Retail & eCommerce

Virgie Sian-Ramos

Photo From Tatler Philippines archives

For over 30 years, Virgie Sian-Ramos has been a stalwart entrepreneurial figure in the country, bringing in the internationally-renowned sports watch brand Swatch and keeping it on top of the game

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Creative, inventive, imaginative—these are just some of Sian-Ramos' qualities that make up her exuberant personality. Undeniably the top female entrepreneur in the country in terms of creative marketing strategies, Sian-Ramos embodies the identities of the Swiss sports watch brand that she introduced to the Philippine market back in 1989. With Sian-Ramos' keen eye for talent, Swatch Philippines consistently collaborates with leading celebrities in the entertainment industry, CEOs, athletes, politicians, and other reputable creative minds like Inno Sotto, Gino Gonzales and National Artist BenCab, to name a few. Eventually, the community of brand ambassadors of Swatch Philippines grew, with Sian-Ramos as its much-loved grand dame.

She was also known for introducing to the childhood of every young kid in the ‘70s the adorable Hello Kitty character. After taking a holiday trip to Japan and discovering a Sanrio store in Ginza, she fell in love with Hello Kitty goods and since then established a business relationship with the Tsuji family that owns Sanrio. Sian-Ramos' Gift Gate shop became a hit with its Sanrio characters like Hello Kitty, My Melody, Little and Twin Stars, and even the later ones like Kerokerokerropi.

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Did you know?


In an interview with esteemed chronicler of the Philippine fashion scene Millet Mananquil for Swatch Philippines’ 25th anniversary, Virgie Sian-Ramos shared that it was actually her son Miguel who discovered the watch brand when he was studying in the US during the ‘80s. Having fallen in love with the brand as well due to its appeal to a wide demographic, Sian-Ramos was motivated to finally bring the brand to the Philippines in 1989. 

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