A Single “Co-Branded” Watch Reveals the Compliance Gaps in Livestream Sales
近期，一起由网络直播引发的手表消费争议引发行业关注。
Recently, a watch-related consumer dispute triggered by a livestream has drawn broad industry attention.
短视频博主反诈老陈在直播间购买并质疑所谓“兰博基尼联名黄金手表”的真实性，随后喊话相关销售方。事件迅速发酵后，市场监管部门介入调查，并于 1 月 5 日 对涉事企业展开突击检查。
Fan Zha Lao Chen purchased a watch promoted as a “Lamborghini co-branded gold watch” during a livestream, and publicly questioned its authenticity, subsequently calling out the seller. As the issue quickly gained traction, market regulation authorities stepped in and conducted a surprise inspection of the involved company on January 5,2026.
“第一现场”视频号视频
这起事件不仅关乎个别商家的违规行为，也再次提醒整个钟表行业：在直播电商与“品牌联名”快速扩张的背景下，合规、标识与质量责任不能被忽视。
This incident goes beyond the misconduct of an individual seller. It once again highlights a broader issue facing the watch industry: amid the rapid expansion of livestream e-commerce and so-called “brand collaborations,” compliance, proper product labeling, and clear quality accountability must not be overlooked.
事件基本情况回顾
Incident Review
1、市监部门查处结果
Results of the Regulatory Investigation
经执法人员现场检查，查获一批涉嫌违规销售的手表产品。
初步认定相关产品存在以下问题：
● 无厂名、无厂址、无产品合格证明，属于典型“三无产品”
● 涉嫌存在材质虚标问题，所称“足金”未能提供有效、可核查的检测依据
● 涉及品牌侵权风险，未获得相关品牌授权
目前，涉案产品已依法查扣，案件正在进一步调查中
During the on-site inspection, enforcement officers seized a batch of watches suspected of being sold in violation of regulations. Preliminary findings indicate that the products involved have the following issues:
●The watches bear no manufacturer name, no production address, and no certificate of conformity, constituting typical “three-no products.”
●There are suspected cases of misrepresentation of materials. The claimed “pure gold” content could not be supported by valid and verifiable testing documentation.
● The products involve potential trademark infringement risks, as no authorization from the relevant brand owner could be provided.
At present, the products in question have been lawfully seized, and the case remains under further investigation.
2、涉事企业情况说明
Information on the Company Involved
涉事企业为深圳华锐兰博投资有限公司，其基本情况如下：
● 成立时间：2025 年 5 月
● 注册地址位于宝安区出租屋，实际未开展正常经营活动
● 已被启动列入经营异常名录程序
● 销售渠道主要为短视频平台直播间，相关网店目前已关闭
● 未取得任何“兰博基尼”品牌授权，自身仅注册 1 条钟表类商标，与涉案品牌无直接关联
The company involved is Shenzhen Huarui Lanbo Investment Co., Ltd.. Its basic information is as follows:
● Established in May 2025
● Registered address located in a rented residential property in Bao’an District, with no evidence of normal business operations
● Procedures have been initiated to include the company in the list of businesses with abnormal operations
● Sales were primarily conducted through livestreams on short-video platforms; the related online stores have since been closed
● The company has not obtained any authorization from the “Lamborghini” brand and has registered only one watch-related trademark, which has no direct connection to the brand involved in this case
关于检测报告的澄清说明
Statement on the Testing Report
2025 年 1 月 30 日，SWQC®受理过一批名称标注为“兰博基尼腕表”（该名称由委托方自行标注）的样品检测委托。该批检测由委托单位 东莞市**钟表有限公司 提出，与本次市场监管部门调查中涉及的销售主体并不一致。
On January 30, 2025, Shenzhen Watch & Clock Quality Test Center accepted a batch of sample testing requests labeled as “Lamborghini watches.” The product name was provided by the commissioning party. The testing was commissioned by a Dongguan Watch company, which is not the same entity involved in the current investigation by market regulation authorities.
本次受理内容为常规单项测试，检测项目包括使用可靠性、平均瞬时日差、时分针协调差及外观检查，均属于按照既定标准和流程开展的技术检测。相关检测报告中已明确注明，检测结论仅对送检样品在对应测试条件下的结果负责，不涉及产品整体质量评价、市场销售行为或品牌授权情况。
The accepted testing scope consisted of standard single-item tests, including usage reliability, average instantaneous rate deviation, hour–minute hand coordination deviation, and visual inspection. All tests were conducted in accordance with established standards and prescribed procedures. The issued test reports clearly state that the conclusions apply only to the submitted samples under the specified testing conditions, and do not constitute an overall product quality assessment, nor do they relate to market sales conduct or brand authorization.
行业视角：这不是个案，而是风险信号
From an Industry Perspective: A Warning Signal, Not an Isolated Incident
从行业角度看，此次事件并非单一企业的偶发行为，而是直播电商环境下，钟表行业部分细分产品长期积累风险的一次集中暴露。随着直播带货成为重要销售渠道，一些原本需要较高专业门槛和合规要求的钟表产品，被快速纳入“内容驱动型销售”体系，其背后的授权、标识与质量问题也随之被放大。
From an industry perspective, this incident is not an isolated case involving a single company. Rather, it reflects the collective release of risks that have been building over time within certain segments of the watch industry under the livestream e-commerce model. As livestream selling has become a major sales channel, some watch products that traditionally require higher professional expertise and stricter compliance standards have been rapidly absorbed into a content-driven sales system. As a result, underlying issues related to authorization, product labeling, and quality responsibility have been amplified.
首先，“品牌联名”概念在直播场景中被过度使用甚至滥用，但实际授权链条往往并不清晰。一些产品在宣传中频繁强调国际品牌、豪华元素或知名 IP，却无法提供完整、可核查的品牌授权文件，甚至仅通过名称、外观或故事包装制造关联感。这种模糊边界的做法，在直播环境中容易被放大传播，一旦被核查，往往直接构成商标侵权或虚假宣传风险。
First, the concept of “brand collaboration” has been excessively used—and in some cases misused—in livestream scenarios, while actual authorization chains are often unclear. Some products heavily emphasize international brands, luxury elements, or well-known IPs in their promotion, yet are unable to provide complete and verifiable brand authorization documents. In some cases, perceived associations are created solely through naming, appearance, or storytelling. Such blurred boundaries are easily amplified in livestream environments and, once examined, frequently constitute risks of trademark infringement or false advertising.
其次，产品标识与合规要求在部分直播销售中被有意或无意弱化。钟表作为工业消费品，本应具备清晰的厂名、厂址、执行标准及质量合格证明，但在“低价快销”的直播逻辑下，这些基础信息常被忽略或简化处理。一些商家选择性展示检测报告或单项测试结果，却回避整体合规责任，使消费者难以判断产品真实质量水平，也给行业带来系统性隐患。
Second, product labeling and compliance requirements are often deliberately or inadvertently weakened in livestream sales. As industrial consumer goods, watches are required to clearly display the manufacturer’s name, production address, applicable standards, and certificates of conformity. However, under the “low-price, fast-turnover” logic of livestream commerce, these basic requirements are frequently overlooked or simplified. Some sellers selectively present testing reports or individual test results while avoiding broader compliance responsibilities, making it difficult for consumers to assess actual product quality and creating systemic risks for the industry.
第三，低成本产品通过高价值叙事进行包装，形成明显的信息不对称。通过“贵金属”“限量”“收藏价值”等话术，普通或低成本产品被塑造成高端商品，而其真实材质、工艺和质量水平并未与宣传相匹配。这类做法短期内可能获得流量与销量，但长期来看，会持续消耗消费者信任，甚至对整个钟表行业的专业形象造成伤害。
Third, low-cost products are often packaged through high-value narratives, resulting in clear information asymmetry. Through claims such as “precious metals,” “limited editions,” or “collectible value,” ordinary or low-cost products are positioned as premium offerings, even though their actual materials, workmanship, and quality levels do not match the promotional narrative. While such practices may generate short-term traffic and sales, they gradually erode consumer trust and, over time, can damage the professional credibility of the watch industry as a whole.
如果缺乏行业层面的自律机制和更清晰的规范引导，这类问题并不会因个案处理而彻底消失，而可能在不同品牌、不同直播间中反复出现，最终影响行业的整体健康发展。
Without stronger industry self-discipline and clearer regulatory guidance, these issues are unlikely to be resolved through individual case handling alone. Instead, they risk recurring across different brands and livestream channels, ultimately undermining the industry’s long-term and healthy development.
强化质检机制：让检测回到应有的位置
Strengthening Quality Control: Restoring the Proper Role of Testing
在直播电商与快速销售环境下，检测与合规更需要清晰、可执行的制度边界。围绕检测环节，应当建立更明确的送检规范与使用规则。
In the context of livestream e-commerce and fast-paced sales, testing and compliance require clearly defined and enforceable boundaries. In particular, the testing process should be governed by more explicit submission standards and rules on report usage.
在检测原则层面，第三方检测应坚持独立性、公正性与保密性：
— 不受任何商业利益或行政压力影响检测判断
— 对所有送检主体统一标准、一视同仁
— 严格保护送检单位的商业秘密与知识产权
在送检流程层面，送检单位需依据统一规范提交真实、可追溯的材料，包括但不限于：
— 加盖公章的《钟表成品检测申请单》
— 合法有效的营业执照副本
— 商标注册证或品牌方完整授权文件
— 与实际销售产品完全一致的样品实物（含型号与批次标识）
At the level of testing principles, third-party testing must adhere to independence, impartiality, and confidentiality:
— Testing judgments must not be influenced by commercial interests or administrative pressure.
— Uniform standards must be applied to all commissioning parties, without discrimination.
— The commercial secrets and intellectual property of commissioning entities must be strictly protected.
At the level of submission procedures, commissioning parties are required to provide truthful and traceable materials in accordance with unified requirements, including but not limited to:
— A completed Application Form for Finished Watch Testing bearing the company seal.
— A valid copy of the business license.
— A trademark registration certificate or complete authorization documents from the brand owner.
— Physical samples that are fully consistent with the products actually sold, including model and batch identification.
同时需明确，任何涉及工艺、材料或结构变更的产品，均应重新送检，检测结论不得跨批次、跨型号使用。
It should also be clearly stated that any product involving changes to manufacturing processes, materials, or structural design must be resubmitted for testing. Testing conclusions must not be applied across different batches or models.
透明查询与责任边界：构建可追溯的质量信任体系 Transparent Verification and Clear Responsibility Boundaries: Building a Traceable Quality Trust System
检测报告的公信力不仅来自检测本身，也来自其可验证性与责任边界的清晰界定。
依法依规出具的第三方检测报告，具备国家认可资质与法律证明效力，但其适用范围应被准确理解：
— 报告仅对送检样品在特定测试条件下负责
— 报告有效性与产品工艺、材料状态直接相关
— 严禁涂改、伪造或超范围使用检测结论
同时，应通过统一的官方查询渠道，实现报告编号、送检主体与检测结论的可核验，避免检测结果被断章取义或滥用于营销宣传。
The credibility of a testing report derives not only from the testing process itself, but also from its verifiability and the clear definition of its scope of responsibility.
Third-party testing reports issued in accordance with laws and regulations carry nationally recognized qualifications and legal evidentiary value. However, their scope of application must be correctly understood:
— A report applies only to the submitted samples under the specified testing conditions.
— The validity of a report is directly linked to the product’s manufacturing process and material status.
— Any alteration, falsification, or use of testing conclusions beyond their defined scope is strictly prohibited.
At the same time, unified official verification channels should be used to enable cross-checking of report numbers, commissioning entities, and testing conclusions. This helps prevent test results from being taken out of context or misused for marketing and promotional purposes.
SWQC® 的工作立场与行业建议
SWQC®’s Role and Recommendations for the Industry
作为具备法定资质的第三方检测机构，深圳市钟表质量检测中心始终坚持独立、客观、可追溯的技术立场。检测工作的核心职责，是基于事实、数据和标准，对样品本身给出真实、准确的技术结论，而非对市场行为、营销宣传或商业模式作价值背书。
As a legally accredited third-party testing institution, Shenzhen Watch & Clock Quality Test Centre consistently maintains an independent, objective, and traceable technical position. The core responsibility of testing is to deliver truthful and accurate technical conclusions on the samples themselves, based on facts, data, and applicable standards. It is not intended to serve as a value endorsement for market behavior, marketing claims, or commercial models.
我们也希望以此次事件为契机，推动“质检 + 预警 + 规范”的系统化介入，让检测回归其应有的位置，让市场回到更清晰的责任结构中。
We also hope to use this incident as an opportunity to promote a more systematic approach integrating testing, risk alerts, and regulatory guidance, allowing testing to return to its proper role and helping the market move toward a clearer and more accountable responsibility structure.
面向消费者：风险提示与理性判断
For Consumers: Risk Awareness and Rational Judgment
— 购买所谓“品牌联名钟表”时，应关注是否具备真实、可核查的品牌授权文件，而非仅凭名称、外观或直播话术判断
— When purchasing so-called “brand collaboration watches,” verify the existence of genuine and verifiable brand authorization documents, rather than relying solely on product names, appearance, or livestream sales narratives.
— 对“低价高标”“限量收藏”“贵金属概念”等宣传保持理性，警惕以检测片段或单项结果替代完整质量责任的情况
— Remain cautious toward promotional claims such as “low price with high positioning,” “limited editions,” or “precious metal concepts,” and be alert to cases where partial test results or single-item tests are used to replace full quality responsibility.
— 对未标明厂名、厂址、执行标准或缺乏有效检测依据的产品，应保持高度审慎
— Exercise a high level of caution toward products that do not clearly indicate the manufacturer’s name, production address, applicable standards, or that lack valid and verifiable testing documentation.
面向企业：合规底线与责任意识
For Enterprises: Compliance Boundaries and Responsibility Awareness
— 明确联名产品在商标使用、标识标注及质量责任方面的合规边界，避免模糊授权或擦边使用
— Clearly define compliance boundaries for trademark use, product labeling, and quality responsibility in co-branded or collaborative products, and avoid vague or borderline authorization practices.
—将产品送交具备资质的第三方检测机构，严格依据产品对应的现行有效执行标准，开展全项目合规检测，确保检测结果合规要求
— Submit products to qualified third-party testing institutions and conduct full-scope compliance testing strictly in accordance with the currently valid and applicable standards for the product, ensuring that testing results meet regulatory requirements.
— 正确认识检测报告的法律适用范围，理解“仅对样品负责”的技术边界，避免滥用、误用检测结论进行市场宣传
— Correctly understand the legal scope of testing reports, recognize the technical boundary of “sample-based responsibility,” and avoid misusing or overstating testing conclusions in marketing or promotional activities.
— 在直播电商等新兴渠道中，建立与传统销售同等清晰的产品责任与信息披露机制，而非降低标准换取流量
— In livestream e-commerce and other emerging sales channels, establish product responsibility and information disclosure mechanisms that are as clear and robust as those used in traditional sales channels, rather than lowering standards in exchange for traffic.
坚守检测本位，赋能行业合规
Staying True to the Role of Testing, Advancing Industry Compliance
SWQC® 凭借资质与专业能力，严格遵循标准规范开展检测，以客观数据为支撑，为送检样品出具精准技术结论。需明确的是，检测结论仅聚焦样品特定测试状态，不延伸至市场行为评价、商业宣传背书，亦不替代产品整体合规责任的认定，始终恪守技术服务的核心边界。
Leveraging its accredited qualifications and professional expertise, we conduct testing strictly in accordance with applicable standards and technical specifications. All conclusions are supported by objective data and reflect the technical status of the submitted samples. It should be clearly understood that testing conclusions are limited to the specific conditions under which the samples are tested. We don’t extend to assessments of market conduct, don’t serve as endorsements for commercial promotion, and don’t replace determinations of overall product compliance. We consistently adhere to the defined boundaries of technical testing services.
针对企业实际需求，我们将制定清晰明确的委托方案，细化检测项目、流程与权责，助力企业在直播电商等多元销售场景下，夯实质量合规基础，推动行业健康发展。
In response to the practical needs of enterprises, we will establish clear, and well-defined testing engagement frameworks, specifying testing items, procedures, and responsibilities. This approach is intended to support enterprises in strengthening quality compliance foundations across diverse sales scenarios, including livestream e-commerce, and to promote the healthy development of the industry.
在相关调查与处置过程中，深圳市钟表质量检验中心也将持续以第三方身份配合监管部门，提供必要的技术支持，确保判断建立在真实、可核查的检测事实之上。无论市场环境、传播渠道或舆论背景如何变化，我们始终坚持知行合一、实事求是的原则，以事实为依据、以标准为准绳，如实反映检验结果，这是第三方检测机构应有、也必须坚守的底线。
During relevant investigations and enforcement processes, we will continue to cooperate with regulatory authorities in its role as an independent third party, providing necessary technical support to ensure that decisions are based on factual, verifiable testing evidence. Regardless of changes in market conditions, communication channels, or public opinion environments, SWQC® remains committed to the principles of consistency between words and actions, objectivity, and factual accuracy—reporting testing results truthfully, based on evidence and standards. This is the fundamental baseline that a third-party testing institution must uphold.
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官网| OFFICAL WEBSITE
Inspection & Testing for Watch & Clock All in SWQC-SWQC
深圳市钟表质量检验中心
领英| Linkedin
https://www.linkedin.com/company/shenzhen-watch-clock-quality-test-center-swqc
运营 × 深圳市钟表与智能穿戴研究院
来源 × 深圳市钟表质量检验中心
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