Shanghai Flagship Located On Huaihai Road
Following the grand opening of its first Asian location in Singapore, the Swiss watchmaker Hysek recently marked its official debut in China with a new flagship on Shanghai’s Huaihai Road. At the opening, Hysek Greater China Marketing Director, Andy Fu, told Chinese-language media that the decision to open the second Hysek location in Asia in China was something of a no-brainer, since brand researchers in Singapore found that the majority of Hysek buyers there came from mainland China. This finding, according to Fu, only “strengthened the brand’s decision to open [another location] right at the customers’ doorstep.”
As Fu added, with the number of international luxury brands operating in China increasing every year, the Chinese luxury industry is rapidly becoming more sophisticated. “Chinese consumers no longer focus only on brand names,” Fu pointed out. “Now their demands in terms of style and taste are becoming more and more mature.”
Tapping Hong Kong actor and singer (and son of Jackie Chan) Jaycee Chan (房租名) as the celebrity “face” of the company in Greater China, Hysek plans to spend the next one to two years building its brand in the mainland China market via cooperation with the China Charity Foundation and several other nonprofits. At the same time, as Andy Fu noted this week, the company plans to expand its store network in China and work with other brands to increase its visibility in an already very crowded luxury watch market.