Step into any major electronics store in China and veritable teams of workers flock out of nowhere to move in for the kill. Nametags glint in the fluorescent lighting as employees shout news about their latest release and repeatedly ask the customer what he needs until he finally cracks under the pressure and surrenders his cash in exchange for an electronic device he wasn’t even sure he wanted. This phenomenon is not without cause: Chinese shoppers in electronic stores cited store personnel as the second most influential form of advertisement.

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The watch and timepiece industry has always been regarded as one of the most important luxury-oriented consumer sectors world-wide. As a daily accessory this industry has also benefited from the tremendous growth here in China but is facing severe competition between the domestic and international brands. Which watch manufacturer has the market share in China? What are the potential niche segments here? And how do local consumers make their purchase decisions? Do their purchase behaviors differ from city to city? Are people collecting watches as a hobby? Our Watch Omnibus study will try and answer the above questions and provide you with an overview of the market conditions here in China. Another focus of our research is to find various trends in the local watch market.

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