How did OLEVS, a potential stock in the Southeast Asian watch market, ignite a watch craze with the same model as "Crazy Rush"?

It’s said that “The Knockout” is not only a huge hit in China, but has also become popular overseas!

Japanese viewers are fascinated by Gao Qilan’s anime heroine face, Korean audiences can’t stop praising the charisma of the “Big Sister,” and in Southeast Asia, Gao Qiqiang has become the focus of discussion, with many complimenting his wisdom and boldness. Unfortunately, he still couldn’t escape the punishment of the law in the end.

This drama not only captivated audiences, but also unexpectedly made a low-keyChinese watch brand—OLEVSpopular. The OLEVS watches worn by the actors in the show became a must-have for many, quickly attracting attention in the Southeast Asian market.

As a watch brand that entered the Southeast Asian market as early as 2018, OLEVS naturally didn’t miss out on the popularity brought by this domestic drama. Through precise market strategies and localized marketing methods, it successfully expanded its brand awareness and market influence in Southeast Asia.

So, how did OLEVS move from the drama to real life and become the new favorite in Southeast Asia’s fashion scene?

OLEVS watch display Source: OLEVS official site

01

Grasping Southeast Asia’s “Fashion Pulse”

As the saying goes, “You must be strong to forge iron.” To gain a foothold in the Southeast Asian market, the first thing OLEVS did was tounderstand the real needs of local consumers.

In recent years, the Southeast Asian market has seen rapid economic development, and the younger generation’s spending power on fashion and personalized products has been increasing. OLEVS keenly captured this trend and quickly gained market share through product designs that align with local aesthetics and consumption habits.

For example, in Vietnam, Malaysia, and Thailand, OLEVS watches are not only stylish and reasonably priced, but also focus on practicality, featuring waterproof and durable functions.

Once these products hit the market, they attracted a large number of young consumers who value both fashion and practicality, quickly becoming a “hot commodity” locally.

OLEVS watch display Source: OLEVS official site

However, although OLEVS had been laying out its strategy in Southeast Asia for years, rapidly boosting brand awareness and gaining widespread market recognition was not easy. This was one of the challenges OLEVS faced when first entering the Southeast Asian market.

The explosive popularity of “The Knockout” happened to provide OLEVS with an opportunity.

The actors in the drama wore OLEVS watches, and this kind of invisible “endorsement” was even more influential than simple advertising. While immersed in the plot, viewers were also drawn to the OLEVS brand, greatly increasing its exposure.

Moreover, OLEVS didn’t just stop at collaborating with TV dramas—they also partnered with Southeast Asian movie star Iko Uwais. Iko Uwais not only has wide influence in Southeast Asia, but his fame in Hollywood also adds to OLEVS’s international image.

By working with local celebrities, OLEVS not only enhanced its brand affinity but also effectively expanded its recognition among the younger generation.

OLEVS and Iko Uwais collaboration ad Source: OKEVS official site

02

Making Good Use of TikTok for Precise Marketing

In addition to celebrity endorsements, social media is now an indispensable part of brand communication—especially TikTok, which is almost a “standard” platform among young people in Southeast Asia.

OLEVS built a matrix of TikTok accounts and collaborated with Southeast Asian influencers to promote its products, allowing watches to enter consumers’ view in the most natural way.

On TikTok, OLEVS not only showcases the design and features of its products, but also attracts a large following through celebrity endorsement videos and usage tutorials.

Matrix accounts on TikTok Source: TikTok

Source: TikTok

This content marketing strategy has greatly increased brand exposure and made OLEVS watches a hot topic among young people in Southeast Asia’s social circles.

According to Echotik data, OLEVS has sold 150,000 pieces in TikTok’s Philippines shop alone, with total sales amounting to $1.33 million after converting from Philippine pesos.

Looking at these numbers, one can’t help but sigh: Good marketing means a bright future for the brand!

Source: Echotik

Additionally,OLEVS knows well that “speed” is the main theme of the Internet era.

As consumers’ pursuit of novelty grows, OLEVS has also accelerated its product iteration speed—from launching one new product per month to now releasing at least five new products monthly—to meet consumers’ desire for novelty and fashion.

It’s this ability to quickly respond to market needs that allows OLEVS to always maintain brand vitality and freshness, securing its place at the forefront of fashion.

Meanwhile,OLEVS pays special attention to localized design.Based on Southeast Asia’s climate and cultural characteristics, OLEVS incorporates waterproof and durable features into its watch designs, and integrates local cultural elements into the appearance, making the products more in line with Southeast Asian consumers’ aesthetics. This localization strategy not only makes OLEVS watches more practical, but also emotionally closer to consumers.

Source: OLEVS official site

03

The Road to Going Global: A Promising Future

OLEVS’s success in the Southeast Asian market is not only the result of the brand’s own efforts, but also provides valuable reference for other Chinese brands going global.

Through precise market positioning, effective marketing strategies, and rapid product iteration, OLEVS has proven thatChinese brands can absolutely “win” in the international market—and win beautifully.

In this opportunity-filled Southeast Asian market, as long as we can accurately grasp consumer needs and flexibly use various marketing methods, Chinese brands can definitely carve out their own space in overseas markets.

The story of OLEVS may just be the beginning.