QI Group makes Cimier tick

Eswaran: It’s the marriage of tradition and innovation that makes the watch industry so captivating and enduring.

DATUK Seri Vijay Eswaran is a busy man. With the QI Group’s interests in education, travel and leisure, luxury, direct selling and retail, its executive chairman has divided attention as he leads the company globally.

As time is a valuable commodity for him and an integral part of the QI Group, the acquisition of independent Swiss watch manufacturer Cimier in 2006 is apt.

Cimier, which produces both mechanical and quartz watches is headquartered in Biel, Switzerland. It was founded in 1924, and is one of the few watch makers that boast a legacy of a century or more.

Eswaran says the acquisition of Cimier was motivated by necessity.

He explains that QI Group is involved in direct selling. One of its earliest product lines focused on a series of unique coin watches, which had a commemorative gold coin for its watch face.

“At that time, we were working with an external supplier to produce these watches,” he adds. “Over time, we realised our watch business was growing steadily.

“However, there were supply issues and we realised that it would be best for us to directly control critical aspects such as design and production instead of relying on external parties. This led to the decision to acquire a watch-making company.”

Timely investment

Eswaran says the pieces fell in place at the Basel Watch Fair in Switzerland in mid-2006.

“It was the world’s biggest exhibition for the watch industry. That is where we came across Cimier. After weighing our options, we decided that Cimier met our needs and the deal was concluded a few months later.”

He says the allure of Cimier was its rich history and legacy, along with its positioning as an affordable luxury brand.

“After the quartz revolution of the 70s into the 80s, there was a significant impact on mechanical watch production, leaving many established watch brands that had been around for decades to cease production.”

“In some cases, these brands had histories of over a century or more. Some were family-owned, passed down through the generations and they became available for acquisition.”

Another enticing prospect was that Cimier was still an operational brand with an atelier and experienced craftsmen.

This allowed the group to immediately go into production from point of acquisition.

“We didn’t have had to start from scratch — we just needed to carry on the business albeit with proposed ideas from our end. The previous owners were keen, and it all worked out well for everyone.”

Building on legacy

Cimier has flourished since the acquisition with in-house design and luxury timepiece assembly despite some initial challenges, mainly reconnecting the brand with its original DNA.

Eswaran says given trends at that time, Cimier had become eclectic with around 200 different SKU models. To overcome this deficit, the group devised a strategy to redefine Cimier’s identity.

“We created specific designs, worked with specific movements and drew inspiration from its heritage while designing for a new generation of watch connoisseurs.”

With a projected annual distribution of around 20,000 watches then, having complete control over the designs, detailing and supply chain was essential for the brand’s growth.

A standalone boutique was opened in Zurich, but eventually the brand shifted its focus to online and with specific distributors to be better aligned with the changing market. In 2010, the group launched a key Cimier feature – the Watch Academy.

“Here customers can experience the art of watch-making first-hand. We invite customers to our workshop to choose and build their own watch, which creates a bond quite unlike anything else in the industry,” says Eswaran.

Looking to the future

The group plans to elevate Cimier’s name further. One of the key pieces to commemorate the 100th anniversary of the brand is the Cimier 711.

Eswaran opines that the limited-edition watch serves as the perfect showcase of the brand’s craftsmanship and its rich history.

“It’s inspired by the iconic Cimier Sport from the 1960s, featuring a unique dial layout with chronograph counters at 7 and 11 o’clock,” he says excitedly.

The brand will also move into new realms, including sustainability, producing more watches with environment- friendly materials.

“This includes straps with specific environment-friendly dyes and recycled materials to reduce our carbon footprint,” he says. “The goal is to remain innovative while being responsible stewards of the environment.”

As a Malaysian company plying its trade in the Swiss watchmaking business, QI Group remains in a space few have dared to venture into. But Eswaran finds excitement in being a part of the industry.

“Swiss-made watches, in particular, represent the pinnacle of precision engineering and artistry, steeped with centuries of tradition behind every piece,” he enthuses. “It’s this marriage of tradition and innovation that makes the industry so captivating and enduring.”