Swiss watch brand Ernest Borel will make its debut at the China International Import Expo this year and unveil commemorative watches that mark the 165th anniversary of the founding of the brand, said Wen Dishi, executive director assistant of Citychamp Watch & Jewellery Group Limited, the owner of the brand.

According to the company, its participation in the 4th CIIE this year will be a meaningful experience as well as a golden opportunity to bring the brand closer to the Chinese market and consumers. Founded in 1856, Ernest Borel entered China as early as in 1903.

Over the past few years, the brand has witnessed the rapid development of the domestic watch industry and the huge potential of China's mid-to-high-end consumer market in the future. This is one of the main reasons why it decided to participate in the CIIE, according to Wen.

Wen added that the company's turnover in China is expected to grow by over 50 percent because of its participation in the expo.

Yang Hong contributed to the story