mall is the leading digital marketplace in China, connecting thousands of merchants with millions of consumers. Basically, you can order anything on the platform, at any time. This includes luxury timepieces. In an effort to build more trust with the high-end segment, which is wary of counterfeits and the grey market, Tmall is hoping its strategic cooperation with Yoox-Net-APorter will attract distribution and increase sales of watches on its dedicated luxury platform. We interviewed Lili Chen, general manager of Tmall Luxury Pavilion.