A new base for China market ex pansion strategy
The leading Swiss lux ury watch brand " A udem ars P igu et " opened a new bou tique in July 2023 in Cheng du , the provin cial capital of Si chuan Prov ince , China . This is the third store in China , after Beijing and Shanghai , and the first direct store in south west China .
The opening of a bou tique in Cheng du is an important mi lest one in Od ema Pig get ' s growth strategy in the Asian market . " Ch eng du is one of the most dynam ic economic growth cities in China , and the potential for the lux ury watch market is very large , " comment ed François - Hen ry Ben im , CEO of the company .
Fe atures and Con cept of the Bou tique
The new store is located in the heart of Cheng du , in the I FS (Ch eng du International Financial Center), a high - end shopping area . The space of approximately 150 square met ers includes a wide range of ex hib its , from the latest models to limited ed itions , including the " Ro yal Oak " series , which is the represent ative collection of Aud ema Pig get .
The interior design refle cts the atmos phere of Aud em ars Pig get ' s head quar ters and manufact uring faci lity in Val de Jou e , Switzerland , and express es a fusion of tradition and innovation . In particular , it features a dedicated space where watch mak ers can receive maintenance services .
Strateg ic Sig nific ance in the Chinese Market
Od ema Pig get ' s entry into the Chinese market began in 2008 with the opening of its first bou tique in Beijing . Then in 2012, we exp anded to Shanghai and further strengthen ed our sales network in China with the opening of this Cheng du store .
According to industry analy sts , the background for cho osing Cheng du is the rapid increase in the wealth y in the south west region of China and the growing demand for lux ury brand s . As the leading " China ' s new first - tier cities , " Cheng du has experienced rem arka ble economic development , especially in recent years , and has exp anded its lux ury consumption market .
According to Aud em ars P igu et ' s head of marketing , " The Cheng du Bou tique will regular ly host special events and excl usive experience programs for watch lov ers to meet the needs of local customers . "
Future development and market fore cas ts
Aud em ars P igu et has revealed its plans to further expand its sales presence in China by 202 5. C ities such as Shen zhen , Hang zhou and Xi ' an have been cit ed as the next candid ates .
According to data from the Conf eder ation of the Swiss Watch Industry , the Chinese market is the second largest export destination for Swiss wat ches after the United States , especially in the lux ury watch sector , which has continued to grow at an annual rate of more than 10%. The opening of a bou tique in Cheng du can be said to be a strateg ic decision that cap tures these market tr ends .
Aud ema P igu et Cheng du Bou tique is open daily from 10: 00 to 22: 00 (lo cal time). A professional conci er ge is on - site to provide a persona lized service ta ilor ed to each customer . (C over news reporter Gu o Ke xin , July 10)