SECULUS succeeds towards Asian expansion

Understanding cultural nuances to design timepieces that appeal to Chinese sensibilities is the strategy that ensured the success of Swiss watch manufacturer SECULUS International on the mainland.

Just two years after entering the Chinese market through its distributor, Shanghai WaiGaoQiao Horological International Trade, SECULUS already plans to double this year its 36 points-of-sale spread throughout the mainland. SECULUS is studying partnerships with companies in Hong Kong and Singapore to expand its distribution and attract a larger base of Chinese customers in the region.

"Since we started our collaboration on the mainland, the growth has been encouraging. We see the confidence of the Chinese people in the SECULUS brand and this is why we're planning a big expansion this year," says director Ernesto Muller.

The Latin word SECULUS translates to "century" and has been used to mean "the passing of time". The company chose the name to signify its long-term commitment to offering Swiss-quality timepieces.

SECULUS manufactures its watches in a factory at the Jura Mountains, renowned as the heart of watch-making tradition in Switzerland. The company initially produced watches for the Brazilian market. As the brand gained popularity and success in Brazil, SECULUS expanded its coverage to include Europe and Russia, the Middle East and China.

Combining traditional and modern methods of watchmaking, SECULUS offers three basic watch ranges. The "Classical Collection" is particularly popular in China. Interest is also increasing in China in the SECULUS "Sports Collection" and the "Design Collection" - both of which are very successful lines in Europe, Russia and the Middle East.