ABSTRACT
This chapter tells the story of how the Swiss watch brand Titoni Ltd, was launched on the Chinese market more than 50 years ago, and how Titoni has evolved to become one of the most famous foreign brands in that country. It explains a brief history of Western watches in China, before going on to take a closer look at the arrival of Titoni watches on that market after the Peoples Republic of China had been founded. The chapter reviews the challenges, risks, and even threats faced by small and medium-sized enterprises such as Titoni Ltd. It describes the Chinese opening-up policy and the globalized market environment. The chapter discusses the factors and decisions that helped Titoni Ltd. stay successful in the 21st century. It describes to cross-cultural sensitivity: Without knowledge of the basic principles of How to Behave in Chinese Culture and Society, Titoni Ltd. would not have remained such a thriving enterprise up to this day.
