High-end brands shift strategy from luxury to quality

As the government austerity drive takes a bite out of sales in China, companies are tweaking their image, report Xie Yu in Shanghai and Wang Zhuoqiong in Beijing

International luxury brands are shying away from being associated only with the super rich in an effort to conform to a Chinese market being affected by the central government's austerity drive.

"We are seeing certain watches, some very expensive ones, that are selling at a discount. People are afraid to buy even for themselves in order to stay low-key," said Omega Watches CEO Stephen Urquhart.