We sat down with the world champion to unpack what happens when raw talent meets an uncompromising work ethic.

To the casual observer, winning is a static image: an athlete standing on a podium, a medal catching the harsh glare of the flashbulbs, a smile frozen for the history books. However, for those who actually operate at the absolute pinnacle of human performance, winning is not a destination or a plush couch to rest on. It is a relentless, exhausting daily practice. Few understand this distinction better than Malaysian badminton powerhouse Aaron Chia. At 29, his career has become a masterclass in turning high-stakes pressure into a continuous engine for growth. To the public, Aaron is a permanent fixture at the highest echelons of the sport, having secured historic back-to-back Olympic bronze medals in Tokyo and Paris alongside his longtime partner, Soh Wooi Yik. Yet, if you ask him, he will gently correct the narrative. He does not see a resume of constant victory; he sees an unfinished puzzle. Satisfaction is still on the hunt. The ultimate dream remains an Olympic gold, and that hunger is exactly what keeps comfort from morphing into complacency.

<h3 style="text-align: center;">The Evolution of Discipline</h3>

Every elite athlete is born into a system, but longevity requires a personal philosophy. For Aaron, the foundation was laid early, but the structure was built by hand. "My discipline started when I joined the national team as a junior," he reflects. "But over time, I’ve had to develop my own way of staying sharp. I don’t believe in rules that can never be broken. True discipline is fluid and it’s about observing the good examples around you and absorbing them to improve yourself.” That adaptability has been crucial as the years have accelerated. Having spent nearly half his life on the court, picking up a racket at age seven, Aaron calculates that roughly 70% of his existence has been consumed by badminton and competition. This reality has altered his relationship with time itself. "Time is something incredibly precious to me now," he says. "As you grow older, you realise your performance, your body, and your condition change at every stage of life. The phases that felt the most ‘compressed’, where everything happened too fast to process, were always the Olympics and the World Championships. You spend years on a long, arduous journey to reach that medal moment. But once it passes? It suddenly feels like it happened a lifetime ago. That’s when you realize how fleeting time is.”

<h3 style="text-align: center;">The Anatomy of a Defeat</h3>

In the high-pressure cooker of elite sports, athletes are often categorised by what drives them: expectation, self-criticism, or the ghost of legacy. For Aaron, however, pressure is not an enemy to be feared, but a prerequisite for success. "I’ve been in this industry for many years, and retirement will eventually come in a few years," Aaron notes with pragmatic calm. "Pressure will always be there, but I see it as motivation. When there is no pressure in what you do, there is no drive to complete it. It’s a natural part of the game: there is always a winner and a loser.” The true differentiator of a champion is what happens in the quiet moments immediately following a loss. When the crowd empties and the stadium lights dim, what is the first voice that shows up in his head? "After a defeat, the very first thing I do is reflect," Aaron reveals. "I don’t panic; I dissect. I analyse my performance, my physical condition on court that day, and identify exactly where I fell short. That is what a 'winner’s mindset' actually looks like on a random Tuesday, away from the cameras. It’s the daily decision to fully prepare, review your mistakes, and turn those errors into fuel. You make sure you are always ready for the next moment.”

Prospex Sea Diver’s Watch PADI 60th Anniversary Limited Edition SEIKO Shirt & trousers COS Shoes BOSS

<h3 style="text-align: center;">The Man Outside the Court</h3>

Behind the fierce competitor is a man anchored by simplicity. When stripped of his titles and accolades, Aaron Chia is remarkably grounded. "When I’m alone, away from the competition, I’m just someone who enjoys spending time with my wife and friends. I actually don’t like to be alone," he shares with a soft laugh. Balancing the gruelling schedule of a global athlete with the roles of a husband and father is a delicate dance. Personal "me-time" is a rare luxury, usually relegated to the quiet spaces between matches on tour. "I just rest, listen to music, and relax. Most of the time, I’m on video calls with my family. My wife is my anchor; she always supports me, encourages me, and stands by the court.” When asked if he expects his children to inherit his sporting legacy, Aaron’s response is surprisingly liberated. "I have expectations for them, but I don't expect them to carry forward my achievements. It is far more important that they do what they truly enjoy and choose their own paths. My only wish is that they clearly know what they want, give it their absolute best, and live without regret.”

<h3 dir="ltr" style="text-align: center;">A Shared Heritage of Craftsmanship</h3>

This philosophy of continuous, quiet evolution makes Aaron’s partnership with Seiko feel entirely organic. As the legendary watchmaker celebrates its 145th anniversary, the parallels between Swiss-precision sports timing and high-end Japanese horology become clear. Both demand a reverence for heritage, but a refusal to stand still. "In my career, the entire journey has been a process of growth," Aaron says, reflecting on his personal evolution. "After winning the Olympic bronze, our performance dipped a bit, but then we pushed through to win the World Championships. There are always ups and downs. Very few people can stay at the absolute top for 10, 12, or 15 years continuously. It is rare, and it requires constant refinement.” It is this exact sentiment that aligns Aaron with the watchmaker's ethos.

"I appreciate brands with strong heritage and long-term values, not just fleeting trends," Aaron says. "Seiko’s philosophy of continuous innovation and craftsmanship resonates deeply with my journey. The Seiko Prospex tagline, 'Keep Going Forward,' is exactly how I approach my career; staying grounded while continuously evolving.” For Aaron, a watch is far more than a tool for punctuality; it is a marker of identity. "A reliable watch is something I trust every day. Beyond timing, it reflects who you are and how you carry yourself. It becomes part of your routine, staying with you through the vital milestones.” Looking ahead to future World Championships and the ultimate quest for Olympic gold, Aaron carries the lessons of his past with a dual mindset: "One part of me approaches the future as if I have never won anything before, keeping the hunger raw. The other part acknowledges what I’ve achieved, using it as a foundation to work harder. The most important thing is to never forget why I started, to keep the passion alive, and to always embrace the pressure. You need it to keep moving forward.”

Words, Creative Directions &amp; Styling Syazil Abd Rahim Photography Soon Lau Makeup Sharman Yee / PLIKA Makeup Hair Styling VV Chan Photography Assistant Aizuddin Afiq

Cover: Aaron Chia’s architecture of momentum

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