Cortina Holding's Lim often takes on the role of spokesman for the group, and as COO, is responsible for overall operations and merchandising of the group's outlets in Singapore, Malaysia and Indonesia. He was instrumental in the decision to launch TimeWise by Cortina Watch, a duplex multi-brand boutique that opened the newly refurbished Wisma Atria in April 2012. He is also the man behind the group's biennial client platform, Jewellery Time exhibition, having been responsible for its execution since its inception in 2000. The 2012 financial year was a record year for Cortina Holdings — net profits jumped 74.4% to $21.9 million, while revenue surged 14.9%. A former KPMG audit senior and younger son of Cortina Holdings founder Anthony Lim, he was appointed president of the Singapore Clock and Watch Trade Association last year.