The Sharjah-based Swiss Eastern Watches, established in 1989, specialises in the production and marketing of a wide range of quartz analog fashion watches. Its well-known brands include Western, Noun and Affluence, which cater to the middle and higher-end markets.

The organisation, under the management of Mohammad Arif Khan, strictly follows the quality standards conforming to ISO9002.

"Swiss Eastern Watches' philosophy of integrity and continual efforts towards improvement entails our strong commitment to quality watches and superior services," he says. "Despite the company's achievements, its pricing policy puts emphasis on competitiveness without compromise on quality. Few notice the fact that watches from different assembly sources or even the same source could share similar or identical appearance, but vary considerably in quality and hence in the cost of production."

The company's product line covers around 1,000 different models at a time, including sporty feature watches, fashion pair watches, exotic leather straps as well as classic and casual pairs.