While sewing machines have gradually given way to voguish, ready-made dresses and bikes to motorcycles and cars, wristwatches, particularly world-famous brands of fine quality, remain popular among young urbanites and continue to be seen as a keepsake of love or friendship.

For Miss Yuan, a white-collar employee at a media organization in Shanghai, the Swiss watch on her wrist indicates romance.

"My boyfriend and I fell in love at first sight, but he was going to university in Canada shortly afterwards," she said. "So he gave me the watch as a token of his unchanging love for me."

Watches sell extremely well during Chinese New Year and National Day holidays when many people get married, said Hu Hongxun, expert watch retailer.

Wristwatch sales at China's 100 leading department stores fetched 52.4 million yuan (US$6.3 million) in December 2001, according to a market survey.

Imported wristwatches made up 75 percent of the sales volume, the survey shows.

Over 40 world-known watch brands, including 10 from Switzerland,are available on the Chinese market.

Advertisements for these brands feature in newspapers, magazines, on TV and billboards along the bustling streets of major Chinese cities. 　　

A Tissot franchise store in Huaihai Road, a bustling commercialstreet in downtown Shanghai, is always packed with people.

"We once sold a record 170 watches in a month," said salesgirl Wu Xiuying.

The 12-square-meter store stocks more than 150 different designs of the famous Swiss brand.

Most Tissot buyers were young people, she said. "Some bought itas a gift for their beloved, while others simply wanted something to go with their suit and tie."

Zhao Kai, 28, bought a Tissot watch for over 2,000 yuan (US$240) -- about half his monthly salary -- two years ago.

"I never wear rings or bracelets," said the sales manager of a Shanghai-based joint venture. "But a quality wristwatch is essential, it's indicative of good taste."

A white-collar employee with a Shanghai-based foreign firm said she was also in the market for a Tissot because she wanted to "appear more stylish on formal occasions".

"It's high time for me to have a more formal watch after two years of working," she said, "Besides, half my colleagues wear quality watches of famous brands."

A wristwatch is more than a time-keeper, thanks to sustained economic growth and improved quality of life, says Shi Jiazhang, secretary-general of Shanghai's industrial association for watchesand clocks.

"It can be a symbol of love or fashion. Dainty expensive watches also make good private collection items," he said.

(Xinhua News Agency July 14, 2002)