HYSEK opens its first boutique in Shanghai, China

Press release

Published April 4th, 2012 - 04:35 GMT

Al Bawaba

In a strategic move, the world renowned Swiss watch brand HYSEK has chosen China to reinforce its presence on the Asian continent, following the opening of its first boutique in Singapore two years back, at the heart of the Marina Bay Sands integrated resort.

The new boutique was opened recently in Shanghai and is located at Huaihai Middle road, renowned as one of Shanghai’s most elegant shopping streets. This 150sqm store will offer a stylish showcase for HYSEK fine watchmaking, presented in an avant-guardiste ambiance integrating architectural and contemporary design elements for a memorable shopping experience. The event was attended by many dignitaries including acclaimed movie star and singer Jaycee, son of legendary Hollywood star Jackie Chan, who wore a sparkling Io Jumping Hour.

Marianne Al Jord, Managing Director, International Business Group Dubai said: “We are pleased to open the new boutique in China as it is a potential market. The boutique provides an area of luxury, peace and exquisite style where precious wood is harmoniously combined with glass created to offer to the timepieces a perfect environment totally in line with their character.

“Place of reference for lovers of exceptional timepieces, HYSEK boutique employs a sophisticated architectural concept to showcase its enthralling universe and unique savoir-faire. In this distinguished setting, HYSEK has created a backdrop for its collections in complete alignment with its philosophy and positions itself as an ambassador for the brand on the Chinese market.”

Background Information

Jorg HYSEK

Since its origin, the HYSEK brand has imposed its “avant-garde” vision within the watch industry, which heckles and dares the difference to create a unique identity with its products. It celebrated its 10^th anniversary in 2008. The strong personality and singularity of its lines has contributed to enrich the traditional sector of the Swiss watch industry.

The HYSEK concept is characterized by very creative lines, with singular and distinctive cases with an eye for detail. Over the last three years, the HYSEK brand has been upgraded in a very significant way, positioning it in the high-end and luxury watch field by conducting a product oriented strategy with technically enhanced movements. Proper elements of the HYSEK identity are the dial displaying the numbers 1-5-7-11, but also the fold-over buckle, exclusive design of the brand in perfect continuity to the case. It focusses its main collection on complication timepieces thanks to enriched and sophisticated mechanical execution valued by cases of exception such as SYMPHONY (Minute Repeater Westminster Tourbillon).

Its other notable collections include Abyss, IO, Kilada, Rebel and V-King. The brand finally confirmed its legitimacy as a key player in the field of Haute Horlogerie thanks to the creation of its own manufacture. Today, it offers 7 watch lines with strong identity and recognizable style which distinguish themselves by a minimalist and refined style, harmonious shapes and volumes as well as an extreme care for details, finish and quality. A celebrity favourite, Jorg Hysek is the chosen watch of US President Barack Obama. HYSEK watch collections can be found exclusively at IBG-Group’s Majestic boutiques located at prestigious shopping venues in the UAE.