By Kien Lee
If you haven't yet encountered Bobby Saputra, picture the unshakeable swagger of a man who claims to own the Singaporean economy—or at least enough of it to annoy the neighbors. Saputra is the "renowned ultra-luxury lifestyle icon" and fictional billionaire heir, played to viral perfection by Indonesian-German content creator Ben Sumadiwiria.
He has amassed a legion of 1.4 million followers on TikTok by mercilessly parodying the excesses of the region's elite, but in a twist proving irony is the ultimate luxury, the parody has crossed over into high horology.
In a move that can only be described as "opulent cosplay," Azimuth—the Neuchâtel-based watchmaker with a Singaporean soul—has tapped the fictional tycoon for a collaboration that is equal parts haute horlogerie and internet meme.
The Rebellious Match
For the uninitiated, this partnership might seem like a fever dream. But for those who follow Azimuth, it tracks perfectly. This is the brand known for "breaking traditions" and "rebellious flair," having spent two decades disrupting the Swiss industry with avant-garde designs. Azimuth doesn't do quiet luxury. They do loud, mechanical art.
"Luxury brands are for people who want to be rich. Azimuth is for people who already know they are," says the character of Saputra in the release. It is a sentiment that perfectly encapsulates the brand’s refusal to adhere to the stuffy norms of traditional watchmaking, creating a timepiece that is "unapologetically himself".
A Constellation of "Girlfriends"
The timepiece itself, dubbed "The Billionaire’s Watch," is a masterclass in camp. Available in two limited runs of 99 pieces (silver and gold motifs), the watch features a Mother-of-Pearl dial in a deep blue intended to evoke the South China Sea—a nod to maritime trade and, in Bobby’s lore, "dominion".
But the true genius lies in the details that blur the line between serious craftsmanship and inside joke. Engraved Dragon and Phoenix motifs circle the dial in "eternal tension" rather than balance, symbolizing raw power.
Most audaciously, the dial features a celestial fantasy—a moon phase complication surrounded by two moons and 14 stars. In traditional horology, stars might represent navigation or the cosmos. Here? They represent a "well-kept secret" regarding Bobby’s romantic life. As the press release deadpans, the 14 stars allude to the "influential relationships" orbiting his world, punctuated by Bobby’s signature, toxic wisdom: "Never let your girlfriends disrespect your wife".
The Final Verdict
By partnering with Sumadiwiria’s viral persona, Azimuth has done something rare: they have acknowledged that in 2025, the performance of wealth is just as marketable as wealth itself. Co-founder Christopher Long calls it "one of the most personal watch creations that Azimuth has ever done," describing it not just as a technical object, but an "emotional collaboration".
"The Billionaire's Watch" isn't just a timekeeper; it is a piece of cultural commentary strapped to the wrist—a limited-edition souvenir from the golden age of internet satire.
The Azimuth x Bobby Saputra "The Billionaire’s Watch" is available for pre-order starting November 10, 2025. Price: CHF 2,700 / SG$ 3,950.
