They say local creativity could help turn watches from simple timekeeping devices Chinese manufacturers are seeking partnerships with Kenyan importers, retailers, distributors and wholesalers that can help expand the reach of their products across the domestic and regional markets.
/HANDOUT Chinese watch manufacturers are targeting Kenya’s relatively low watch-wearing culture as an opportunity to grow sales and establish the country as a gateway to the wider East African market. Manufacturers from Hunan province are seeking to deepen their presence in Kenya by moving beyond the supply of finished watches into distribution partnerships, private-label manufacturing, original equipment manufacturing (OEM), original design manufacturing (ODM) and other long-term supply arrangements.
China already supplies significant volumes of watches to Kenya, Tanzania and Uganda. Manufacturers are now seeking to strengthen regional distribution networks and establish direct relationships with local businesses to increase market penetration. Hunan-based LOOKWORLD sales manager Eric Liwai said Kenya presents an opportunity because its watch market is less crowded than some other African markets.
“I don’t see so many watch shoppers. Because the last two months I went to the Nigerian market, there were maybe 3,000 to 5,000 shoppers, and they are very competitive. But in Kenya it’s different. I don’t see so many watch shoppers, so they are not very competitive.
And I’ve seen profitable markets here,” said Liwai. He said Kenya’s transport and logistics infrastructure also gives it an advantage as a regional trading hub, allowing manufacturers and distributors to serve neighbouring markets. “The transportation in Kenya, I think it’s going to be a great, very great advantage for the Kenya market.
Because in Kenya, there are a lot of ports. This will help a lot of countries from Africa to move goods through the Kenya market to their own country,” he said.