Jimmie Tay doesn’t follow market trends. He moves in quieter patterns, shaping the tone, pace, and provenance of luxury across the region.
His story began at The Hour Glass Limited, from 1994 to 2004, where he served as General Manager across Singapore, Malaysia, and Thailand. There, Jimmie helped define how prestige retail worked across borders. He oversaw retail and wholesale expansion, bringing a contemporary lens to legacy structures and helping the brand grow with precision and purpose.
In Brunei, from 2007 to 2010, he led Pace Tempo Pte Ltd, introducing the country to its first experience of true super luxury. It wasn’t about reach. It was about ritual. He curated private-world experiences for brands like Bvlgari and Audemars Piguet, setting the tone for exclusivity in a market that had never known it.
He returned to Singapore to join Citimex Pte Ltd as Director from 2010 to 2012. Under his direction, the brand expanded into marquee locations including ION Orchard and Marina Bay Sands. But it was at BUBEN&ZORWEG Asia, where he served as Managing Director from 2012 to 2018, that Jimmie began reshaping the regional narrative. He brought the brand into Vietnam, Cambodia, and the Philippines, growing new markets while deepening the meaning of what luxury could look and feel like in each one.
In 2019, Jimmie curated the largest independent luxury timepiece exhibition in the region. Held in Bangkok under the patronage of the Thai Royal Family and in collaboration with Christie’s, it wasn’t just an event. It became a cultural intersection of elegance and purpose, with proceeds supporting a women’s prison ministry.
While his roles with global houses like Bulgari, Dialectica, and Chab Agency reflect his authority, it’s often Jimmie’s presence behind the scenes that carries the most weight. He is sought after for what can’t be listed. Trusted for what doesn’t need to be said.
Today, as a founding partner of the Bureau of Bad Decisions, Jimmie continues to work quietly with brands, collectors, and clients across Southeast Asia. He delivers what others promise.
Not just watches. Not just jewelry.
But time. Trust. And taste. Made visible.
