With a long history of more than one hundred years, Reef Tiger, the watch brand has been favored by numerous customers since its foundation, by virtue of its remarkable technique, excellent design and reasonable price. In1898, when only the nobility could own luxury items like watches, ,a genius designer Stephane Reef with his beloved friend, the Britain earls Leandro Tiger, created a totally new brand Reef Tiger, fashionable and full of energy, with Reef’s delicate watches-making technique and Tiger’s great financial support. And they all love the technique of watches-making and had the same dream that wishing more and more people to own watches. However, with the occurrence of the World War II, Reef Tiger gradually declined, when the whole Swiss automatic watches was in a downturn. In 1995, descendant of the two families decided to rehabilitate the watch brand with over one hundred years. And directed by Michae Reef and Audrey Tiger, the fifth descendant of the two families, they irradiated the brand that had been downfallen for a long time, through applying modern automatic technology and management, inheriting remarkable technique and constantly designing and creating new watches. In 2011, Reef Tiger officially entered into China, and its Chinese name is “REEF TIGER”。
In 1848, the Swiss Confederation was born, and the automatic watches manufacturing industry was still in the ascendant. Stephane Reef, who loved the technique of horologes, started to work in watches-setting and founded his own factory in Geneva. Because of the remarkable technique and beautiful fashionable appearance design, Stephane Reef and his factory soon became very popular.
In 1875, Leandro Tiger, a rich watches collector, Britain earls descendant Leandro heard of Reef’s outstanding watches-making technique in his journey of Swiss, and decided to sincerely visit him personally. Because of the common interest of watches and personalities meshed perfectly, they became good friends in a short time and determined to build a watches- making factory, which was invested by Leandro Tiger. And Stephane Reef aimed to the development of technology. Therefore, the new factory was founded with their names, Reef Tiger, in1898.
In 1912, with great efforts of the two families, Reef Tiger, praised with fashionable design and reasonable price, had been in a period of great prosperity, owning its own showing center in Seine of Britain. Due to its simple fashionable design, and amazing creation, Reef Tiger always attracted lots of social upstart, who persistently pursued their dream and excellence. Because the social spirit of creation and fashion that Reef Tiger presents aroused their mind and gains their admiration.
Unfortunately, the World War I began in 1914, which brings much sufferings to common people of Swiss, though Swiss didn’t joined the battle as a neutral state. The whole watches-making industry got a terrible hit including Reef Tiger. The war forced it to close other experience centers of watches except that in Swiss, and Reef family got a heavy blow as well. Severin Tiger, son of Leandro Tiger, decided to withdrawal all his stocks from Reef Tiger, but it didn’t influence the lasting friendship of two families. And the first crisis for Reef Tiger came.
In 1965, the first winter for Swiss watches came, because the first quartz watch was successfully created in Japan. Comparing with automatic watches, there are three advantages of quartz ones. The first is precision. Electronic products are very precise, and traditional automatic watches cannot surpass them at this aspect, which shakes the foundation of the development of automatic watches. The second is the reasonable price. At that time, quartz watches belonged to new-typed products of technology with low price, which gave a deadly hit to traditional Swiss watches-making industry. The last one is fast production. Only a machine could manufacture lots of quartz watches while automatic ones are all made manually. Lots of automatic watches brand went bankrupt, and only few luxury brands maintained themselves with 15 thousand people left in this industry. Reef Tiger got a heavy blow as well. Although it had taken some measures of reducing the scale of factory, and leading into new modern machines in a large scale, Reef Tiger, only supported by the Reef family still gradually declined.
After the end of the World War II, Swiss watches industry slowly revitalized and the Tiger family also rose abruptly. In 1995, the descendant of the two families, who still maintained good friendships held a family meeting in their hometown Bodensee of Kanton st. Gallen and determined to rehabilitate Reef Tiger brand. And directed by Michae Reef and Audrey Tiger, the fifth descendant of the two families, they irradiated the brand that had been downfallen for a long time, through applying modern automatic technology and management, inheriting remarkable technique and constantly designing and creating new watches. Past glory is only the deposit of history, and new honor needs persistent efforts and fighting. Under the direction of the young managers of the brand, Reef Tiger presents a series of fashionable wrist watches for young men, following the purpose of high quality, and reasonable price. Every kind product has been through specific complicate and careful design and development, receiving the absolute respect to traditional Swiss watches technique with completely responsible attitude, assuring outstanding quality of Reef Tiger.
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