"Everywhere in the world, online and offline we carry the values that illustrate what the brand is," he says.

Millereau also says that people believe watchmaking is mostly about technique, but actually it is exclusively about the human element.

"This is what we want to convey. When you go to the manufacturer you see all these watchmakers working with their hands.

"It is about skills, about transmitting your knowledge to your son, or your neighbor, who's going to be doing the job for as long as 45 years," he says.

Millereau has been managing director for Jaeger-LeCoultre in China for about a year, though he used to work in Shanghai 17 years ago, at the Jinmao Tower in Pudong.

At that time Jinmao was the third tallest building in the world, "and today it is the third tallest building in Shanghai," he says.

Millereau does not speak Mandarin. So he watches Chinese films for "visual expression rather than the dialogue.

"The way I experience it … It is always very vibrant and emotional. All the feelings are very strong, which is quite different from Western movies."

Finally, Millereau, who grew up in France, says: "We know more about Chinese actresses than actors, and Gong Li is one of those who left a strong mark."