In the world of timepieces, few words are as attractive as "Swiss-made". Offering genuine Swiss craftsmanship at an affordable price, family-owned Jowissa Watches captures Asia's growing appetite for mid-range luxury watches. Based in Bettlach, a Swiss village with a watchmaking heritage dating back to the 18th century, Jowissa's founder Josef Wyss succeeded in delivering what only a few watch brands could. He made watches so distinct and luxurious in character that customers could recognise them even without the logo. "Our DNA has remained the same - offering watches that are fashionable jewellery-like pieces with genuine Swiss quality and the finest materials," says business development manager Mladen Brcina. The brand offers about 350 watch models across nine collections catering to a variety of fashion-forward customers. Its Safira series features a solid diamond cut sapphire. The J5 collection comes with enchanting multifaceted crystals. Experimenting with melted metal on crystal that covers the whole watch, the Roma series is Jowissa's entry-price collection. Building on its success, Jowissa will unveil its most creative collection yet at BaselWorld 2013 next month. From catering to Asian tourists in Switzerland to the growing trend for low-key fashionable luxury, the company is venturing on a fast-growing consumer base in greater China and Asia. The region accounts for nearly 10 per cent of the company's total turnover. With three branches on the mainland and similar sales and service outlets in Hong Kong, Singapore, Taiwan, South Korea, Japan and Malaysia, Jowissa is open to answering the market demand with local partners. Partners will have the rare opportunity to offer Swiss-made mid-market timepieces as consumer appetite peaks in the region. "We have mastered the culture of quality and design in Switzerland and are excited to bring this to Asia," Brcina says. Jowissa Watches www.jowissa-watches.com
