About Us

40 Years of Experience in Intellectual Property Rights Enforcement

At Selective Trademark Union, we understand the investments brand owners have made into their IP and make it our mission to protect it.

IP protection is our focus, and the difference is found in our results. We continually innovate in our approach to researching and taking concrete actions to counter IP theft across Asia.

Mr. Charles Dubois, founder of STU, visited Thailand in the early 1990s.

Company History

STU began in 1984

On March 16, 1984, Selective Swiss Watch Services was created in Hong Kong by Mr. Charles Dubois, father of the current Managing Director.

At that time, the company focused solely on watches and was concentrating its efforts on Hong Kong.

It must be said that, at that time, we were at the very beginning of Intellectual Property infringements, and counterfeits were not yet a “popular” subject.

STU's Expansion Across Asia Begins in 1986

Two years after its establishment, the company expanded to Taiwan, which had a serious problem of counterfeits, particularly the manufacturing of high-quality fake watch components! The visibility of fake products on the market was also very bad at that time!

With the issues of counterfeits beginning to spread, the company then expanded to Thailand in 1987 and later in the mid-1990's to Shenzhen in Mainland China. This region was a pivotal territory for expansion, as it is a source of many counterfeit operations and the company began to represent several industries in the region to this day.

Riding on the success of those operations, the company continued its expansion in 1996 to South Korea and later numerous territories across Asia.

Selective Swiss Watches becomes Selective Trademark Union

At the end of the 1990s, because the company started covering more products than watches, it was decided that the company’s name was to change to what it is still today: Selective Trademark Union, or STU.

For over 20 years now STU has operated in Mainland China with teams in Beijing, Chongqing, Dalian, Guangzhou, Hangzhou, Shanghai, Shenzhen, Yiwu and Zhengzhou.

Trainings to prevent Anti-counterfeiting

Selective Trademark Union Today

Today, STU covers 7 different territories in Asia, including what we consider to be the Greater China Region (Mainland China, Hong Kong, Macau and Taiwan) together with South Korea, Thailand, and Vietnam. In Mainland China, we have 11 teams, including one that focuses on Customs matters only (follow-up of seizures and trainings).

Our clients are based in various territories worldwide, including members of the European Union (such as France, Germany, and Italy), as well as Switzerland and the United States of America. They represent a wide range of industries, encompassing watches, leather goods, jewelry, cosmetics, eyewear, apparel, wine, machinery, and more.

Territories We Operate In

How Can We Help You?

Are you experiencing an issue with IP theft? Learn more about our pan-Asia services, comprehensively developed to fit the needs of IP owners.

Learn More