Photo/Liu Ling (NBD)

Swiss watchmaker Swatch launched a collaborative collection with Chinese singer and actor Wang Junkai to boost sales among the country's growing number of Millennials.

During the launch event in Beijing on Thursday, the venue was crowded with passionate fans waiting outside to see Wang, a member of one of the country's hottest boy bands, TFBoys, who count over 71 million followers on Sina Weibo, a Chinese social media platform.

"I'm grateful for the support from Swatch, and very glad to have the opportunity to be involved in the design process. I enjoyed the journey very much - it was a memorable lifetime experience. This collaboration not only inspired me, it also gives me a great feeling of accomplishment," Wang said.

"Our energetic character and rebellious spirit have always inspired younger generations globally to explore the infinite possibilities of their life's long journey and motivated them to fearlessly express themselves. Swatch is proud to support Wang to showcase his creativity and singular charm with this collaboration opportunity," said Molly Gu, vice president of Swatch China.

Earlier last year, Swatch group's financial report said that the consumption power of younger consumers, especially Millennials, led to soaring sales performance. Appointing Wang as the brand's ambassador in China marked the group's strategy to attract the growing number of Millennials in China. Last January a number of the brand's watches were quickly sold out on its online shop on Taobao after Wang attended Swatch's branding event. 

Email: tanyuhan@nbd.com.cn