Hong Kong–based investment company China Haidian, which owns two of the four leading brands in China, acquired 100 percent of the business from the Dreyfuss family, which founded the company in 1895.

The group’s new brands thus include Rotary, Dreyfuss & Co. and J&T Windmills.

HON Kwok Lung (Chairman of China Haidian)

In addition to its leading position in the UK mid-price watch market, in recent years the Dreyfuss Group has successfully implemented a strategy of international growth as it has expanded its brand presence into over 45 countries.
The Group’s international business encompasses the Far East, including Hong Kong and China, as well as the Middle East, through a mix of regional retailers and third party distributors, and the group was recently recognized for its exceptional international sales growth, with a listing in the 2013 Sunday Times International Fast Track awards of the UK’s 200 fastest growing privately owned companies.

The Chelsea FC Special Edition 2013/14 from Rotary Watches

Asia is a strategic region for growth for, given the extensive market potential in the region for brands positioned in the mid-market ‘sweet spot’. There is huge untapped demand among Asian consumers for the Group’s affordable Swiss-made range of timepieces, backed up by 118 years of Swiss watchmaking heritage.
This strategy lies behind Rotary’s recent signing of a four-year-sponsorship deal with Chelsea Football Club (cf. Europa Star 2/14), which has a huge highly engaged and fast-growing Asian fan base, which will by association, fuel high levels of brand awareness for Rotary in this all important region.

Source: China Haidian