Swee Cheong Watch Company had a humble beginning. It was founded by Mr Lee Wang Keong, the late father of Mr Lee Kum Chuan during the British colonial rule in 1955, two years before the independence of the Federation of Malaya on 31 August 1957 or "Hari Merdeka" as known to Malaysians. Mr Lee Wang Keong started his first watch shop in Jalan Ismail in Kota Bharu, the city centre of Kelantan in Malaysia. Mr Lee Kum Chuan later took over the watch shop from his late father.

In 1988, Swee Cheong opened their first branch in Kota Sri Mutiara. In 2004, Swee Cheong started their first Rolex store concept in KB Mall. Swee Cheong has 8 shops and more than 30 employees today. Swee Cheong also carries more than 30 well known brands of watches.

From a humble beginning till today even, Mr Lee Kum Chuan of Swee Cheong has always emphasized to his employees on good and reliable service. Mr Lee himself believes that keeping a good reputation is the most important factor of all in his business and that is why his customers keep coming back to him as they trust in him.