Launching the Astrolink “Geneva Edition”: A Global Marketing 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

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.

¥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

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

Highlights from the promotional campaign filmed in La Chaux-de-Fonds, emphasizing the Swiss craftsmanship behind the Geneva Edition.