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Thierry Dubois is a Swiss-based entrepreneur in the watch industry. He is best known for pioneering Swiss wristwatches marketing in the early 1990s and combating the counterfeiting of luxury products.

At present, he is the managing director of the STU Group of companies, in addition to directing Asian operations for the Federation of the Swiss Watchmaking Industry (FH). He is known for his work for the promotion of Swiss wristwatches in the early 1990s and, more recently for his work regarding counterfeits of luxury products.

Biography
Dubois was born in Lagos, Nigeria to Swiss parents. He moved to Hong Kong with his parents moved in 1975, where his father was a operations manager the Swiss Watch Federation. There, Dubois developed an appreication for watches and branding.

After studying at the University of Lausanne, he started a company, Promo Services Ltd, to promote Swiss watch brands in Hong Kong, China, and India. Thierry proceeded to hold two exhibitions in Hong Kong to showcase Swiss watch brands.

From 1992 to 1996, he held annual exhibitions in Shanghai, and in 1994, he organized the first international exhibition of Swiss watch manufacturers in India.

After watch manufacturers started hosting their own events, Thierry published his own annual, The Swiss Watch Buyer’s Guide, with the French publishing group Hachette.

While promoting Swiss watch brands, Thierry befriended Swiss Watch Federation’s president, François Habersaat. Dubois was then hired by FH Promotion Ltd and was later promoted to managing director of Asia-Pacific after the retirement of his father in 2001. He took up a position at STU in 2000, to enforce intellectual property rights for international clients.

In 2016, he started work to protect national intellecal property rights, by stopping sellers who were using the Swiss national flag without any authorization. He is currently working on the misuse of “Swiss Made” on watches made in China.

Unreal campaign
Since 2015, Dubois has been an active member of the International Trademark Association's Asia & Pacific subcommittee. He has worked to educate teenagers on what a trademark is and what makes a fake, empowering them to make smart purchasing decisions and encouraging them to purchase real products under the INTA Unreal campaign. This inspired him to co-founded Ten Thousand Generations Foundation in order to aid underprivileged children and their families who were working in factories producing fake products in China by prioritizing education.

History
In December 2013, Facebook changed its algorithm and added a default autoplay setting for videos that significantly increased video viewership on the platform.

On June 25, 2017, the team launched a Facebook page that features short first-person DIY recipe videos.

EHPlabs
On October 16, 2017 Muscle Kitchen officially became EHPlabs main video content creator, reaching an audience of nearly a million viewers per video.

Kambrook
In 2017, Muscle Kitchen partnered up with Kambrook to launch their "Blitz2go" campaign that consisted using the Blitz2go recipe book. Each video advertised the Blitz2go allowing the audience to see the product in use.

Smash Enterprises
In 2017, Muscle Kitchen partnered up with Smash Enterprises to launch their "Back to School" 2018 campaign, starting in mid-January 2018. The campaign has introduced "Muscle Kitchen Junior" as a Muscle Kitchen spinoff focusing primary school children.

Content and Production
Muscle Kitchen content videos are filmed and produced by 7 employees at the EVOAC office located in Melbourne, Australia.

During the weekly meeting, the crew, including the cooks and the producers decide on the final recipes of the future videos. The production process starts with the purchase of needed ingredients online or through the local grocery store. At the in-house kitchen studio, the ingredients are unpacked and prepared for the filming. During the shoot, the food is being prepared with the simple hand movements from the first-person perspective. Through the editing process, the material is mounted in chronological sequence, using the quick cuts, slow motion, and short on-screen instructions and is accompanied by instrumental music track. At the final frame, the cook separates a piece of the well-presented dish, then the Muscle Kitchen logo appears accompanied by “Bon appetit” catchphrase.