Officine Panerai's boutique in Hong Kong. Photos Provided to China Daily

An Omega watch was the first to the moon, in 1969, so the label often has an astronaut's spacesuit at its stores.

When we took a tour of the Officine Panerai boutique, two customers were discussing watches with assistants in the VIP zone.

"I would say our clients have strong personalities and good taste. They are from 30 to 50 years old and are usually successful in their careers, " says Jean-Sebastien Gerondeau, managing director of Officine Panerai Asia Pacific.

"They are looking for something different, something unique within the luxury sports watch sector."

Like Officine Panerai, more watch labels are employing technical equipment to show off their watches.

Altiplano, the thin timepiece produced by Swiss luxury watchmaker Piaget, is fixed onto a machine which turns 360 degrees, so clients can see it from all angles.

The label has another watch, Twice, which has two faces, on the front and back. If a customer observes one side, he will miss the other side.

In Piaget's boutique, when this watch is presented, a small mirror is put behind it, so that consumers can see the two sides at the same time.

gantian@chinadaily.com.cn