Skip to main content

Agenda-setting intelligence, analysis and advice for the global fashion community.

Brands Invest Big in China’s Booming Watch Market

Mainland China is now the number one export market for Swiss watches, but some luxury watchmakers risk becoming over-reliant on the region.

Actor Li Yifeng attends press conference for spokesman of Swiss watch Tag Heuer at Grand Gateway on July 1, 2015 in Shanghai, China. Getty Images. — Actor Li Yifeng attending a press conference for Swiss watch Tag Heuer in 2015 in Shanghai, China. Getty Images.

By

Casey Hall

15 June 2021

BoF PROFESSIONAL

One of many business milestones that have been overshadowed by much bigger news relating to the pandemic is the fact that mainland China became the world’s number one destination for Swiss watches last year, displacing Hong Kong’s decade-long reign at the top of the list.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

In This Article

Topics

China

People

Pablo Mauron

Organisations

Audemars Piguet

Tags

Watches

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from China

On-the-ground intelligence and insights from the world’s largest fashion market.

This Week: What Moncler, Estée Lauder Have to Say About China

This Week: What Moncler, Estée Lauder Have to Say About China

An emerging narrative this earnings season is that China’s troubled fashion market is stabilising. This week’s results will put that theory to the test.

Trump Extends China Truce for 90 Days, Averting Tariff Hike

Trump Extends China Truce for 90 Days, Averting Tariff Hike

Had the truce not been extended through Nov. 10, US tariffs on Chinese goods would have jumped to at least 54% starting on August 12.

Estée Lauder Companies, L’Oréal Suffer as China Duty-Free Spend Continues to Fall

Estée Lauder Companies, L’Oréal Suffer as China Duty-Free Spend Continues to Fall

The once-promising Chinese travel retail market is showing little signs of recovery, causing global beauty giants to reevaluate their strategies and reduce promotions.

Why China’s Gold Jewellers Are the Envy of Global Brands

Why China’s Gold Jewellers Are the Envy of Global Brands

With soaring profits and rapidly expanding store networks, ‘heritage-gold’ jewellery brands like Laopu Gold and Lao Feng Xiang are red-hot in China’s otherwise tepid luxury market.

Latest News & Analysis

Unrivalled, world class journalism across fashion, luxury and beauty industries.

What Stops Beauty Shoppers From Buying More

Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.

Underdays and Foundrae Are Hiring on BoF Careers

Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.

Can Lake Translate Success in Sleepwear Outside the Bedroom?

The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

CONNECT WITH US ON

© 2026 The Business of Fashion. All rights reserved. For more information read our , , and .