Titoni makes time for Expo

Luxury brands are becoming more and more popular for Chinese consumers and are making a mark at Expo 2010 Shanghai. Titoni, the Swiss handmade wristwatch brand, will take part in the Expo as an official partner of the Swiss Cities Pavilion.

Daniel Schluep, chief executive officer of Titoni Ltd, said Titoni had a strong wish to become part of the first Expo in China.

"The relatively simple but eye-catching pavilion within the Urban Best Practice Area intends to communicate the same values as our company and we decided to become a partner immediately," he said.

Today's Chinese shoppers swoon over luxury brands like Louis Vuitton and Chanel. Titoni has had this same significance for years among Chinese consumers, representing luxury, value and pride. Titoni owners in China often pass on their timepieces to younger generations as cherished gifts.

In 2009, Titoni celebrated its 90th anniversary. And the 90-year-old brand is planning to augment its presence and polish its sheen in China, an emerging consumer market.

"Titoni is an independent company founded in 1919 by my grandfather. Since its founding, we have always concentrated on the manufacturing of high-quality, mechanical timepieces," said Schluep.

Schluep said Titoni entered China in the 1950s, after a trade delegation visiting Switzerland purchased a small quantity of their watches. Since then, this Swiss watch brand has built a legendary connection with the consumers on the other side of the globe.

Titoni currently has almost 700 retail outlets and 14 Titoni boutiques in the mainland and Hong Kong.

Although Switzerland has many famous watch brands, Titioni distinguishes itself in that it not only serves wealthy people, but opens its arms to a broader consumer base with a reasonable price range and undiscounted quality.

"It's affordable for every man who is looking for an excellent and precise timepiece," said Schluep.

"Although we have experienced many ups and downs during the last 90 years, the company enjoys steady growth," he said. "We are not a fashion brand launching regularly new designs with noisy marketing and PR events. However, we are an honest, quality oriented brand with a long-term responsibility toward the consumer, and these values are appreciated by old and new clients alike."

China Daily

(China Daily 05/07/2010 page36)