For both the watches, the pattern of the Twin Ion Engines (TIE) fighter is engraved on the zero hour mark.

Also, the classic element of the Star Wars series - the Death Star - is cleverly placed in the center of the dial, surrounded by the TIE fighters and the Rebel X-wing fighters chasing each other, depicting the classic air battles in the film.

Besides, there are the logos of "Star Wars" and "Lucas Film Ltd" - the studio that produced the film series - engraved on the back of the dial.

The links to Star Wars are almost everywhere, but actually they decorate the dial inconspicuously, more like puzzles hidden only for loyalty fans to discover.

Weber says that the low profile design aims to attract fans to purchase related products, and also regular consumers who are just into beautifully designed watches. The appearance of watch needs to fit both casual and serious social contexts. And he emphasizes that he doesn't want customers to buy a watch and put it in the safe, or take it out once a year for the wedding anniversary.

"Most of the Star Wars fans are between 30 and 50 years old, so they're not walking around with a Mickey Mouse T-shirt," he says.

Oris has been quite active in taking e-commerce initiatives in China. It opened a flagship store on Tmall, another Chinese online market, and Jingdong this year.