Swiss watchmaker Gc Watches recently opened its first boutique store in China at Beijing's luxury Oriental Plaza Shopping Mall.

The opening ceremony lit up when mainland actress Xu Jinglei and Hong Kong actor Moses Chan showed up.

Xu wore a snow-white timepiece, with mother-of-pearl face and chronograph dials; while Chan wore one with a carbon-fiber dial, black bezel and rose-gold plated hands and numerals.

The boutique store offers a full range of products from the label: The Gc Sport Chic Collection, designed for sports fans; Gc Classic Collection, for an elegant look; and the higher-end Gc Diamond Collection, which has watches decorated with the precious stones.

Most of Gc Watches' products are priced between 2,000 and 10,000 yuan ($305-1,523). Cindy Livingston, president and CEO of the label's company Sequel AG, said the label is able to offer great quality and design at affordable prices, under the Swiss-made banner. She refers to it as "smart luxury".

"Those products give you a feel-good sensation when you wear them, and when you pay for them," she said.

Xu and Chan are typical supporters of smart luxury, Livingston said, adding they are creative and talented.

Such people have their own views on life, she said, and they have the courage to do their own thing. Musicians, actors and illustrators are typical examples of the Gc consumer.

Gymnast Xing Aowei and New Zealand-born designer Emilia Wickstead are not only Gc Watches wearers, but also the new lifestyle's representatives.

In addition to promoting luxury lifestyles, the company is involved in charity. It has raised over $5 million in the past four years for children's charities in Africa, Asia, Europe and the US.

To coincide with its entry in the China market, it has announced that it will reopen a school in Wenchuan, Sichuan province, which was destroyed by the earthquake in 2008.

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Livingston said the Oriental Plaza boutique was a first step in opening about 40 stores around the world by the end of 2011.

She said the label provides products for consumers who are growing up, and want to enhance their watch wardrobe to include higher quality, yet affordable, Swiss timepieces, with a touch of fashion.

The company plans to open 10 to 12 Gc boutique stores in China within the next five years.

"We know that China is going to be the largest luxury market in the world in the near future, and we're looking forward to Gc being an important part of the luxury watch segment here in your country," Livingston said.