Originally Posted by marmaladecorgi
It's not really about the country, it's about the personality. Founder of the magazine, Wei Koh, just happens to be the son of Professor Tommy Koh, one of Singapore's most well-known diplomats, former Singapore representative to the UN, and an icon of personal branding (for Singapore people anyway) since the 60s. It seems that Wei Koh and his brother Aun Koh have gone into the world of luxe publishing, as Aun Koh has just put out "The Miele Guide" to Asia's best restaurants, sort of like an Asian Michelin.
Worth expanding this a little more:
1) Wei Koh leveraged that personal branding and developed a sexually charged approach to luxury wrist watch promotion through the magazine "Revolution". In a land of 4/10 rated women and small statured men with large egos and wallets, this was a huge hit! Revolution Press is now published in several countries and retains a unique position in the saturated watch magazine market. Like it or hate it, it was well executed, highly stylized and a great strategy for a late entrant to the market.
2) Eventually, Revolution went online with the launch of a watch internet site called Horomundi, now defunct. The site courted internet horological notables from other watch forums to be moderators but more importantly for their pre-established relationships with specific brands, especially Jaeger Le-Coultre. JLC saw this as a great way of building an online commuity like their stable mate Panerai via Paneristi and Blancpain via Jeff Kingston. This was also an opportunity for these internet notables to monetize their established relationships as "friends of the brand".
3) As Wei Koh's reputation for a market maker for luxury wrist watches on the small island of Sodor er... I mean Singapore grew, it gave him immense influence and whether by his design or that of some luxury watch group, he was given complimentary watches. The most notable being Urwerk. This approach was most likely modelled off another Singaporean horological internet celebrity imp with an odd disposition but plenty of wealth who was able to create hype around the Harry Winston Opus project. However, to the imp's credit, he actually paid for this own watches.
4) With this, Revolution's style evolved to be far more grandeur and it became a super publicity machine with the collaboration of Hour Glass and Michael Teh. This is where the excesses begin to take hold - lots of models, lots of fast cars and lots of high end luxury watches, especially independent brands that pushed the boundary of design and taste.
I will stop this story here until I receive request from at least 10 SFers before I continue.