CHERRY MX inside: Perfect keyboards for gaming, workplaces and creation

CHERRY, a leading manufacturer of high-quality mechanical keyboards in China, attracts many gamers and esports players. The company offers its fans and customers precisely the products they want via a growing variety of online and offline sales channels. Rolf Unterberger, CEO of CHERRY, gives his views on CHERRY's future in the China market.

CHERRY has established itself in China as a leading manufacturer of high-quality mechanical keyboards. Many gamers and esports players swear by the brand. How important is the Chinese market for CHERRY?

CHERRY's success story began in China 12 years ago and endures to this day. Due to the popularity of CHERRY among gamers, China will continue to be the most important single market for us. At the same time, CHERRY Inside remains relevant to buyers — the major keyboard brands advertise their products with our CHERRY MX technology. In short innovation cycles, we are launching new innovations, such as our ultra-low-profile switches. In doing so, we have contributed significantly to our strong brand as we offer our customers precisely the products they want. With our own range of gaming keyboards, we are regularly one of the best-selling brands in China on Singles Day and are even mentioned in textbooks for gaming students. China is also very important to us because we operate state-of-the-art production facilities here.

Why is CHERRY so popular in China?

Gamers in Asia have been successfully relying on CHERRY for several years and in many instances have been able to take advantage of mechanical keyboards in terms of their quality, speed, and accuracy. CHERRY therefore has a considerable presence in the gaming community and supports successful influencers and entire esports competitions.

We also offer exciting designs and innovations — CHERRY design should stand out from the mainstream and always be one step ahead by embracing new materials, production techniques, and the best possible functions.

Will CHERRY continue to be primarily a brand for gamers?

Over a billion people worldwide play games on PCs and need powerful equipment to do so. With our new ultra-low-profile switches, which are just 3.5 mm high, we want to dominate the market for premium notebooks — for gaming and office applications. The number of creators is increasing. Just like professional gamers, they rely on high quality keyboards. These enable fast, effortless typing and are particularly important for creative work. Our CHERRY Gold Crosspoint precision switches developed and made in Germany help ensure a lifetime of up to 100 million strokes without loss of input quality.

Is mobile working a significant trend that CHERRY wishes to exploit?

"Work from anywhere" is an unstoppable trend. Users want keyboards that are easily portable, yet still of a quality high enough to enable them to play games. We have developed our new, responsive CHERRY MX-LP 6.1 wireless keyboard with just 68 keys precisely for this purpose. A slim mechanical keyboard in a high-quality aluminum housing gives you professional performance at any time — wherever you are.

Are users getting more demanding when it comes to keyboards?

Definitely — and the difference is noticeable: "CHERRY inside" is and will remain a key indicator of quality, prompting many customers to buy a premium keyboard.

Anyone who is familiar with hardware knows that mechanical switches offer an absolute advantage in terms of quality, durability, precision, and feel. Anyone who has ever typed on a CHERRY keyboard is simply smitten.