Many different faces

All eyes are on Hong Kong as it debuts the region's Watches&Wonders fair. With its clear focus on customers, the event is being used by brands to leave a lasting impression on the Asian audience.

Georges Kern, CEO of IWC, says Asia is a valuable market of "utter importance", and the fair is an opportunity to give visitors insight into the Swiss company's heritage and values.

"This trade fair will give us a chance to explain who we are and what we offer to all the Asian guests who are passionate about the craftsmanship and the intricate engineering of our timepieces," Kern says. "It will give a close insight and deeper understanding of how IWC crafts masterpieces of haute horlogerie. We are happy to have this excellent platform to showcase our achievements and demonstrate the brand's multifaceted character."

IWC is set on becoming a globally recognised benchmark for engineered men's watches and is using the growth of Asia's luxury goods market to expand its presence in the region.

Two of its three flagship boutiques have opened in Hong Kong and Beijing. And last year, the watchmaker launched a Chinese Year of the Dragon special edition watch in appreciation of Asian customers and their cultural heritage.

Watches&Wonders' focus on customers, collectors and connoisseurs sets it apart from the annual Geneva-based Salon International de la Haute Horlogerie (SIHH) trade show by giving visitors a behind-the-scenes view of advanced technology and sophisticated mechanisms, which Asian customers are keen to learn, Kern says.