Precise Distribution to Partners and the Press

Sinn Spezialuhren combines a relatively compact assortment with an exceptionally wide variety of products and media. Approximately 150 watch models across about 52 model series can be combined with numerous straps, clasps, and additional features. A wide range of images, videos, and documents in various formats and qualities is stored for this portfolio. With crossbase, Sinn has created a media portal that, for the first time, centrally manages this content and makes it available specifically to sales partners and the press.

Starting Point: A Lot of Content, Many Storage Locations

For Sinn Spezialuhren, the quality of product communication plays a key role. Consequently, the media created around a watch are diverse: product and detail shots, custom image crops, videos, texts, technical documents, and press materials. Before the project, this content was stored on different drives and in various systems. Additional versions were created for media partners. As a result, it became increasingly time-consuming to locate current files and make them available in a controlled manner.

The challenge lay less in the sheer number of watches than in the diversity behind them. In addition to the approximately 150 watches relevant to sales, there are, among other things, 224 leather straps, 35 metal straps, 34 silicone straps, and 33 textile straps, as well as 75 clasps, 45 spacers, and 30 accessories. This product portfolio generates a correspondingly large volume of media files, which must be clearly assigned, searchable, and published appropriately for different audiences.

Approach: Product Data and Media Working Together

The product data originates from the proALPHA ERP system and is imported via a custom interface developed by crossbase. In crossbase, the data is supplemented with marketing-relevant information and linked to the corresponding images, videos, and documents. The integrated media asset management system centrally manages the files, including keywording, descriptions, and copyright information. As a result, product information and media are no longer separate but form a common, reliable foundation for publication.

Even non-product-related media—such as footage from trade shows, events, or the company’s location—can be stored in a structured manner and retrieved efficiently. Sinn retains full control over image quality: extracts and output variations are deliberately defined rather than generated fully automatically. This meets the brand’s high quality standards and ensures that every published media asset aligns with the desired appearance.

Dynamic Filter: Relevant Content for Every Target Group

Through the media portal implemented with crossbase, Sinn Spezialuhren makes “output type groups”—that is, images, videos, and documents—available in different qualities for two user groups: partners and the press. A dynamic filter controls which media appear there. Sinn can independently adjust this filter to determine which output types and quality levels are published for each target group. This allows new requirements to be accommodated without requiring fundamental technical changes.

Data Maintenance: Target-Group-Specific Publication and Designations

Partners and the press do not necessarily receive new content at the same time. The respective publication date is maintained directly within the product and transferred to the media portal via the crossbase API. This allows Sinn to release information and media in a way tailored to each target group: Partners, for example, receive materials early on to allow for preparation, while press materials only become visible on the scheduled publication date.

Another special feature concerns file names. Internally, media files follow a systematic naming convention that is important for the database and processes but would be less user-friendly for external users. Therefore, Sinn can store alternative names for each file—separately for the Media Portal and the web shop. This way, users receive files with “descriptive” designations without requiring any changes to the internal system.

Text Management: Consistent Product Information

In addition to the media, the accompanying product texts are also managed centrally. Recurring statements about the special features of a watch are available as reusable building blocks and are assigned to the appropriate products by the marketing team. As a result, a text needs to be created and translated only once but can appear in multiple product descriptions. German, English, and French content thus remains consistent and is ready for output alongside the media files.

Result: A Milestone in Product Communication

In February 2026, the Media Portal became the first externally visible use case of the new system landscape. Selected watch models are presented there with detailed information and an extensive selection of media assets. The press and partners can find the content intended for them in one central location, in the correct quality, with clear file names, and at the right time.

For the marketing team, this reduces the need for duplicate data maintenance across various storage systems and channels. Files no longer need to be individually gathered and provided for each request. At the same time, the central platform lays the foundation for further applications: In the future, the web store will also be supplied with data and media from crossbase. The media portal thus marks the first milestone in a long-term, cross-channel product communication strategy.

About Sinn Spezialuhren in Frankfurt am Main

Since 1961, the name Sinn Spezialuhren has stood for high-performance mechanical timepieces designed for pilots, divers, firefighters, emergency medical personnel, rescue workers, and special units of the German Federal Police—such as GSG 9, the Navy Special Forces Command (KSM), and the special unit of the German Customs Administration, the Central Customs Support Group (ZUZ)—rely on. Thanks in particular to technologies with unique selling points—such as DIAPAL, Ar dry-keeping technology, HYDRO, TEGIMENT, and magnetic field protection, SINN watches consistently demonstrate their robustness, durability, quality, and precision in both everyday and extreme situations. In the development process at Sinn Spezialuhren, the design of the watches is consistently guided by the required functionality.

Despite their innovative spirit, the watches also embody timeless, classic values. These timepieces captivate many people through both their sophisticated technology and their long tradition. They are a symbol of aesthetics and quality. At the same time, they represent a symbiosis of engineering and craftsmanship. SINN develops these watches for people who are fascinated anew every day by these precision-engineered products because they display the time with the utmost precision.