I set my mind to tame this beast and I was determine to learn flying FPV.”

After mastering the skill, Tong has been focused on FPV filming and coaching.

“I feel that in our modern world drone piloting is a life skill, just like cycling and driving,” he said. “It can be more than a hobby, a special identity as a FPV pilot, a career, and it can also save lives.”

Aside from coaching and FPV photography and videography, ThrottleUp also has offerings including The Cage (a mobile enclosure for experiential drone-flying), Drone Tours, and the Flight Club.

All these serve to let the team create more opportunities for drone-flying, given Singapore’s limited airspace. 

“Drone has been promoted by corporates and the government as the future. It is included as part of the smart nation strategy. Yet there are fewer and fewer places where the public can fly drones for recreation,” Tong pointed out.

“We hope with our initiatives we can curate more conducive places for drone-flying and gather a community of aspiring drone pilots.”

Welcome to the flight club

After curating places suitable for drone-flying, ThrottleUp launched Flight Club for drone pilots to come together as a motivation to fly more.

“We become better pilots when flying with others whom we can learn from,” Tong said.

While there other casual hobby groups who gather a few people to fly in the country, Flight Club seems to go the extra mile. They tend to provide more conducive places, such as places with toilets, shelter, electricity for charging, setting up drone gates for racing practice, a drone racing timing system, and more.

Tong added, “We also try to make arrangements to fly at exclusive places, so that we don’t need to worry about kids running into our flight path, Karens who will call the police on us, or crashing into someone walking their dogs, which are something we need to take care [with] when flying at public open fields.”

No licence or permit is needed to join them for recreational flying, as it’s not a legal requirement by CAAS (Civil Aviation Authority of Singapore).  

But of course, the Flight Club does have some criteria. For new members, they will need to pass a basic online test, and a practical assessment to ensure they can safely and legally operate their drones. 

“We will assess their competency and aptitude for safe operation, otherwise they will not be allowed to fly,” Tong explained.

And those who need help to improve their piloting skills can attend ThrottleUp’s courses, of course.

Members will need to own to fly their own drones too, which teaches them how to care for their own equipment—a requirement for being a drone pilot, Tong said.

Given all the no-fly zones in Singapore, one of the biggest challenges for Flight Club is finding conducive places to fly. As such, the team has made arrangements with a school to have exclusive usage of their space for flying sessions.

“We hope to have more of such partnerships who are supportive in growing the air-sports scene in Singapore,” Tong shared.

Flying into the tourism industry

Although the flight club just started this year, they already have about 50 members.

The registration fee to join Flight Club is S$240 per year. Flying meetups for these members go for S$50 for adults and S$25 for children (aged 12 and below).

Something else that ThrottleUp has been offering is drone tours, not just in Singapore but to countries like Japan and possibly Switzerland down the road. Tong believes ThrottleUp is probably a pioneer in terms of drone tours in the country.

“The concept is not new; it is similar to photography tour where people go around nice places to take photos. For us, we are flying the cameras,” he explained.

However, in addition to finding nice scenic places for the tour, the team also has to go through paperwork for permits and registrations to make sure the participants don’t break any laws when flying drones overseas. 

Developing the industry

Tong’s vision for ThrottleUp is to expand their business overseas by establishing franchises with business partners.

But overall, the core motivator seems to be to develop Singapore’s drone scene, evident through all the coaching services that the company provides. They’ve even collaborated with local institutes of higher learning to offer drone piloting and FPV courses to nurture new pilots.

“We are exploring opportunities with government agencies on future-oriented pedagogies in the Training and Adult Education ecosystem for the UAV industry,” he said.

They’ve already engaged with local and overseas research institutions, such as SIT and Yale University, in various R&D projects, including for biodiversity studies and wireless technologies. 

From construction to surveillance, it’s clear that the application of drones is increasing across many industries.

And starting with creative and recreational offerings, it seems that ThrottleUp is one of the players at the centre of this growing landscape.  

• Learn more about ThrottleUp Creations here.
• Read other articles we’ve written about startups here.

Featured Image Credit: ThrottleUp

It was only supposed to a be a six-month project. So, how did it end up becoming a permanent fixture in Orchard Central?

We’re referring to Baker X, an initiative by Far East Organization that aims to support baking entrepreneurs.

“Recognising their role in our communities and economy, we were inspired to create an innovative platform for these entrepreneurs,” said Deborah Tan, the Director of Retail Business Group of Far East Organization.

Initially planned to start in December 2021 and end in June 2022, Baker X is like a café—except the brand and offerings change every month or so.

Essentially, Baker X is a sandbox for home bakers. It allows them to trial their business in a retail setting, giving them a taste of what a physical store’s operations are like before they actually scale into full-fledged outlets.

This project was especially timely then. The pandemic was still raging on, which meant more uncertainties and risks.

But, to meet the strong demand from home bakers, Far East Organization decided to extend Baker X’s lifespan.

Now that we know how Baker X came to be, here’s how it works.

Helping home bakers rise  

What makes Baker X a particularly great opportunity for home bakers is the fact that they do not charge any rental fees.

Rather, entrepreneurs only need to cover their own ingredients and packaging expenses. And yes, they retain 100% of the sales proceeds.

“Operating within a fully equipped baking studio and cafe at the buzzing Orchard Central mall along Orchard Road, this initiative provides a risk-free environment for home-bakers to test their concepts before growing their ventures,” Deborah further explained.

The provisions at Baker X include all fittings, as well as the following appliances:

• V-Zug oven (2)
• V-Zug full size fridge (2)
• V-Zug full size freezer
• V-Zug dishwasher
• KitchenAid mixers (2)
• Toaster
• Microwave
• Food blender
• Cake display chiller
• Furniture
• Ice-maker
• Undercounter fridge and freezer

Aside from the kitchen equipment, the space also features a TV and a photo wall.

To meet the overwhelming consumer response, the seats were increased from their original capacity of 11 to 20.

A recipe for success

But those are just the tangible offerings at the location itself. Far East Organization further aids businesses by planning and coordinating various advertising and media initiatives to drive awareness and publicity for the bakers.

According to Deborah, this includes designing and installing their logos and menu board, quarterly media tasting engagements, media drops and live radio interviews, advertisements within Orchard Central, and social media and newsletter campaigns.

The organisation also handle maintenance, utilities, as well as the necessary permits and insurance costs.

In return, bakers must commit to operating at least five days a week, according to the operating hours that they have decided. They must also maintain hygiene and space cleanliness, and contribute to media and marketing initiatives facilitated by Far East Organization.

Bakers retain autonomy over their own menu offerings, business models, and day-to-day operations, empowering them to experiment and refine their concepts.

“To ensure the bakers do well, Far East Organization invited Tea Ideas to be the complementary beverage partner for Baker X, to serve drinks as patrons dine on the baked goods in the café,” Deborah added.

Founded in 2012, Tea Ideas is a social enterprise that employs the elderly and renal patients. It specialises in antioxidant teas, packaged in tea wands.

Baking the cut

Ultimately, Baker X offers a win-win situation for the bakers as well as shoppers of Orchard Central.

“We encourage the entry of new brands to our malls so that we can provide our shoppers with more choices, promote greater diversity and enhance the retail ecosystem in Singapore,” Deborah pointed out.

Given the benefits, it makes sense that many home bakers have expressed interest in participating. According to Deborah, since the inception of Baker X, they have received over 150 applications.

“Out of the 28 home bakers who have completed residencies at Baker X, seven have successfully transitioned into physical stores, citing their experience at Baker X as instrumental in their scaling-up journey,” Deborah shared.

Bakers are carefully selected based on their ability to offer unique baked treats that are visually appealing and demonstrate market demand.

With quite the long waiting list now, Baker X is unable to consider extended residencies or returning ones, so as to give other bakers the opportunity.

In fact, Baker X is already fully lined-up for 2024. But bakers who are interested in participating down the road can express their interest through an online form.

Spreading the love

At Vulcan Post, we’ve featured a number of home-based entrepreneurs, so we know how valuable a sandbox like Baker X is to help them learn and grow.

It’s especially inspiring to see a company like Far East Organization pursue this concept, supporting more small local entrepreneurs in their journeys.  

And it seems like they’re planning to take this one step further.

“Building on the success of Baker X, we have received suggestions from the public to expand this initiative into other retail categories to offer greater opportunities for aspiring entrepreneurs,” Deborah shared.

With this, Far East Organization’s Retail Business Group is gearing up to unveil a spin-off project of Baker X, tailored for home chefs in April 2024. We’re sure this exciting new chapter will provide many more budding F&B entrepreneurs the launch pad they need to succeed.

• Learn more about Baker X here.
• Read other articles we’ve written about F&B businesses here.

Featured Image Credit: Bakes by Ben / Baker X

While somewhat niche, tabletop roleplaying games (TTRPG) have continued to have a lasting grip on pop culture. From the 2023 movie Dungeons & Dragons: Honour Among Thieves, to popular game shows like Dropout’s Dimension 20 and Critical Role, there’s clearly a sizeable market who play these games.

And a crucial part of these games are the dice.

Compared to your usual six-face dice, tabletop games’ dice can go up to 20 faces, making them rather specialised. And with this specialisation comes many artisanal and custom options in the market.  

Among these is Sambal & Mages, a Singaporean brand that’s putting its own local twist to their dice.

Coming together as a ragtag group of D&D lovers

Behind Sambal & Mages is a group of four—Amanda Tam, Iffah Rakinah, Wan Nur Fadhillah, and Yvonne Lee. Fittingly, they met through a Dungeons & Dragons (D&D) campaign.  

“Our buy-ins to the game were all slightly different, but it can be summarised by general geekdom,” the Sambal & Mages team explained.

For those who have never played, D&D is a highly customisable game, not just from a gameplay standpoint but also the game accessories that come with it.

“Being a game that has been around for so long, there are plenty of artisanal accessories available on the market, especially dice,” they said. “Players cherish their dice and will go to large extents to get sets that they feel represent their different characters.”

Mid-2021, Yvonne and Iffah thought of creating their own dice for Amanda and Wan’s birthdays.

They turned to online tutorials, but ended up essentially learning from scratch. This was because they couldn’t find anyone in Singapore, or Southeast Asia, really making artisanal dice.

Realising a gap in the market for artisan dice in the region, they decided to start Sambal & Mages.

Most dice-makers are based in the Western hemisphere, resulting in exorbitant shipping fees. And beyond offering a more economical option, they also wanted to put a local spin to their offering.

“The dice and our brand became a medium for sharing with D&D’s predominantly Caucasian community what we had to offer,” they explained.

“From dice inspired by Singapore’s fishing village history to coming up with prompts for Hari Raya-related D&D adventures, we knew that the space we were occupying could pave the way for even more Southeast Asian representation in D&D.”

Throwing the dice

As far as they’re aware, Sambal & Mages is Singapore’s first handmade dice maker.

They started out by bootstrapping, but later met a fellow D&D player who believed in their mission, and generously provided them a bit of startup capital.

Looking at the resin dice, you might think the process is relatively simplistic—at least I did. But I was sorely mistaken.

“Making dice isn’t like those hobby resin projects you see online,” the team said. “The 3D nature of dice required a whole different approach, and different moulds to boot. We couldn’t just pour resin into an open mould and leave it to cure. “

Instead of using a generic set of moulds bought online, they created masters to cast their unique dice. And after that, they had to battle with Singapore’s humidity to ensure the dice cured properly. 

“Typically, the entire process from start to finish takes about a week or so, depending on whether or not the resin decides to behave during the curing process,” they said.

Unable to find a pressure pot in Singapore, they ended up making one, sourcing components like valves and compressors one by one. Pressure pots are used to remove air bubbles in resin, leading to a clear result.

Balance and accuracy must also be considered to ensure the dice roll fair. For one, they must make sure the sanding and polishing is done evenly.

Sambal & Mages’ handmade dice sets go for S$150, while a single 50mm D20 die is S$80.

“The profit margins are unfortunately not very high seeing that our materials and resources are expensive to begin with,” they opened up.

However, the team struggles with increasing price points as accessibility and affordability are important to them.

Finding and fostering a global community

“The TTRPG community in Singapore is small but strong,” Sambal & Mages shared. “Just like the different races and classes in D&D, it’s also very, very diverse.”

Sambal & Mages further taps into this community at in-person events like SG Comic Con.

“As a ballpark, we see around 250% more profit at the con than any launch we would have done online,” they said.

Interestingly, team has received a lot of the demand and support not just locally, but from around the world.

As the community grows, though, so might competition. While Sambal & Mages claims to be the first artisan dice maker locally, they may very well not be the last.  

The team said that there are a few suppliers locally that offer factory-made dice, but when it comes to having a premium, artisanal product at the game table, they are the go-to brand.

“On a global level, with heaps of dice makers around the world, we offer the Southeast Asian perspective to the D&D universe,” they expressed. “We offer our grandmother’s stories, the flavours at our dinner table, and the colours on our streets.”

A one-stop hobby shop

Starting with dice, Sambal & Mages has now expanded to more offerings including earrings, necklaces, stickers, T-shirts, and more.

These expansions arose out of demand from friends and followers of the brand.

“Dice are really the ‘main character’ at the table when it comes to TTRPG, but there are so many products that a player can have that enriches their game for them,” the team said.

Going forward, the team is considering the possibility of becoming a one-stop shop for adventurers everywhere looking for a Southeast Asian spin on their TTRPG experience.

They elaborated, “This could extend beyond physical products into something like lore-writing, where we expand the D&D universe as we know it to include references from the region and offer a taste of what actual dungeons and mythical dragons look like on this side of the world.”

However, obstacles that stand in their way are time and energy—or the lack thereof.  

“Our main challenge so far has been to avoid burnout honestly. We’re in very rigorous industries outside of Sambal & Mages so it can be tough trying to find balance between paying the bills, working on what we love, and sleep.”

Still, the team persists, believing in the vision of Sambal & Mages. As the business grows, they might just be able to turn it into their full-time commitments.  

• Learn more about Sambal & Mages here.
• Read other articles we’ve written about Singaporean startups here.

Featured Image Credit: Sambal & Mages

After 25 years in the mattress industry, Stefan Magnus decided to confront an issue he noticed in the market.

With many brands emphasising on visual aesthetics rather than quality, beds were becoming larger and higher, with a heftier price tag to match. Many of these beds would also feature exquisite quilting and luxurious fabrics.

But do these really enhance the sleeper’s comfort? To Stefan, the answer was no. He saw firsthand how his friends got stuck with poorly made beds for decades.

Believing that he had the necessary know-how to address this issue, Heveya was born in 2012.

What’s the matter with mattresses?

While traditional mattresses typically contain springs and polyurethane foam, Heveya has deliberately excluded those materials. Instead, their beds are made with 100% natural latex.

Referencing a book called Toxic Electricity by Steven Magee, Stefan believes that the metallic springs in bed generate electromagnetic fields, which can have adverse effects.

As for the foam, he pointed out that these are derived from petroleum, which undergo a chemical reaction during production. He argued that these end up releasing gases that continue to be emitted for a certain period.

On top of that, traditional spring mattresses usually can’t be opened and cleaned, leaning to the accumulation of dust and mites over time.

To counter this, Heveya mattresses feature removable covers, and do not have any empty spaces within the mattress, preventing the development of life forms such as dust mites.

Natural latex also provides benefits like ventilation, elasticity, and durability.

But it’s not like Heveya discovered this. Before the inception of Heveya, natural latex was already recognised in the mattress world for its optimal properties. Yet, companies may hesitate to commercialise it due to its cost. He also believes that companies have a hard time differentiating their products without just adding the extra frills.

At Heveya, a more cost-effective product is created by adopting a direct-to-consumer model. By buying components like latex blocks and covers, Heveya can assemble mattresses directly at customers’ home, eliminating the need for a complete mattress factory.

The brand also adds value with features like a 100-day free trial. Components of their modular mattress can be adjusted until perfection or refunded.

Today, Heveya has expanded to cover not only mattresses, but a range of bedsheets, duvets, throws, towels, and other decorative fabrics.

Contributing back to the earth & more

More than just the improved product, though, something that might make Heveya a preferred choice, especially among educated consumers, is its commitment towards sustainability and social responsibility.

To accomplish this, suppliers and partners are meticulously selected, ensuring the whole chain is sustainable.

A notable sustainability initiative by the company is their collaboration with an organic certified plantation in Sri Lanka for natural latex production.  

“This organic plantation helps protect the soil and rivers from toxic pesticides,” Thijs Veyfeyken, the managing director of the brand, explained. “Going a step further, we have also engaged in agroforestry plantations in collaboration with our supplier.”

Agroforestry involves planting crops like peanuts, pineapples, papayas, and bananas in between the rubber trees. This ends up making navigation on the plantation more challenging, which is why farmers were very resistant to the idea at first.

However, the result has been remarkable. Farmers have benefited by selling additional crops like bananas and papayas. They have even introduced beehives and fishponds, Thijs said.

“Furthermore, the enriched soil has increased rubber tree yields by 20%,” the managing director added. “The Hevea Brasiliensis, or rubber tree (hence our name ‘Heveya’), already contributes to environmental preservation by absorbing over a ton of CO2 in its lifetime.”

He elaborated, “Through ecosystem restoration, we move closer to replicating the effects of a real rainforest. Our next step involves sourcing latex from trees growing naturally in rainforests in Borneo, leaving nature completely intact.”

On the topic of leaving nature intact, Heveya is working with Replant.world to plant trees in the rainforests of Borneo. These trees are then “given away” to customers.

Basically, Heveya customers can receive a certain number of trees based on the size of their purchase. These trees are given as digital tokens in a personalised wallet created by Heveya.

Moreover, these trees can be gifted to friends. For each tree given away, the business plants an additional tree.  

“This initiative not only allows us to expand our tree planting efforts but also helps us connect with like-minded individuals through our customers’ referrals. On average, we plant approximately 12,000 trees per year,” Thijs said.

The company is also involved in philantrophy. Each year, they sponsor students from the Sumba Hospitality Foundation (SHF), which provides opportunities for the people of Sumba to participate in the island’s hospitality sector.

“Given the low education levels in Sumba, without the foundation, locals would miss out on the benefits of the emerging tourism industry,” he said. “The SHF prioritises sustainability and witnessing the transformation of its students within a year is truly inspiring.”

Sustainability as the operative word

Offering its customers a chance to test their beds, Heveya has retail stores in Singapore (Tiong Bahru Showroom), Indonesia (Canggu Showroom), and Dubai. The mattresses are also available in other select stores in these areas.

“Additionally, we have online ecommerce stores in Singapore, Indonesia, Malaysia, Australia, Hong Kong, and Dubai,” he added.

Currently, Thijs already considers Heveya to be a leader in Asia for sustainable bedding products. Moving forward, he wants to expand the brand’s reach further in Asia Pacific and the Middle East.

The long-term vision is to become a world leader in this field.

“We identify new countries for expansion by considering factors such as low competition and a high number of foreigners,” he said. “To test the potential of a market, we first launch a digital marketing campaign in the target country and analyse the reaction.”

With this strategy, they have already planned to open two more outlets in Singapore—one in Vivo City with Tangs and one self-owned store in a relevant department store. Theyr’e also opening a Heveya Dubai in 2024, and will have a presence in Jakarta by 2025.

For 2026, Heveya has plans to foray into another country that’s yet to be decided.

Initially, when I first came across Heveya, I admit I was sceptical, wondering whether they were just greenwashing.  

My doubts were multiplied because of Heveya’s price of S$4,488 for its SG King mattresses—more expensive compared to similar offerings by other online options I found in Singapore like Willow Mattress.

But after learning more about the business from Thijs, I’ve learnt that it’s more than the product itself, but rather everything else that comes with it. For Heveya’s case, this includes peace of mind.   

It sounds like Heveya quite literally wants to help people sleep better at night, through both their mattresses and the good that they’re enabling in this world.

• Learn more about Heveya here.
• Read other articles we’ve written about startups here.

Featured Image Credit: Thijs Veyfeyken / Heveya

Back in February, Apple Vision Pro’s release had caused quite the stir in the industry, with many hyping up its purported ability to “blend digital content with your physical space”.

One business in Singapore that’s already leveraging this device is Presence Pictures, a coding school that specialises in augmented (AR) and virtual reality (VR).

From corporates to children

Established in 2013 by Edmund Lee and Eunice Lam, Presence began with building immersive VR experiences for Fortune 500 companies.  

“During these various VR corporate projects and roadshows we embarked on, one vivid outcome that struck Eunice and me was that kids were the most excited audience,” Edmund shared with Vulcan Post.

However, despite their excitement, kids were amongst the last to come to mind as users of VR creation tools. As such, there weren’t any software that could help young kids easily up VR experiences.

“The lack of such software meant that children were relegated to the role of (only) a consumer of VR games, which to me and Edmund was a shame,” Eunice pointed out.

Noticing this gap, they took on the challenge to build a VR creation software for kids.

In 2016, the duo rejected corporate projects and professional teaching positions to prototype the Presence coding software. They even taught VR to little kids as young as 4 years old, understanding their learning needs to improve their software.

“What started off as a pipe dream is now a reality called Presence XR Coding,” they shared.

“Not only does Presence XR Coding simplify 3D design for little kids, our innovative software empowers our creators (AKA students) to code immersive virtual worlds that can be instantly output to extended reality (XR) modes like AR, VR, and mixed reality (MR) on iPhone and the Apple Vision Pro.”

Today, Presence Pictures has become a notable and innovative coding schools for children in Singapore, with a team of over 50 young creators, six mentors, and a user base of over 10,000 kids.

Jumping on the Apple bandwagon

Since the beginning of Presence Pictures, the founders have been teaching kids spatial thinking and how to code virtual worlds using their coding software. This can then be output to VR headsets such as Meta Quest, HTC VIVE, Google Cardboard, and now, the Apple Vision Pro.

But what’s so special about the Apple Vision Pro?

To this, Edmund shared that the Apple Vision Pro is a very advanced mixed-reality headset with impressive technology such as eye and hand-tracking capabilities with high quality displays and passthrough.

“The ability of Apple Pro Vision to blur the line between real and digital worlds is not just a tagline; it is a game-changer,” Edmund pointed out.

“Its mixed-reality operating system and 3D user interface enhance spatial mapping, thereby significantly improving not only the quality of AR display but also its immersive elements.”

With these features, Presence believes that the Apple Pro Vision can further enable students to familiarise themselves with the latest advancements in spatial computing, making coding education more dynamic and compelling.

“Our R&D process has been an eye-opening journey,” Edmund said about the process of integrating the gadget to their curriculum. “We are very lucky to be able to work with Apple’s developer team in Singapore. They gave us private access at their labs to the Apple Vision Pro way before their official launch in the US.”

The founders believe that the head start allowed them to better understand the use cases of Vision Pro and how they can integrate it successfully and seamlessly with their coding software and curriculum.

But is it safe for children?

A common concern that parents may have, though, is whether or not VR and AR is even safe for kids.

After all, research has shown negative associations between screen time and the development of physical and cognitive abilities.

And what about AR/VR wearables’ impact on a child’s physical health? Is it OK for a kid’s eyes to be so close to a screen? Well, it’s actually been determined that sitting close to a screen, such as a TV, won’t permanently damage one’s eyes, but it can cause eye strain.

In a ZDNET article, Dr Nathan Cheung, a paediatric optometrist at Duke University, said that the most immediate risk of VR headset use to a child is neck strain, rather than eye strain.

Plus, according to Apple itself, the Apple Vision Pro is designed to fit and be used by individuals 13 years of age and older, thus should not be used by children under 13.

Regarding the critiques, Edmund said that at this point, they have not seen research that concludes that donning headsets would have negative impact on children, at least compared to iPads, smartphones, or other types of screens.

And Presence doesn’t believe that shying away from it will effectively help kids in the long run in this digital era.

Rather, it would be more practical to teach kids to act responsibly with technology and to choose useful content to view during their screen time.

“Our curriculum is specifically designed to incorporate a mix of hands-on, offline activities that require body movements and meaningful interactions with their peers while on screen with immersive experiences,” Eunice pointed out. “This minimises the risk of monotony and excessive screen dependence.”

All in moderation

In any case, the team believes that the benefits of learning VR/AR coding outweighs associated cons.

They believe immersive technologies can make learning a truly engaging and integrated experience, catering to diverse learning styles of different children, whether visual, auditory, or kinesthetic.

They also believe that the immersive nature of VR and AR makes children feel fully integrated into the learning environment, fostering active participation instead of passive observation.

Children can create their own 3D virtual worlds, games, and stories, boosting spatial thinking, creativity, and storytelling capabilities.

Eunice also shared that the school has seen a few entrepreneurial students, who are a part of their Start-Up Programme, turn their AR and VR games into sellable products using something called Presence Cards.

The truth is that the world is changing right in front of our eyes, and those who aren’t keeping up run the risk of being left behind.

Teaching children how to properly navigate and create AR/VR worlds of their own may serve to future-proof their education and open them up to more opportunities.

And Presence Pictures, which constantly updates its curriculum with the latest tech, is helping them do just that.  

• Learn more about Presence Pictures here.
• Read other articles we’ve written about startups here.

Featured Image Credit: Presence Pictures

Indonesian chain TOMORO COFFEE has arrived on Singaporean shores, debuting its first local store at the National University of Singapore Business School Hon Sui Sen Memorial Library on February 28.  

This follows the arrival of other foreign coffee chains in the country in the past year, including Chinese giant Luckin Coffee, Indonesia’s Kenangan Coffee and Fore Coffee, Taiwanese chain Louisa Coffee, and even Canadian brand Tim Hortons.

Of all these brands, TOMORO is notably newer, having been formed in 2022. The next youngest brand would be Fore Coffee, which was established in 2018.

Despite its newness, TOMORO, whose name references “tomorrow”, is not lacking in ambition.

The chain—which already has over 400 stores in Indonesia and China—was founded by Star Yuan (also known as Xing Wei Yuan), whose impressive track record includes co-founding delivery company J&T Express and Imoo, an electronics appliance company.

In 2021, Star had returned to university, completing an Executive Master of Business Administration at NUS.

At the time, he spoke to investors, asking: “What’s the best type of business in the world? What’s the one product that can have longevity and make people happy?”

Apparently, some told him to consider soft drinks and milk tea-based businesses, but one convinced him to go the coffee route due to brand loyalty and lifetime value.

This would be Fish Sun, TOMORO’s co-founder and Vice President.  

Now bringing the chain to his alma mater, Star’s strategy with TOMORO is to “democratise specialty coffee” and “revolutionise Southeast Asia’s coffee scene”.

Joining a crowded pool

However, why join the crowded market in Singapore to do this?

“Singapore has always been an important market for us, with matured coffee drinkers and the vibrancy of the coffee culture, from independent coffee shop owners to coffee chains,” Star said to Vulcan Post.

Establishing his point, TOMORO shared that Singapore’s coffee sales are set to increase at a compound annual growth rate of 3.2% from 2022 to 2027 based on a Global Data report.

On the topic of numbers, it’s worth mentioning that in July 2022, a survey conducted in Singapore showed that almost 55% of respondents said they bought coffee in the week prior to the survey.

A similar February 2022 survey in Indonesia resulted in lower percentage at about 43.9%. And while coffee is the most purchased beverage in Southeast Asia according to the ‘Most purchased beverages in a week’ study, that number is only 40.6%.

That goes to show that in the region, Singapore is one of the most mature markets when it comes to coffee.

As for TOMORO’s competitive edge, Star believes that it comes down to affordability. “TOMORO is confident in its ability to thrive in Singapore’s coffee market by offering high-quality coffee at affordable prices, addressing a gap in the market.”

Regarding the decision to launch TOMORO in Singapore at NUS, Star said he believes there’s a missing gap in good quality coffee available on campuses.

“College students have a characteristic that is very suitable for our brand, full of enthusiasm and vitality,” he added. “We hope to bring this feeling to all consumers.”

And of course, another reason is because Star himself graduated from NUS, and thus hopes to make his own contribution to the campus.

Catering to the island

Launching in Singapore, TOMORO has kept to a roster of its best sellers, which has resulted in quite a diverse menu.

There are classic coffee options such as a Caffe Latte (S$4.90) or a Cappuccino (S$4.90), as well as the signature TOMORO Aren Latte (S$5.90). These prices are slightly cheaper compared to Fore Coffee and comparable to Kenangan Coffee.

They’re also offering their OATSIDE series that features creations like the Manuka Oat Latte (S$5.90) and Matcha Oat Latte (S$5.90).

Dessert drinks like the Strawberry Jasmine Smoothie (S$6.50) and the Strawberry Coconut Frappe (S$5.90) are also available.

The team confirmed that they’re looking to localise the flavours to the Singaporean palate, though there have already been some adjustments made to the recipes. In particular, the sweetness has been lowered in Singapore compared to in Indonesia.

A democratised experience

The brand ethos, TOMORO told Vulcan Post, has always been to offer good quality coffee at an affordable price, making their coffee accessible to all.

“Maintaining quality standards without compromising or passing the buck back to the consumers means we have to work more efficiently and having good partners for our collaborations,” they elaborated.

Going forward, TOMORO aims to foray into other Southeast Asian countries such as the Philippines. With the goal of opening more than 1,800 stores in the region, TOMORO aims to become an international coffee chain brand.

“Our R&D lab in Singapore will be opening soon to fuel this aspiration,” Star hinted.

As for whether the coffee chain will make good on its aspirations, we will have to wait and see what TOMORO has in store for us.

• Learn more about TOMORO COFFEE here.
• Read other articles we’ve written about startups here.

Featured Image Credit: TOMORO COFFEE

The genesis of PINE & CO happened in 2018, inspired by founder Joshua Yong’s love for idyllic living.

A musician by trade with a degree in piano performance, Joshua turned to a friend who is a cosmetic scientist to bring his vision to life.

However, it wasn’t until 2019 that the brand truly took on its current form.

Throughout 2018, the founding duo had extensive debates and discussions about a planned product range.  

But faced with budget and time constraints, they strategically decided to concentrate their research and development efforts on a single product.

Their choice ended up being a body wash, with the inspiration being the arrival of Joshua’s baby daughter.

Meticulousness is key

While his wife had been pregnant, Joshua was searching for a gentle body wash for the baby. This quest turned into PINE & CO’s development of a product that checked all the boxes.

Personally invested in the product, Joshua and his partner’s top priority then was to secure high-quality ingredients from reputable and certified producers—something the business still does today, so much so that R&D for one product typically spans over a year.

From the minimalistic packaging to the scent selections, everything is done with intention and care.  

“Working closely with aroma specialists, we craft distinctive aromas that set our offerings apart,” Joshua shared.

“Once the formulations are finalised, the ingredients find their way to our two production facilities—one in Singapore and the other in Malaysia—where the meticulous process of mass production begins.”

Today, PINE & CO aims to be a brand accessible to as many people as possible, not just for parents.

Over the years, they have developed body washes for various purposes and skin types, such as its “Tacet Hair & Body Wash” for children. As it is unscented, this option is suitable even for adults allergic to natural fragrances and essential oils.

“Despite the high cost of our ingredients, manpower, and production, we strive to keep our prices as low as possible,” Joshua said. A 500ml of their body wash is S$17.

And it seems that their dedication has paid off, as Joshua reported that sales have been “doubling or tripling” each year since 2021.

“This growth is a testament to the support of our incredible customers and partners who have graciously spread the word about us through enthusiastic word-of-mouth recommendations.”

Beyond bodywash

Contributing to this growth also is no doubt the brand’s expansion beyond its initial range of body washes.

Noticing the needs of hospitality and travel partners, PINE & CO embarked on a journey to craft shampoo and conditioner products, utilising their best-selling aroma (Spring) as a foundation.

Currently, PINE & CO offers eight body wash variants, along with one shampoo and one conditioner.

But of course, body wash, shampoo, and conditioner are household necessities that can be found in almost every grocery or even convenience store. Ranges for sensitive skin aren’t rare nowadays, either.

On the question of their competitive edge, Joshua said, “At this stage, distinctions often lie within subtle nuances, including quality, suitability, design, and overall experience—largely intangible aspects.”

Diversifying revenue streams

Aside from developing new ranges of products, they’ve also expanded into a whole new offering through PINE & CO: STUDIO.

Started mid-2022, PINE & CO: STUDIO is a concept dedicated to customisation and bespoke formulation.

“We started it because we wanted to bring the experience of formulation to our audience and allow greater customisation and flexibility for our corporate and hotel clients,” Joshua explained.

PINE & CO: STUDIO is split into three opportunities—for businesses and establishments, for events, and for exclusive pop-ups.

The primary goal of PINE & CO: STUDIO is to assist corporate clients, such as hotels and emerging brands, which is where the aforementioned travel hospitality and travel partners come into play.

Aside from serving these clients, though, it’s also an offering for individuals, typically for events such as weddings.

For such events, not only can partners and guests customise their scents, they can do it in person.

“PINE & CO: STUDIO offers an aromatic formulation experience for guests,” Joshua elaborated. “Participants can choose from a selection of essential oils provided and infuse them into a 50ml base body wash, creating an interactive and personalised door gift for the events.”

This offering is somewhat similar to the one they offer at exclusive pop-up events, which got its start last year when they were invited to Sengkang General Hospital.

Here, customers selected essential oils and watched as specialists skilfully blended them into a 300ml base PINE & CO body wash.  

“The experience captivated the audience, akin to witnessing a barista expertly craft your coffee,” Joshua described. “The event proved immensely successful, with a sell-out in less than three hours.”

Given the success, they plan to host more pop-ups this year.

Plus, the studio has also been growing rapidly, with more sales and bookings by the quarter. It currently makes up about 15% to 30% of the business’ current revenue. 

From here, Joshua shared that the next goal on the team’s docket is to expand to a physical retail outlet in the near future.

From musician to entrepreneur

Today, PINE & CO has four partners, including Joshua.

While his co-founder delves into the R&D side of things, Joshua focuses on the business aspects at PINE & CO. Even though he doesn’t have an entrepreneurial background, he believes he has amassed a wealth of relevant experiences.

“As a freelance musician and piano teacher, my journey has been full of experiences, encompassing not just music, but also sales, people management, and innovative problem-solving,” he shared.

Transitioning to PINE & CO, he found that his diverse abilities have seamlessly integrated into his current role.

And amidst this blend of skills, one quality has stood out—discipline.

“It’s a trait that has been ingrained in me since my days in music college,” he said. “It has pulled me through really bad days and kept me and the team moving forward. I owe a lot to the people who have shaped me.”

• Learn more about PINE & CO here.
• Read other articles we’ve written about Singaporean startups here.

Featured Image Credit: PINE & CO

If you remember the panicked shopping frenzy during the start of the pandemic, you’ll know just how important toilet paper is in our daily lives.

Yet, the fact of the matter is that in many parts of the world, proper sanitation is not a given, much less toilet paper.  

Established in 2020, Wype is a local startup that believes it can make a difference through toilet paper rolls.

Inspired to do good

Behind Wype are Bryan Koh and Roy Wong.

The two co-founders met during their service in the Navy while fulfilling their national duty, bonding over their shared passion for efficiency and problem-solving.

“From the get-go, Bryan and I knew that we would be building brands together,” Roy said. “But more than just brands—brands and products that make a real difference to people’s lives.”

The two came up with a plan to deliver impact first. They decided to dedicate whatever business they concocted to the cause of proper sanitation for the underprivileged, which is something they strongly believe is a basic human right.

“Unfortunately, millions around the world lack this fundamental necessity, which affects their health, dignity, and overall quality of life,” they said.

So, the two came up with a simple but effective solution—donating 50% of their profits towards building toilets for those in need.

Their decision to sell toilet paper came after, for the simple reasoning that it is a common product that everyone uses. Plus, with Wype being born in the era of the pandemic, a subscription model made sense as well.

Thus, Wype was born, delivering toilet rolls through a subscription model and a motto of “do good while you poop”.

Offering a premium product

Aside from its positive impact, Wype also prides itself on having a premium product. Not just the standard toilet roll, Wype toilet rolls are made from bamboo from the remote regions of Sichuan Province, China.

“Local farmers in these areas strategically plant bamboo on the edges of their family farms, not only as a sustainable agricultural resource but also to enhance their income and support their communities,” the co-founders elaborated.

The processing of the bamboo is also mainly rooted in these regions, the duo said, as each village typically has its own bamboo cooperative and pulp factory.

With that in mind, Wype helps support these farmers and their families too. Plus, the localised nature of the processing also contributes to a more sustainable supply chain.

Aside from the material, something you’ll instantly notice about Wype’s rolls is their patterned packaging.

“We believe that the presentation of a product plays a significant role in shaping consumer perceptions and enhancing brand appeal,” they said.

Furthermore, it helps with brand recognition and perception.

Aligning with the business’s values, the material of the packaging is eco-friendly and biodegradable. Functionality-wise, Wype has also incorporated practical features such as easy tear-off strips and resealable closures.

Wype’s products are available online as well as at select retail outlets, particularly eco-conscious ones such as The Social Space, Everyday Vegan Grocer, and The Green Collective.

Finding the right market

The target demographic for Wype comprises environmentally conscious consumers who prioritise sustainability, quality, and convenience in their purchasing decisions.

These typically tend to be people with a fair amount of disposable income, especially considering that Wype’s pricing is on the higher end compared to other toilet paper rolls in the market.

Justifying this, the co-founders reminded that their toilet paper is crafted from premium-quality, sustainably sourced materials that aim to minimise ecological footprint throughout the production process, which may entail higher manufacturing costs. 

Additionally, the team’s commitment to social responsibility, which includes fair wages for workers, is also reflected in the pricing. Don’t forget the value added from the packaging and the team’s charitable pledge.

The toilet paper rolls sell for S$40 for a box of 24 rolls, making one roll worth S$1.67. Meanwhile, FairPrice sells a 20-pack of three-ply Kleenex rolls S$15.06 (S$0.75 each).

Those who choose to subscribe to Wype will get a 10% discount though, bringing the price to S$36 (S$1.50 each). Subscribers can opt for Wype to ship the boxes every two, four, six, eight, 10, or 12 weeks.

“While our toilet paper may be priced higher than some alternatives, we believe it offers unparalleled quality, sustainability, and social impact, positioning Wype as a premium product that customers can trust and rely on,” they stated.  

And there seems to be an audience that resonates with this, as Wype has a total of 5,200 subscribers currently.

Aside from individuals, who make up the majority of the subscribers, Wype supplies to businesses such as hotels, cafes, and restaurants.

“These corporate clients are attracted to Wype not only for the quality and sustainability of our products but also because they align with their values of making a positive social contribution,” the co-founders pointed out.  

Profiting for impact

To date, Wype’s donations have facilitated the construction of numerous toilets in underserved areas, the team claimed.

Those who may be concerned about whether the business is greenwashing may feel more at ease knowing that Wype is certified by B Corporation, which is known for its rigorous vetting process.

The team also works closely with reputable institutions such as the World Toilet Organization and
Water.org to ensure their initiatives are relevant and effectively implemented.

Although Wype is driven by bringing impact, it recognises the importance of profitability, as that is required for it to sustainably continue making a positive impact.

“While profitability is indeed a goal, it is not the sole focus of our business,” they clarified. “We prioritise balancing financial success with our social and environmental objectives, ensuring that we remain true to our core values and fulfil our commitment to giving back to communities in need.”

With that in mind, the co-founders shared that Wype’s profit margins are mindfully managed to support both their business operations as well as the donations towards building toilets for those in need.

The team also stays agile and adaptable to navigate changing market dynamics and emerging trends in the sustainability space.

Going forward, Wype aims to expand its product line beyond toilet paper to include a broader range of sustainable paper products.

This may include items such as paper towels, tissues, and napkins, all crafted with a commitment to quality, sustainability, and social responsibility.

For the long term, the plan is for Wype to amplify its impact on sanitation issues globally, spreading awareness and advocating for positive change on a larger scale.

“We aim to become a leading voice in the conversation surrounding sanitation and toilet problems, leveraging our platform to educate and empower individuals, businesses, and governments to take action,” they concluded.

• Learn more about Wype here.
• Read other articles we’ve written about startups here.

Featured Image Credit: Wype

Born and raised in Germany, Simon Lieberum might seem like an unlikely candidate to be advocating for local kopi over Western coffee. But after a fateful encounter with his first cup of Kopi-C Peng, the man was a goner for the drink.

With a background in economics and international business, Simon has been in Singapore for over 10 years now, where he lives with his wife and two kids.

More than five years ago, he started NO HARM DONE. At the time, he was looking for a pursuit that could combine his personal values with everyday work, and he found the answer in sustainable alternatives for coffee capsules.

With a bootstrapped capital of S$1,000, NO HARM DONE began its market validation to prove whether the idea was valuable enough to be a full-fledged business.

It certainly wasn’t a large sum, but it allowed the team to produce a small batch of coffee capsules as well as some boxes with a logo that was designed by a freelancer from a five-dollar website.  

The team kept costs low by using free entry options for an online shop and email marketing software. As for marketing channels, they settled with platforms like Facebook.

“That was enough to start,” Simon said.

But the idea only truly took off when they began introducing local flavours. Demand was pouring in, and customer referrals were rampant. Simon knew he had something that added value to people’s lives and was worth his full-time commitment.

So, NO HARM DONE began its journey in 2018 with a very clear objective—providing Asian consumers an Asian alternative to Western coffee for their capsule machines.

Encapsulating the taste of local kopi

The team was able to produce a miminum viable product (MVP) rather quickly, Simon said. That’s because he believes the local kopi is already “perfect the way it is”.

“But making that taste profile come out of a tiny capsule was the tricky part,” he said.

So why go the capsule route? Simon shared that this is because Asia-Pacific has been the fastest growing market for coffee capsules in the world.

Yet, the majority of this growth is based on the Western idea of coffee. Plus, these capsules are typically packed in unsustainable aluminium and plastic capsules.

“What’s the issue?” Simon wondered. “This region has its own wonderful idea of coffee and tea. We have unique products that are worth being cherished and protected.”

As such, NO HARM DONE seeks to address this mismatch in the market. More than just using local flavours, the product itself also made in Singapore.

“We source all our product ingredients from Asia,” Simon elaborated. “There is no need for us to ship coffees around the globe when we have great Asian coffees with minimal environmental footprint.”

Sustainability isn’t easy

On the topic of environmental footprint, it’s worth noting that NO HARM DONE is packed in compostable pods and recycled boxes. However, just because a product is recyclable doesn’t mean it’s actually being recycled.

This was a conundrum that NO HARM DONE recognised. To be genuinely sustainable and not just greenwashing, the team knew they had to ensure the onus of being sustainable is not just passed on to the consumer.

Thus, the team engaged with environmental consultants and industry experts, where they ended up facing two hard truths.

“Firstly, most people do not recycle. Secondly, collecting back and recycling may cause even more harm than not doing it,” Simon listed.

With this knowledge in mind, the team realised they needed a product that was free of harmful materials from the start to produce a clean product lifecycle, regardless of what happens at the end.

“If consumers would then go ahead and compost our 100% biobased capsules, that’s perfect, but even if just binned, the capsules would be as harmless as a disposed banana peel,” Simon explained.

With that, NO HARM DONE now presents itself as a proudly Asian and planet-friendly alternative to the Western coffee dominated capsule market.

It offers a subscription service, made available through its website. Its products can also be found on Shopee, Lazada, and selected ColdStorage outlets.

For the first month of subscriptions, they charge as low as 54 cents per capsule. Meanwhile, a box of 10 capsules is S$8.90 in the supermarket.

Kopi for a cause

You might be familiar with the term “third-wave coffee” which was a movement in the industry that was all about high quality. Now that many consumers have already learnt to appreciate a good cup of coffee, it seems like a “fourth wave” is arriving.

Some also describe fourth-wave coffee to be more about accessibility, while others believe it’s about innovation. To Simon, this fourth wave of coffee is all about bringing back the fun.

“Quality is a must but there is room for experimenting with new flavours and concepts with the younger generation of coffee drinkers,” Simon explained.

Aside from sustainability, NO HARM DONE also serves the local community, hiring seniors to keep them meaningfully engaged and socially connected.

“Social isolation is one of the leading causes of suicide in the elderly,” Simon pointed out. “We want to help by bringing people who live alone together, over kopi, to share their stories, make friends and get the support they need.”

On weekends, NO HARM DONE serves free kopi to the socially isolated elderly of Lengkok Bahru. Calling the initiative “Kopi for a Cause”, this is done in partnership with The Saturday Movement, a charity that cares for the vulnerable and elderly.

A new way to enjoy

Going forward, Simon believes that an area where NO HARM DONE can offer a strong value proposition is hotels. This is as many hotels nowadays are looking to be more eco-friendly while offering a localised experience.

“I envision that premium hotels across Asia will be serving our authentically local coffee experience in planet-friendly capsules in their rooms instead of the same old unsustainable capsules imported from the West,” he shared.

Simon also envisions bringing NO HARM DONE and the Singaporean kopi culture abroad. Compared to other regional drinks like Vietnamese coffee or Thai milk tea, though, Singaporean kopi hasn’t garnered as much international recognition.

But Simon doesn’t think this is a big concern when it comes to expansion, just that the team may have to adjust their approach.

“I can imagine that a vibrant, colourful store celebrating the best of Southeast Asian street drinks could be a total hit in New York, London, or Dubai,” he expressed. “We will figure that out later.”

For 2024, the team is already focused on bringing their products to Thailand and Indonesia.

As NO HARM DONE grows, though, we wonder whether or not the business would affect or even displace local hawkers who already offer traditional kopi drinks. To that, Simon believes that NO HARM DONE does not compete with local hawkers, but rather celebrates them.

“We take business back from Western coffee capsule conglomerates to celebrate the Asian beverage culture, support Asian grown coffee and tea, and protect our local environment from single use waste that pollutes our oceans.”

• Learn more about NO HARM DONE here.
• Read other articles we’ve written about startups here.

Featured Image Credit: NO HARM DONE

Trained as a lawyer, Royce Wee’s resume is definitely not one to scoff at.

The Singaporean has worked as the deputy public prosecutor in the Attorney-General’s Chambers, in policy roles in the Infocomm Media Development Authority, and as a director for economic regulation at the Ministry of Communications and Information.

He has since moved into the private sector, handling public policy and data governance in companies such as Alibaba Group. Currently, he’s based in Saudi Arabia, working as a department director for NEOM, a new urban area planned by the Kingdom of Saudi Arabia.

But when he’s not busy with policy duties, Royce actually runs a business he co-founded—TENNET Watch Corporation, or TENNET for short.

From a long time ago

Royce’s love for watches begun early, when he was still in secondary school.

“I remember lazing around in the living room of my home and flipping through the pages of a glossy magazine that was left lying around,” he reminisced.

He came across a full-page coloured advertisement of the Patek Philippe Nautilus and was blown away.  “For the first time in my life, it dawned on me that watches go beyond functional tools to tell the time, to become a work of art, culture, and beauty.”  

In time, Royce became a watch buyer and collector. As a fan of horology, he realised how easy it was to be an “armchair critic”, pointing out purported flaws in watch designs.

Recognising that, Royce wanted to put himself to the test and come up with a watch design that meets his own design aesthetics while ensuring it stands the test of time. 

Despite having always wanted to design his own watches, the desire remained as a conversation topic with his then-girlfriend (now wife) and family members for a long time.

It took the pandemic to spur actual action. During this time, Royce began placing more value and focus on living out his dreams, taking risks, meeting new people, and trying new things.

“This can be summarised in the Latin phrase, Nolite Timere, which can be aptly translated as Be Not Afraid,” he said. “It is with this fearless, passionate, dynamic and enterprising spirit that TENNET was undertaken and born.”

Good things take time

The name “TENNET” is rather layered. First and foremost, it serves as a constant reminder of the tenets of the brand. 

“These include beautiful designs, use of best-in-class materials, employing modern manufacturing methods, delivering excellent value to customers, and providing trust and peace of mind to customers, including our lifetime warranty against manufacturing defects,” Royce said.

With a keen eye for visual appeal, he pointed out that it’s spelled with two N’s in the middle to make it more complete and proportionate. It is also a palindrome that spells the same from left to right, as well as from right to left.

More than that, it’s also an anagram of “TEN-TEN”. If you know watches, you’ll know 10:10 is a timing that brands set their watches to for aesthetics and clarity.

From the conceptualisation of the brand to the official launch, TENNET took around two years to come to fruition.

This period saw design tweaks, the choosing of partners and manufacturers, the commissioning of multiple prototypes, prototype refinements, to the finalisation of the production run. 

With that, the brand was finally launched in November 2023.

Designed for timelessness

TENNET watches take their design cues from more traditional and classy dress watches, but they are updated and modernised to meet the needs of today’s watch buyers and wearers.

“Their designs are timeless and classic, and at the same time, they are built using modern materials and techniques to be reliable and robust, including water resistance of a mighty 200 metres,” Royce elaborated. For context, 200 metres is equivalent to the average depth that diving watches are made for.

The watches are designed by himself in Singapore, with a “heartbeat and movement” from Switzerland, and case parts and assembly by a world-class factory and artisans in China, Royce shared.

TENNET’s intent is for buyers, collectors, and supporters of the brand to always recognise a TENNET watch, even years from now, regardless of the specific product model family.

This means they aim to have a cohesive design story and signature motifs, including the case shape, water-drop silhouette of their indices and hands, dimpled crown, and flared lugs.   

According to Royce, TENNET watches are for dreamers and doers who think for themselves and are not happy to simply follow the crowd or jump on the bandwagon.

These are people who craft their own paths, who stand out from the masses, and who have the spirit, audacity, and gumption to take risks and make their dreams come true.  

In short, it’s made for people like Royce.

Time will tell

Bootstrapped by Royce, TENNET was set up was a small independent family business with some assistance from partners for their website, social media, and logistics.

As a small business, each production run is highly limited. The inaugural line was the Somerset, which was sold with an early bird price of US$800 before it was increased to US$1,200.

“I have been surprised and gratified by the strong and encouraging initial sales of TENNET watches, especially since I started with practically zero marketing and advertising,” Royce expressed.

Much of the sales, he believes, has been driven by word of mouth from people who are in the know, including watch collectors and connoisseur.

As for the next steps, there are plans to come up with new colour schemes, metal bracelets, and work on complications such as the calendar, GMT, and moonphase, as well as new product model families, including a diver’s watch and a pilot watch.

According to Royce, collectors, friends, and even competitors have urged them to price the watch much higher considering the value it packs.

However, he wants to stay true to his own values.

“The guarantee I will make is that TENNET will always be guided by our aforesaid mission and values, including good quality design, robust build quality, delivering excellent value to customers, and providing trust and peace of mind to customers.”

“These will always be our North Star,” he said about the tenets of his business.

• Learn more about TENNET Watch Corporation here.
• Read other articles we’ve written about startups here.

Featured Image Credit: TENNET Watch Corporation