| Special Reports 專 題 報 導 |<strong>The</strong> Chinese Timekeeper中 華 時 計 匠Frenchman Adrien Choux set up <strong>The</strong> Chinese Timekeeper in 2010 with the dream <strong>of</strong> developing his own watchbrand with mechanical watches made in China. <strong>The</strong> entrepreneur recently opened his first shop in <strong>Hong</strong> <strong>Kong</strong>just in time for the launch <strong>of</strong> his second collection <strong>of</strong> watches. Fion Chui dropped by to learn more abouthis ambitious plans.來 自 法 國 的 安 德 烈 於 2010 年 在 香 港 設 立 公 司 , 夢 想 創 立 屬 於 自 己 的 中 國 製 機 械 腕 錶 品 牌 ── 中 華 時 計 匠 。 這 名 企 業 家 最 近 在 港 開 設 了 首 家 店 舖 ,正 好 趕 上 公 司 第 二 個 腕 錶 系 列 的 推 出 。 徐 惠 兒 特 意 登 門 造 訪 這 家 位 於 灣 仔 石 水 渠 街 的 新 店 , 了 解 安 德 烈 的 鴻 圖 大 計 。Fiona Chui: Why did you decide to develop a brand forMainland Chinese mechanical watches?Adrien Choux: China’s heritage and association with timepiecesis unique. China is also the manufacturing center <strong>of</strong> theworld. We are proud to tell our customers that our timepiecesare 100% crafted in China; and why shouldn’t we? <strong>The</strong> quality<strong>of</strong> craftsmanship in China is getting better and better, and forthose who understand mechanical watches, theyknow that many Swiss watches are fabricated inChina – whether it’s the strap, the case or thedial. <strong>The</strong>se timepieces are merely assembledand inspected in Switzerland.FC: What about brand and prestige?Wouldn’t people prefer to buy a Swiss orFrench brand?AC: <strong>The</strong> average price <strong>of</strong> our timepiecesis HK$20,000, for which youcould buy a Longines, Rado or Tudorwatch. <strong>The</strong>y are Swiss made, but manytimepieces sold today look very muchlike one that your grandmother mighthave bought half a decade ago. What’smore, your grandmother’s friend, yourmother and your friends all wear thesame watch!Of course some consumers prefer tostick with established brands, but there arealso others who want a quality watch that isunique, such as ours. For example, our firstcollection has six designs, and we limited productionto just 168 pieces, so it is highly unlikely youwould ever meet someone wearing the same watch.FC: Are you planning to increase production?AC: <strong>The</strong> French business mentality is very different from theChinese mentality. Chinese businessmen want to make moneyon the first day that they start business. My goal is to firstbuild a well-known brand. I don’t expect to make a pr<strong>of</strong>it inthe first three years. However, I expect <strong>The</strong> Chinese Timekeeperbrand to gain recognition in four to five years’ time. S<strong>of</strong>ar, we have already opened our first shop, launched our firstcollection at the Basel Watch Fair and received a lot <strong>of</strong> positivecoverage in the media about our brand and quality.We are about to launch our second collection, with one <strong>of</strong>the pieces being inspired by the dragon. <strong>The</strong> priceis HK$62,800, and production is limited to only18 pieces. Next year, I plan to launch the thirdcollection, particularly smaller sized watchesfor ladies.FC: Where do you get your inspiration fromfor designs?AC: My inspiration comes from China’sheritage. For instance, the case<strong>of</strong> our timepieces is composed <strong>of</strong>four columns, which is reminiscent<strong>of</strong> the ancient Chinese pagoda. Weuse an image <strong>of</strong> Su Song (1020-1101AD), a renowned Chinese scholar, whoinvented a water-driven astronomicalclock tower in the old days, which weprint on the dial in the 12 position.FC: Wanchai isn’t known for stores sellingbranded goods, especially watches, so whydid you choose to open a shop next to theBlue House?AC: First, I live very close by. Second, there aremany old buildings in the neighbourhood whichcreates a nostalgic atmosphere <strong>of</strong> old <strong>Hong</strong> <strong>Kong</strong>.It is true that the foot traffic is not brilliant here,but I think it is a good option for a new brand, asthe rent here is much more affordable than in IFC. It is ourresponsibility to market our brand to encourage potential customersto visit our shop.30 June 2012 <strong>The</strong> Bulletin 工 商 月 刊
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