Frankfurt-based Sinn does things a little differently to its competitors, its Baselworld 2017 novelties are a welcome breath of fresh air

by James Buttery

Any watch journalist will tell you that Sunday afternoon at Baselworld can be something of a struggle. Not only will you be operating under the assumption that many of your colleagues will have, by this point, come and gone, but the long days and equally long evenings of the world?s largest watch show will certainly have caught up with you by this point.
I don?t mind admitting that, for me at least, watch fatigue had also begun to set in after seeing hundreds, if not thousands of new SKUs in the preceding four days. What I needed was something different, something refreshing, so I was pleasantly surprised to find my next appointment was with Sinn.
The German brand takes an entirely different tack to the rest of the industry, encouraging the kind of behaviour that other brands positively frown upon; for instance I?ve never before been handed a knife in a presentation and asked to attempt to scratch its Tegiment-hardened watch cases. I was somewhat disappointed that I couldn?t, but equally delighted that the next 30-minutes promised more of this kind of irreverence.
The EZM12 Pulsrotor was a pretty good place to start, a watch designed with the exacting requirements of air ambulance crews in mind. The rotating bezel features a 60-minute scale corresponding to the target for getting a patient to hospital, while the i...