The Export Path of Time-Honored Watch Brands

Shanghai and Seagull, both time-honored Chinese brands with 69 years of history, enjoy high brand recognition and a strong reputation in China. Now, they have also embarked on the export journey. Shanghai Hanchen Watch Group’s “Shanghai” and “Seagull” watches achieved their first export in May. Prior to this, they had accumulated a stable annual overseas transaction volume of approximately US$1.5 million through overseas e-commerce platforms and social media accounts. To successfully export, companies face numerous challenges. The global watch market is dominated by internationally renowned brands. Establishing a brand in emerging markets requires re-identifying sophisticated consumers, facing competition from international brands, and navigating cultural differences in overseas markets. They also need to optimize their products and build teams familiar with the local market and industry. However, Chinese companies also have their own advantages. Besides relatively affordable prices, China offers high-quality supply across the watch industry chain, including components and exterior parts, which will help reshape the brand matrix. In the future, China’s overseas expansion will begin with culturally similar Southeast Asian countries and countries participating in the Belt and Road Initiative.