The Horizon Story


Why we are better, in a nutshell.

Our products are always priced and positioned optimally for best value.
We do not believe in using unrealistic cheap pricing to attract customers,
only to sacrifice quality, service and support during the process. 
We firmly believe in establishing trustworthy, long term, and mutually beneficial business relationships with each client and prospect.
And above all, we do care and we do listen.


40 years and counting

It is never easy starting any business, and an even greater challenge maintaining it in the face of dynamic changes and competition. We have been in business for over 40 years today and evolve continually to keep pace with the industry and be ahead of the competition by a few steps. I guess that calls for a laurel but being the dynamic and practical crew that we are, we can mostly be found in our production and meeting rooms planning one thing or another for the business, when we are not actually spending time listening with and speaking with our clients.. The question that we ultimately seek to answer in all that we do, is how we can serve you better.   


Humble roots

Horizon started in 1979 in Singapore as an instruments repair and service company by our founding director Mr Tang Hui Jen, and following the growth of the markets, we became the first company in the industry to explore OEM production and manufacturing in China for land survey accessories like survey prisms, tribrachs, poles and staves. Taking us from our point of beginning to where we are took great business acumen, vision and knowledge of the industry and I will like to give credit to Mr Tang for being the visionary founder he is.  


The mission, should you choose to accept it

Our mission statement is to offer and supply value-for-dollar survey products to the rest of the world, while employing good quality control to the production process and actual products from our headquarters in Singapore and our office in Shanghai. We believe from the onset that the most competitive production costs can only be achieved by manufacturing in China, and that we have to firmly control the quality, communication and shipping processes to differentiate ourselves from other run-of-the mill suppliers doing the same. From time to time, we will innovate on our products, and our innovations and creations have evolved into the norms for the industry. One such product is the ADS114, a monitoring prism which was adapted from an existing model and improved and eventually became the industry standard. We also customize products upon request by communicating with our clients & production teams to seek out efficient solutions and this makes us a unique vendor of choice for the high-challenge modern markets where client requirements are eclectic and specific. We firmly believe in going beyond the product catalogue, to harness our strengths of engineering, innovation and concise communication to deliver products and services according to individual client requests. Yes this sounds fine and dandy but the actual effort and dedication put into ensuring that our beliefs translate to results, and happens consistently. We want this to be something our customers can feel when dealing with us.



Today, Horizon has a global presence, distributing to more than 50 countries worldwide. We acknowledge that we may never have the lowest prices, being based primarily in the developed country of Singapore. But we have never wavered from our firm commitment to provide value-for-dollar products, astute and concise communication, and our understanding that long-term and mutually beneficial business relationships are a lot more valuable than one-time transactions. We aim to build trust, confidence and goodwill by doing our best for each client and prospect, and then going just a little further.

This is the reason why we won several key tenders in the industry, like the tender for 300 units of digital levels in India in 2011, and for 600 units of GNSS RTK receivers and more than 100 units of total stations in Myanmar in 2014 (largest in the industry at the time of the event), and 150 units of total stations in Jakarta in 2018. We were also awarded with the Singapore Prestige Brand Awards in 2007. And we will keep fighting with a strong spirit instead of resting on our laurels.

We know that being the best, we need to go beyond just offering attractive prices. We recognize the key aspects of good business relationships and build our brand equity brick by brick on values like integrity, brand commitment, effective communication, commitment to delivery, and mutual trust. We do not seek to win the world over based on how cheap we can sell a product, but how we remain committed to the value of building long lasting, mutually beneficial, and interactive business relationships through the supply of value-for-money quality products, and above that, by listening and matching client needs with our products and services. Give us a chance to work with you, and we will not disappoint.  


Yours Truly,
Alvin Tang, Director