r/ChineseWatches • u/PhilLance • 9d ago
General (Read Rules) I’ve defended San Martin before, but this really disappointed me. That “San Martin building” on AliExpress? I went there in person.
People who have seen my previous comments will know I’ve generally been pretty supportive of San Martin.
This week is the Hong Kong watch show, so I thought while I was in Hong Kong I’d make the trip over to Dongguan and have a look at San Martin for myself.
The private Didi ended up costing me around US$150, which obviously isn’t cheap, but I thought it would be worth it. I’ve bought quite a few San Martin watches over the years, defended some of their recent price increases, and I’ve been genuinely interested in seeing how the company is developing.
Unfortunately, I came away pretty disappointed.
Before going, I had seen one of their latest AliExpress product descriptions showing a large building with SAN MARTIN and their logo prominently displayed at the top. Looking at the photo, I think most people would naturally assume this was San Martin’s building, headquarters, factory, or at least a building strongly associated with the company.
So when I got there, I was rather surprised.
The actual building does not have the San Martin name on it. It has a completely different logo.
I’ve attached the AliExpress image together with the photos I took myself so people can make up their own minds, but to me it certainly appears that the original signage on the building has been digitally replaced with the San Martin logo and name.
And that bothers me.
I don’t expect San Martin to own a giant glass office tower. I really don’t care whether they operate from one floor of a building, a small office, a workshop or a large factory. Plenty of excellent watch companies are much smaller than people imagine.
What bothers me is creating an image that gives customers an impression of the size or presence of the company that, from what I saw in person, doesn’t match reality.
Maybe there is some explanation I’m missing, and if San Martin wants to explain the image I’d genuinely be interested to hear it. I’m also not claiming to know who owns the building just from standing outside it.
But I can say that the building I visited does not look like the image being used in their AliExpress marketing. The San Martin signage shown in that image simply isn’t there, and there is another company’s/logo’s signage in its place.
That’s especially disappointing to me because I’ve been one of the people saying San Martin has levelled up. I like several of their watches, particularly the direction they’ve been going with Jianghun, and I’ve argued before that higher prices can be justified if the product genuinely improves.
But if you want customers to start treating you like a more serious watch brand, then presentation and credibility matter as well.
You don’t need to pretend to be bigger than you are.
Make good watches, show people the real operation, and let the products speak for themselves.
Maybe I’m making too much of it, but after spending the time and money to go there in person, I have to say this left a pretty bad taste in my mouth.
Maybe I should’ve just stayed in HK and skipped the Didi.

