”            First –time buyers won’t be disappointed with Golay Buchel (Thailand) Ltd. Because they-- like the 80 percent of Golay’s regularly established buyers in Bangkok-- are buying from a Thai company with and international reputation and global commitment, says Philip A. Bachtold, general manager of Golay Buchel (Thailand)

            Golay’s appeal to inexperienced buyers is attributed to “our taking them by the hand” and customer faith that they will be served the same way as they would be in other Golay offices around the world, including Switzerland, Japan and the United States, Bach told said.

            “We want to show our Thai face,” he says, “We have to be competitive and we compete on the same level as the other Thai exporters. We can’t afford to jeopardize our markets.”

            In Thailand, Golay Buchel’s wholesale and export trade includes precious stones, Thai cut cubic zirconium and synthetic stones and finished jewelry. It also is the distributor for Christian Dior and Corum watches; at least three Thai personalities have endorsed Dior watches in advertisements which appeared in widely read Thai newspapers.

            “Our company has seen the opportunity in the Thai market. Fashion and luxury products are related to the jewelry business, “said Bach told, the only foreigner in Golay’s Bangkok office employing some 80 Thais.

            The endorsement by strong women personalities has been good and strong, Bachtold says, helping to build up Golay’s name, and to a lesser extent the names of products the firm represents, By year end, Golay Buchel (Thailand) is to distribute Bally Footwear and leather accessories.

            Consumers here are accustomed to smuggled and counterfeit goods, he says. “There is really opportunity to build up a foreign reputation as being a reliable importer and turn the benefit to local consumers. It gives us the opportunity to say out loud that we’re a 100% straight business and doing it right.”

            In the stones business, Golay puts its people on its ads. “People are very important in this business. It’s a good way to show our people to customers. They know they’re dealing with someone who knows the marker, (and it’s) a strong message to wholesalers that we’re confident in this person. We want to show our Thai face,” Bachtold said.