Shanghai Watch has introduced a new customization service at its directly operated stores in Shanghai and on its official online flagship store.

The service offers limited personalization while retaining the brand's signature dial design. Customers can engrave names, dates, or personal messages on the back of the watch. For corporate and group orders, Shanghai Watch provides broader options, including custom logos and landmark-inspired dial designs, as well as limited-edition timepieces created for company anniversaries and special occasions.

Founded in the 1950s, Shanghai Watch was one of the first watch brands established after the founding of the People's Republic of China in 1949. In 1958, it released its first mass-produced mechanical watch, the A581, which later became one of its most recognizable early models.

The company currently offers three types of customizations: personal orders, corporate group orders, and co-branded products. It said that customized watches are commonly used as gifts, awards, and retirement keepsakes. Shanghai Watch also noted growing interest from overseas customers, particularly in Southeast Asia, Mongolia, and Russia.

The launch comes as Shanghai continues to promote "Shanghai Style" as a city brand. In March, the city's commerce authorities released a plan encouraging the development of customized products in sectors such as fashion, jewelry, and watches over the next two to three years.

As part of its expanding customization business, Shanghai Watch and the Qian Xuesen Library & Museum released a co-branded watch on April 24, limited to 2,026 pieces. The design recreates a Shanghai Watch model once worn by Qian Xuesen and features the brand's classic black dial. The emblem of Shanghai Jiao Tong University appears at the 6 o'clock position, while the skeletonized red seconds hand draws inspiration from an exhibit at the Qian Xuesen Library & Museum.

Shanghai Watch said it plans to further integrate its custom service into major events, including the China International Import Expo, the Magnolia Awards, the Shanghai Tourism Festival, the Shanghai Marathon, and the Super Bund Music Festival.

Sources: Shanghai Municipal Commission of Commerce, Yangpu district government