Apart from the U.S., where Philip Stein gained a huge following after television mogul Oprah Winfrey propelled it to stardom, Asia is another key market, accounting for nearly 30 percent of its annual sales. The watch label sells 70,000 watches worldwide per year.
Within the region, the Philippines is the most important market, contributing 60 percent of the brand's growth in Asia.
Currently, the label is looking to grow its footprint, with the company searching for a local partner or distributor in China.
Despite Beijing's clampdown on corruption – which has cut into the sales of high-end goods – and a persistent slowdown in the world's second-biggest economy, the watchmaker believes it can "make a big splash" in the mainland based on its unique positioning. Philip Stein aims to open 200-300 stores within two years in China – one of the world's most coveted consumer markets.
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"We believe now is the time for us to go into China, even though Swiss watches are experiencing a big downturn in Asia, probably due to the anti-graft campaign. But, we're not affected because we are not a luxury brand. We are a well-being accessory and that opens a door for us to enter China because Chinese in general are very much into healthcare," Stein said.
However, the co-founder is less confident of the brand's prospects in Europe, which remains the traditional stronghold of Swiss watchmakers.
"We are slowly getting into the Swiss market where we are based, but Swiss watch brands remain very powerful in Europe, especially in one of the largest European markets, Germany. Being born in Germany, I know that Germans are extremely skeptical, so it will take time for them to adapt and understand what we are doing," he told CNBC.