QI Group Brings Swiss Watchmaking Education Directly to American Consumers Through Mobile Cimier Academy

After celebrating its centennial in 2024, Cimier has taken its Watch Academy on the road across America. The Swiss watch brand, owned by QI Group since 2006, launched its first U.S. roadshow in Chicago this April, followed by Los Angeles in July, and Austin, Texas in November.

The mobile academy transforms hotel conference rooms and event spaces into temporary Swiss watchmaking workshops, where participants spend a full day assembling their own mechanical timepiece under the guidance of Cimier’s master watchmakers.

From Switzerland to American Cities

The expansion follows successful European roadshows in Cologne and Baden-Baden, Germany. Partnering with the Minutes + Hours Watch Show, Cimier identified strong American demand for hands-on luxury experiences that go beyond traditional retail encounters.

“Passion, authenticity and hard work are contagious, and we see that come alive at every Watch Academy event,” said Alexandra Lanz, CEO of Cimier. “Celebrating 100 years in 2024 was not only about looking back on our heritage, but also about looking ahead.”

The Chicago and Los Angeles events drew diverse crowds: collectors, retail partners, and curious newcomers to mechanical watches. Unlike typical watch exhibitions where attendees view pieces behind glass, participants here handle movements, select components, and use professional tools to build functioning timepieces.

The Workshop Experience

Each session begins with component selection. Participants learn to identify balance wheels, mainsprings, jewels, and gear trains. Cimier offers three base models: the Petite Seconde, the Royal Skeleton, and the Big Matic, which uses Cimier’s in-house automatic winding system atop the Unitas 6497-1 movement.

Under watchmaker supervision, attendees then begin assembly. The most challenging moment typically comes when placing the seconds hand, a component so tiny that steady hands and magnification are essential.

“The trick is to get used to looking through a magnifying glass and having steady hands,” notes Justin McMahon, Cimier’s lead trainer.

The day concludes with testing for accuracy and water resistance, followed by a certificate ceremony recognizing participants as contributors to Swiss watchmaking tradition.

How to Join QI Group of Companies

QI Group operates through multiple business divisions and welcomes professionals at various entry points. The company employs over 2,000 people across 30 countries, with regional offices in Hong Kong, Malaysia, Singapore, Thailand, and the Philippines. Career opportunities span the conglomerate’s divisions: wellness and lifestyle, education (including Quest International University), travel and leisure, luxury goods (including Cimier), and retail operations.

Interested candidates can explore positions through QI Group’s corporate website or through its individual business units’ career portals.

The luxury division, which includes Cimier, occasionally recruits watchmakers, brand ambassadors, and retail specialists, particularly as the Watch Academy expands globally.

As mechanical watches face competition from smartwatches and changing consumer preferences, Cimier’s educational approach offers differentiation. Rather than simply selling heritage, the brand invites consumers to participate in it. Each roadshow graduate becomes part of Cimier’s extended story — not just wearing Swiss watches, but understanding the centuries of expertise required to create them.

For American watch enthusiasts, the roadshows eliminate the need for Swiss travel while maintaining authenticity. The same tools, techniques, and standards apply whether assembling a watch in Biel or Beverly Hills. In an era of digital experiences and virtual reality, Cimier’s Watch Academy offers something irreplaceable: the satisfaction of creating a mechanical marvel with your own hands, guided by masters of a craft that has defined Swiss excellence for generations.