East meets West in Emile Chouriet watches
Immersed in a culture where traditions are part of their everyday lives, Chinese consumers have deep appreciation for commodities that showcase meaningful heritage. This is why brands such as Emile Chouriet developed a loyal following in China.
Immersed in a culture where traditions are part of their everyday lives, Chinese consumers have deep appreciation for commodities that showcase meaningful heritage. This is why brands such as Emile Chouriet developed a loyal following in China.
Telling a story of quality craftsmanship that spans generations, Emile Chouriet gives life to exquisitely crafted timepieces that offer the wearer a piece of Swiss watchmaking history.
Founded in the 1700s, Emile Chouriet has always focused on the sustainable quality of its watches. Based in Geneva, where high-quality components are readily available, Emile Chouriet trains its watchmakers to combine state-of-the-art technology with centuries-old Swiss watchmaking techniques.
"Quality comes first. My ancestors passed on this legacy from the 17th century. We are committed to know-how transmission to ensure a good future for the company," says CEO Jean Depery.
The main collection under the Emile Chouriet brand is Les Ailes du Temps. The company continues to improve the movement and the look of the watches in this line and will be releasing a new version in time for the annual Baselworld exhibition taking place this month. Emile Chouriet's Swiss quality and competitive price point appeal to Chinese consumers, who are increasingly developing tastes for more luxurious products. The company's extensive customer base in China brings 95 per cent of Emile Chouriet's watch sales.
"We owe it to our good relations with the people in China. Our European and Chinese teams work in close collaboration to develop designs that appeal to both cultures," Depery says.
Reaching out to a wider clientele, Emile Chouriet plans on opening 20 to 30 new points of sale (POS) in China this month to bring its POS total in Asia up to 300. Closer to home, the company also aims to expand its presence to tourist capitals such as Paris, Berlin and Milan.
http://www.emile-chouriet.ch
