Bestseller : Kazakhstan

The watch and jewellery market in Kazakhstan is quite young, as indeed is the country itself, which is celebrating the 22nd anniversary of its independence on December 16. From the very beginning, it has been shaped by a handful of major players that came to the market in the early 1990s. Their mission was to introduce the watchmaking art to the elite of the newly independent country, as well as to educate the population on luxury goods consumption. With its population of around 16 million people, this market is geared towards exclusive and expensive watches. The keen interest shown in high-end models from the most well reputed brands, together with increasing awareness of niche brands, are emphasised by all the Kazakhstani retailers and distributors.


The Viled Group is currently the undisputed leader of the luxury market, with over a dozen of the most prestigious watch brands in its portfolio, including Breguet, Blancpain, Corum, Jaquet Droz, Cartier, de Grisogono, Harry Winston, IWC, Vacheron Constantin, Van Cleef & Arpels and Zenith. The strategy pursued by the Viled Group is to cooperate with the best of the best. Its Commercial Director Mrs. Dilyara Aidarbekova says that the company is proud to bring to the market the most sought-after pieces, the latest example being the high watch and jewellery collection brought to Almaty on the occasion of the Van Cleef & Arpels boutique reopening in September. Among the most popular collections, she mentions the Ballon Bleu by Cartier, Marine by Breguet, Portofino by IWC and Butterfly Symphony by Van Cleef & Arpels.


The Central Asia Swiss Trading Company (Greubel Forsey, Ulysse Nardin, Hublot, deWitt, Louis Moinet, Alexis Garrin, Frères Rochat), founded by Mr Claude-André Marty more than twenty years ago, is the oldest Swiss watch distributor in Kazakhstan. It now focuses on the independent watch houses. Mr Marty, himself a fervent watch collector, was a friend of Mr Rolf Schnyder and did his best to promote Ulysse Nardin on the market. CEO of the company Eugenie Denisko recalls that their first order comprised nearly a dozen models. Today Ulysse Nardin is one of the well-known and beloved brands in Kazakhstan. The Marine Diver remains a bestseller in the entry range while the Freak appeals to affluent clients.  This summer ladies voted for the playful Tutti Frutti models from Hublot.


Askar Akhmetov, CEO of Pasha watch and jewellery salons (Bovet Fleurier, Carl F. Bucherer, Slyde by HD3 among others) relies on a loyal clientele that he describes as well informed and curious.  He takes risks by introducing new watch names and is quite happy with the results.  The Pininfarina Cambiano collection by Bovet is highly appreciated among men and Alacria from Carl F. Bucherer ranks as the most popular ladies’ model.


The Constella (Damiani, Franck Muller, Perrelet and Cvstos) watch and jewellery salon is a new and active player on the local watch market, and Mrs Zhanna Kan’s extensive experience in the jewellery industry has enabled her to establish a strong position with the launch of two limited editions dedicated to Kazakhstan: Cvstos produced a special edition in the Challenge Coat of Arms collection and Perrelet presented Turbine Kazakhstan.

Review overview