Being cautious about a new market, H. Moser & Cie has been waiting for a long time before entering the Chinese market.

Edouard Meylan explained that the global trends indicate that people are discovering more independent brands like H. Moser & Cie have accelerated their moving to China. The brand achieved unexpected success by launching the first Chinese mainland boutique in Shanghai in April 2023.

"In year one of launching that boutique, we achieved the number that we were expecting for year three," said Bertrand Meylan, co-owner of H. Moser & Cie and CEO of MELB Luxe subsidiaries.

To further bond with Chinese consumers, the watchmaker launched a new watch-Endeavour Chinese Calendar Limited Edition- last year, enabling consumers to view traditional Chinese calendars.

"A lot of brands would put a dragon or other Chinese zodiac signs on the design, and we thought that as the master of movements, complications, and escapement, we want to make something that is technically innovative not just in design," Edouard Meylan said.

H. Moser & Cie now has boutiques and stores in both Shanghai and Changsha, Hunan province. In addition to opening its third boutique in Beijing on May 1, it is expected to open five stores in the next two to three years, Bertrand Meylan revealed.

"We think for us China is the number one priority market and the most strategic for the future. And we believe there are a lot of people who like what we do but don't know us yet. We will make sure that they will discover our brand, and we will continue to focus on this market for the future," Edouard Meylan added.