International watch retailer Xinyu Group has entered into a strategic partnership with Chinese e-commerce retailer to expand its presence in China.

As part of the deal, both companies will collaborate on product sales, after-sales service and business development, including the ‘Boundaryless Retail’ shopping concept.

JD Watch general manager Belinda Chen said: “We are honoured to join forces with Xinyu Group and bring more of their leading global watch brands to China’s style-conscious consumers.

“The partnership further builds out JD’s vision of ‘Boundaryless Retail’, the idea that consumers should be able to buy whatever they want, wherever and whenever they want it.

“We are particularly excited about the unmatched after-sales service being provided to customers through our cooperation with Xinyu.”

“We are honoured to join forces with Xinyu Group and bring more of their leading global watch brands to China’s style-conscious consumers.”

In addition, Xinyu master watchmakers will leverage JD’s warehouses in Beijing, Shanghai, Guangzhou and Chengdu to provide premium after-sales service for JD customers.

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JD has currently enabled 60 Xinyu offline stores to offer after-sales service and will expand the cooperation to more stores in the future.

Customers will also receive in-house watch repair and maintenance services as part of the programme.

Xinyu Group chairman Yu Ping Cheung said: “Xinyu’s international watch brands have been warmly received by Chinese consumers. With a unique ability to offer innovative combinations of online and offline shopping experiences, is the perfect partner for us to provide even more of our exceptional timepieces across China.

“We look forward to continuing deepening our cooperation with them in the years to come.”

Last week, British bespoke menswear brand Gieves & Hawkes has partnered with to open an official flagship store on the e-commerce platform.