Watch brand taps classic movies

Swiss luxury watch brand Jaeger-LeCoultre has restored more than 10 old Chinese films, including the 1973 classic, Outside the Window.[Photo provided to China Daily]

"His image, understanding of things and outstanding taste coincide with Jaeger-LeCoultre. At the same time, his youthful, vibrant and elegant figure brings us more attention from younger consumers," says Guillain Maspetiol, managing director of Jaeger-LeCoultre North Asia.

"We hope to keep in touch with Chinese customers and cultivate their affection for our brand."

The Chinese are the most important clients of Jaeger-LeCoultre, Maspetiol says.

The brand now has more than 10 boutiques in major cities in China. It opened boutiques in Tianjin and Dalian this year.

With a large part of Chinese consumers coming from the younger generations, it is crucial to communicate with the millennials, says Maspetiol.

"Some watchmaking brands joined digital business platforms in China like T-mall and JD. And Jaeger-LeCoultre opened an online sales platform at the end of last year in order to keep in touch with consumers and provide a more convenient purchasing method. I think it is better to combine online platforms with offline boutiques to provide consumers a better experience," he says.