Chinese technology company Liesheng acquires Suunto

Suunto Oy, the Finnish designer and manufacture of sports watches, dive computers, compasses and precision instruments, has a new owner. Liesheng, a leading Chinese technology company focusing on the smart & sport wearables electronics segment, has agreed a first half of 2022 purchase, from Amer Sports, itself part of one of China’s largest sports equipment manufacturers, Anta Sports Products Ltd.  

Ma Hao, chairman of Liesheng commented, “The acquisition is an important part of our growth strategy. As a global consumer-electronics company, Liesheng offers Suunto unique technological advantages in product development, centralized sourcing and access to wider international markets, especially in Asia. For Liesheng, Suunto offers access to new markets and product categories, in addition to Suunto’s strong brand heritage.”

The Guangdong, China based business currently sells products in more than 100 countries around the world. 

Of the change in ownership, Heikki Norta, Suunto CEO and brand president added: “I’m excited to start now the next phase of our journey and join forces with Liesheng. We make a great fit as our operations, markets and products complement each other. We stay committed and focused on developing our high-end products, inspiring adventurous lifestyle and on protecting our playground. Liesheng has indicated that Suunto will continue to run its operations from Vantaa, Finland.” 

What does this mean for customers? 

“For you as a fan, community member and user of Suunto this change is actually not a change at all. Suunto brand and our products and digital services, watch update frequency, data protection practices, customer support and service – all of these and more continue normally, said Suunto President, Heikki Norta. “In the long run, partnering with our new owners will broaden our shoulders in the continued development of new fit-for-purpose products for the outdoor enthusiasts”. 

Other industry observers note, somewhat more cautiously, that no announcement of investment has been made as part of the acquisition, raising concern for long-term fans of the brand.

Photo courtesy of Suunto