Launching the Astrolink “Geneva Edition”: A Global Marketing Success
Astrolink chose me to lead their branding and digital marketing strategy for the Geneva Edition’s Chinese market launch—here’s how my European expertise helped position the brand for success.
When Astrolink, a premium smartwatch brand by Chinese manufacturer BeiDou, decided to launch their flagship Geneva Edition, they turned to me to create a branding and digital marketing strategy that would connect the product’s Swiss prestige with their core Chinese audience.
Leveraging my background in branding, digital marketing, and cross-cultural business, I led a campaign that positioned Astrolink’s Geneva Edition as a luxury smartwatch, rooted in Swiss watchmaking excellence, while optimizing their digital presence and driving impressive results in the competitive Chinese market.
The Mission
Astrolink needed more than just a standard product launch—they needed a brand narrative that would merge Swiss craftsmanship with cutting-edge Chinese technology. I was tasked with bringing this vision to life, leading the marketing strategy and ensuring that every aspect of the campaign resonated with their target audience while maximizing sales.
As the head of marketing for this project, I designed a multi-faceted strategy focusing on branding, digital marketing, and eCommerce optimization ensuring that every touchpoint—whether digital or in-person—reflected the product’s exclusive nature.
The Strategy
Branding & Market Positioning
My first priority was to position the Geneva Edition as a luxury item that embodied Swiss watchmaking heritage. I worked closely with both the Swiss and Chinese teams, advising on how to align the product’s identity with the values of precision, luxury, and tradition. The messaging was crafted to resonate with a discerning Chinese audience, capitalizing on the international prestige of Geneva as a watchmaking hub.
Content Creation & Visual Storytelling
I conceptualized and directed the creation of high-end promotional content shot in Geneva and La Chaux-de-Fonds, the heart of Swiss watchmaking. These videos emphasized the Swiss origins of the Geneva Edition, blending scenic shots of Swiss landmarks with sleek product showcases to evoke a sense of prestige and exclusivity. My goal was to visually narrate the product’s journey from the heart of Switzerland to the wrists of Chinese consumers.
Pop-Up Store & Local Presence
To ground the product in its namesake city, I orchestrated a pop-up store event at Gare Cornavin, Geneva’s central train station, generating buzz in both the Swiss and international markets. This not only created local visibility but also provided rich content for our online campaigns, reinforcing the connection between Astrolink and Swiss excellence.
Digital Marketing Campaign
For the online component, I developed and executed a targeted digital marketing strategy focused on Chinese platforms like WeChat, Weibo and Douyin (TikTok). I created specific audience segments to target consumers interested in luxury, technology, and Swiss-made products, driving engagement and conversions with carefully crafted ad campaigns. The messaging revolved around the uniqueness of owning a Swiss-inspired product, creating an emotional connection with potential buyers.
eCommerce & Analytics
To ensure maximum conversion rates, I oversaw the development of a conversion-optimized eCommerce platform that was fully integrated with Astrolink’s existing digital infrastructure. I set up advanced analytics using Google Analytics and WeChat Insights, allowing us to monitor performance in real-time and adjust the strategy based on data-driven insights. This constant analysis allowed me to fine-tune campaigns, driving a higher return on ad spend (ROAS) throughout the campaign.
The Results
The Geneva Edition’s launch was a resounding success, thanks to the cohesive branding and digital marketing strategies that positioned the product as a must-have luxury item in China.
In the first month, the launch campaign achieved:
¥18’500’000 (≈$2’500’000) in gross sales.
5’000 watches sold.
¥3’699 (≈$520) average order value of per customer.
300% increase in sales compared to pre-launch figures.
By seamlessly blending Swiss luxury with Chinese market trends, I was able to deliver a campaign that not only drove significant sales but also reinforced Astrolink’s brand as a premium, aspirational product. This launch laid the groundwork for their future expansions into Europe and beyond.
Geneva Pop-Up Store
Promotional Video
A glimpse of the Astrolink “Geneva Edition” launch at the Gare Cornavin pop-up store, showcasing the product’s Swiss roots in a global context.
La Chaux-de-Fonds
Promotional Video
Highlights from the promotional campaign filmed in La Chaux-de-Fonds, emphasizing the Swiss craftsmanship behind the Geneva Edition.