The Meister collection of Junghans.[Photo provided to chinadaily.com.cn]

Rigorous, pragmatic, dedicated, precise, Germans impress people with these qualities, and so do their enterprises.

Established in 1861 in Southwestern Germany's watchmaking town of Schramberg, Junghans is a time-honored brand acclaimed for its innovative and sometimes crossover designs, sophisticated craftsmanship and a profound respect for tradition. Middle-luxury is the brand's positioning in the market, good quality but still affordable is what it is after.

Junghans's brand orientation corresponds well with China's rising middle class, who crave for good quality branded goods, but not always the high-profile unreachable luxury names. Nowadays more and more middle class Chinese want low-key brands with sound quality, and that is one driving factor for Junhans's entry into the Chinese market.

China Daily Website interviews Matthias Stotz, CEO of Junghans, in Beijing, asking him about Junghans's brand strategy in China and the differences between German and Swiss watchmakers.