Five niche designer watch brands made in Hong Kong that appeal to millennials for whom fashion trumps function
As young consumers focus more on timepieces that fit their personal style, the market for designer watches is growing rapidly. We look at some of the Hong Kong brands leading the pack, including Anicorn, Squarestreet and Auteur
Last year, Hong Kong lost its spot as the number one market for luxury watches (the title went to the US instead). While this might not have boded well for Swiss watchmakers, it provided an opportunity for independent Hong Kong watch brands to flourish on home turf.
“Hong Kong was a big watch manufacturing hub during the 1960s and ’70s before the factories moved to China,” says Baptiste Guedez, co-founder of Auteur watches. “There are a still a few workshops that have survived, so when I launched our brand I wanted to tap into this local knowledge and savoir faire, while supporting an activity that has all but disappeared here. Hong Kong has the heritage, which is why we’ve seen so many local watch brands emerge.”
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Brands such as Auteur are filling a growing niche in the market for design-led watches, known as “designer watches”. These brands are following in the footsteps of international ones such as Daniel Wellington and Uniform Wares which, unable to compete with Swiss craftsmanship, appeal to a different audience altogether by focusing on design instead.
“The marketing of these brands is very different, as it’s not focused on VIPs and collectors, but a younger audience that is reached through social media.”
