Chinese Timekeeper Ltd, The 中華時計匠有限公司
- HKGCC Membership No. :
- HKC1027
The Chinese Timekeeper
Fiona Chui: Why did you decide to develop a brand for Mainland Chinese mechanical watches?
Adrien Choux: China’s heritage and association with timepieces is unique. China is also the manufacturing center of the world. We are proud to tell our customers that our timepieces are 100% crafted in China; and why shouldn’t we? The quality of craftsmanship in China is getting better and better, and for those who understand mechanical watches, they know that many Swiss watches are fabricated in China – whether it’s the strap, the case or the dial. These timepieces are merely assembled and inspected in Switzerland.
FC: What about brand and prestige? Wouldn’t people prefer to buy a Swiss or French brand?
AC: The average price of our timepieces is HK$20,000, for which you could buy a Longines, Rado or Tudor watch. They are Swiss made, but many timepieces sold today look very much like one that your grandmother might have bought half a decade ago. What’s more, your grandmother’s friend, your mother and your friends all wear the same watch!
Of course some consumers prefer to stick with established brands, but there are also others who want a quality watch that is unique, such as ours. For example, our first collection has six designs, and we limited production to just 168 pieces, so it is highly unlikely you would ever meet someone wearing the same watch.
FC: Are you planning to increase production?
AC: The French business mentality is very different from the Chinese mentality. Chinese businessmen want to make money on the first day that they start business. My goal is to first build a well-known brand. I don’t expect to make a profit in the first three years. However, I expect The Chinese Timekeeper brand to gain recognition in four to five years’ time. So far, we have already opened our first shop, launched our first collection at the Basel Watch Fair and received a lot of positive coverage in the media about our brand and quality.
We are about to launch our second collection, with one of the pieces being inspired by the dragon. The price is HK$62,800, and production is limited to only 18 pieces. Next year, I plan to launch the third collection, particularly smaller sized watches for ladies.
FC: Where do you get your inspiration from for designs?
AC: My inspiration comes from China’s heritage. For instance, the case of our timepieces is composed of four columns, which is reminiscent of the ancient Chinese pagoda. We use an image of Su Song (1020-1101 AD), a renowned Chinese scholar, who invented a water-driven astronomical clock tower in the old days, which we print on the dial in the 12 position.
FC: Wanchai isn’t known for stores selling branded goods, especially watches, so why did you choose to open a shop next to the Blue House?
AC: First, I live very close by. Second, there are many old buildings in the neighbourhood which creates a nostalgic atmosphere of old Hong Kong. It is true that the foot traffic is not brilliant here, but I think it is a good option for a new brand, as the rent here is much more affordable than in IFC. It is our responsibility to market our brand to encourage potential customers to visit our shop.
