JU Selected for China’s 10th Edition “Upgraded and Innovative Consumer Goods Guide”

On December 28, 2023, the China National Light Industry Council (CNLIC) published the latest announcement for the “Upgraded and Innovative Consumer Goods Guide (10th Edition, Light Industry)”. This initiative is part of China’s broader policy to promote high-quality consumer goods, guided by the General Office of the State Council (Document No. 40 [2016]) and the Ministry of Industry and Information Technology’s directives on fostering high-quality development in light industry (MIIT Document No. 68 [2022]).

The “upgraded consumer goods” category highlights products that are reliable, high-performing, and capable of leading consumption trends. Among the 51 products selected for this edition, JU was recognized as the only watch strap brand included in the guide, marking a significant milestone for the company.

Since its founding, JU has focused exclusively on high-end luxury watch straps, combining a deep understanding of premium leathers and wrist aesthetics. By refining alligator leather craftsmanship, JU transforms straps from mere accessories into expressions of personal style and watchmaking artistry. Each strap is designed to enhance the watch, creating infinite possibilities in pairing and redefining wrist aesthetics for collectors and enthusiasts.

JU maintains rigorous standards in material selection and manufacturing. Collaborating with the world’s top luxury suppliers and factories, the brand conducts performance testing far beyond industry norms to ensure each strap meets perfection. To address the shortage of high-quality alligator leather and the inadequacy of domestic production techniques, JU spent over 30,000 hours across three years and four months, overcoming repeated challenges to master alligator leather craftsmanship. The result is a strap with superior water resistance, sweat resistance, and durability, exceeding international luxury standards by 10 times and luxury group benchmarks by 3 times.

Looking forward, JU will continue to focus on high-class watch straps, driven by innovation and expertise, delivering exceptional creations and inspiring moments for watch enthusiasts worldwide.