The free magazine’s 20,000 copies are aimed at Chinese tourists visiting Switzerland who often buy luxury Swiss watches.
Chinese visitors are arriving in increasing numbers in Switzerland, according to the publisher, with 400,000 making the trip each year, 20 percent of whom are individual travellers.
These Chinese tourists account for 30 percent of the sales of such luxury timepieces in Swiss shops, totalling a billion Swiss francs ($1.27 billion).
The first edition of the new magazine will appear in the autumn and will be available at Geneva airport, hotels, restaurants, shops and on tourist trains.
The editing and distribution will be done in Swuitzerland with the translation done in China.