Aud em ars P igu et , the leading Swiss brand of ultra - com ple x wat ches , opened a new bou tique in Cheng du , the provin cial capital of Si chuan Prov ince , China , in July 202 3. This is the third store in China , after Beijing and Shanghai , and the only direct store in the south wes tern region of China .
Back ground of opening a store in strateg ically important areas in Cheng du
Cheng du continues to grow rapid ly as an economic and cultural center in south wes tern China , and it also occ upi es an important position in the lux ury brand market . Cheng du ' s total retail value in 2022 will exce ed 900 billion yuan , and lux ury consumption is increasing with the increase in the aff lu ent population .
" Ch eng du is one of the most dynam ically growing cities in China , " said Aud ema Pig get , mana ging director for Asia Pacific . This is a great opportunity to bring our colle ctions to more customers first hand . "
Fe atures and Con cept of the Bou tique
The new store is located in the up s cale shopping area of Ta ikko Li in Cheng du , and the space of approximately 150 square met ers fully express es the world view of Od ema Pig ge . The store has a sele ction of master pie ces of int ric ate wat ches , including the brand ' s icon ic collection , the " Ro yal Oak " series .
Parti cular ly note worthy is the fact that there are also ex hibit ed wat ches limited to the Cheng du store and speci fication for the Chinese market . In doing so , we aim to offer a special experience for local colle ctors and watch lov ers alike .
Strateg ic development in the Chinese market
In recent years , Aud em ars P igu et has increased its focus on the Chinese market , and the opening of its Cheng du store is an important part of that . According to the company ' s research , China ' s lux ury watch market has continued to grow by an average of more than 15% per year since 2021, with particular attention being paid to the potential of in land cities .
Industry analy sts analy ze that " the opening of a bou tique in Cheng du is not just an ex pansion of sales loc ations , but a strateg ic investment aim ed at increasing brand aw aren ess and enhan cing customer engagement . "
Ex pect ed future develop ments
Aud ema P igu et plans to continue to expand in the Chinese market in the future , and it is also reported that it is consider ing opening st ores in Guang zhou and Shen zhen by 202 4. In particular , we will focus on a " dig ital " strategy that combin es digital marketing with physical store experiences .
The Cheng du Bou tique is also planning special events and technical explan atory semin ars for watch lov ers to com mem or ate the opening , and it is expected to play a role as a hub for dis sem in ating brand culture , not just a sales space .