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by Xinhua writers Zhu Sheng, Yuan Shuai
BERLIN, Feb. 7 (Xinhua) -- A large number of German companies are well-known for their spirit of craftsman. Many believe that the product should not be a tool to make money only, but embodies craftsmanship, which makes "Made in Germany" a symbol of high quality and golden standard.
Almost all German enterprises are of small and medium scale. Many of them invest around 10 percent of their sales into research and development to become the "invisible champion" in a certain industry, said Cao Yi, senior manager with Germany Trade & Invest, the economic development agency of the Federal Republic of Germany.
Watch maker Sinn Spezialuhren is one of the exmaples. It was founded by a former World War II pilot in Frankfurt in 1961. In 1994, certified engineer Lothar Schmidt acquired the company and initiated a major strategic reorganization to lead the company into the future and enhanced its technological expertise.
Simone Richter, responsible for marketing in the German watch maker told Xinhua that Sinn owns a couple of technical patents, like argon dehumidifying technology, magnetic field protection, temperature resistance technology and so on.
"So many technological achievements are not realized overnight. It is due to Schmidt's long-term pursuit of product excellence results," Richter said.
Schmidt is well-known for his enthusiasm for better technology. However, he is not keen on advertisement. So far, Sinn has never gone for celebrity endorsement or done price promotions.
Richter said the good quality of its watches has won market recognition and customer loyalty. Many professional extreme athletes are equipped with Sinn.
Not interested in capital infusion, Schmidt refused takeover offers. But he never hesitates to invest into new products.
For example, Schmidt went to German ThyssenKrupp factory and purchased steel which is used to manufacture submarines. This resulted in soaring costs and made the watch barely profitable. But it was later proved that the investment was wise as such watches became popular.
"Schmidt's investment for the technology is much greater than for the marketing, which impresses me greatly, and this is the reason why his technical achievements in the German industry are unmatched," said Polly Wu, head of Asian Affairs of the Frankfurt Investment Promotion Agency.
