Cross-border E-commerce Drives Growth in Watch Exports

Cross-border e-commerce has become a new engine for growth in Chinese watch exports. Taking Fujian Province as an example, in 2024, companies exported 470 million yuan worth of watches to ASEAN through cross-border direct purchases, accounting for 95% of Fujian’s total watch exports to ASEAN during the same period. The General Administration of Customs has also introduced a series of policies to optimize cross-border e-commerce export supervision, such as eliminating the registration requirement for overseas warehouse companies for cross-border e-commerce exports, streamlining export document declaration procedures, and promoting cross-border e-commerce retail export return supervision across customs regions. These policies have created a more favorable policy environment for watch exports. Through cross-border e-commerce platforms, Chinese watch companies can reach overseas consumers more directly, reducing intermediaries and lowering costs. Furthermore, they can quickly adjust product strategies based on consumer feedback to meet the personalized needs of different markets, further driving the growth of China’s watch export business.