FEICE Founded

In March 2009, FEICE was born in China. With the wish bloom in the next few years, FEICE was founded quietly in this spring. We want to speak for Chinese watches and prove that made in China should not be a derogatory term. At the time we decided to enter the watch market, it is already very mature. What can we do to make some noise in the industry? This is the most important thing we need to consider.

Falling into
Bauhaus Style

We spent a year researching the market. We know that if we want to distinguish our brand from others in this fiercely competitive market, the products must be distinctive and have some unique features that can catch others’ eyes.
Bauhaus style is the core idea of the design. Bauhaus style focuses more on the function of the object, combining straightforward, simple design with functions. Such is their beauty and elegance blended with minimalism. Each single design reflects a certain function of the item without redundancy.


Doomed mirror of the watches is our biggest innovation. After our watches being tested on the market for a while, we found that they did not evoke strong response, so we had to innovate on our watches. Fortunately, we made a right decision. Now, the domed mirror has become a unique symbol of FEICE Watch.

Entering into
the Market

FEICE officially stepped into the market in 2014 when all the production materials are ready and processes are mature. We have established official flagship stores successively on China’s premier e-commerce platforms such as Tmall and Jingdong, which enables consumers across the country to buy our products more conveniently. Since then, FEICE has been exploring and improving itself to increase customer satisfaction. We are determined to become the leader of Chinese watches.

Opening up to
the World

In 2017, FEICE entered Amazon, setting foot on the journey of exploration. By far, we have opened stores on American, German, Italian, Spanish, French, British and Japanese Amazon national sites. We will continue expanding our stores on more international e-commerce platforms. We also hope that people across the globe can see our products and our fans can be found in every corner of the world.