It's official: Suunto brand sold to Asian giant

Existing Suunto brand owner Amer Sports has announced its sale to Chinese consumer electronics company Liesheng.

Sports watch manufacturer and Suunto dive computers has issued an official statement announcing the sale of the brand. Existing owner Amer Sports has sold the Suunto brand to Chinese company Liesheng.

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The new owner is an Asian company that focuses on the consumer electronics market. So it seems that Suunto is an ideal acquisition for it. Both parties want to close the entire transaction still in the first half of 2022.

For you as a fan, community member and user of Suunto products, this change is virtually irrelevant. The Suunto brand, our digital products and services, frequency of watch updates, data protection practices, customer care and service, all remain as normal – said Heikki Norta, Suunto brand CEO and president.

Liesheng has been on the market since 2015. The company was founded in Guangdong, China and is a global player in the innovative consumer electronics industry. Products from the Liesheng portfolio are sold in more than 100 countries worldwide. The new owner also announced that Suunto will continue to operate from Vantaa, Finland.

Over the past 22 years, Amer Sports has offered Suunto a family of like-minded brands and the opportunity for global growth. I’m excited to start the next phase of our journey and join forces with Liesheng. We are a great fit because our operations, markets and products complement each other – concluded Heikki Norta.

Both parties make the closing of the transaction subject to regulatory and other required approvals and the satisfaction of certain commercial conditions. The parties have agreed not to disclose or make public the details of the transaction.