Swiss JURA Coffee Machines and Their Official China Agent

If you're looking to buy a high-end Swiss-made automatic espresso machine—like those from JURA—you probably want to know who actually sells them in China, whether they’re backed by the brand, and how to get service or support. It’s not just about finding any seller, but the right one with official backing.

JURA is a Swiss company founded in 1931, and since the mid-1980s it has specialised in fully automatic home espresso machines. All JURA machines are still made in Switzerland, and the official China agent is Shanghai HJ Coffee Co., Ltd (also known as Shanghai Qi Jie Economic & Trade Co., Ltd), based in Shanghai.

Who Is JURA and What Do They Make?

JURA Elektroapparate AG is a Swiss company established in 1931. Originally focused on high-end household appliances, the company shifted focus in the mid-1980s to develop fully automatic coffee machines for home use. Over time, thanks to patented technology and design innovation, it became a leading brand in this niche. Its product line has expanded beyond homes into offices and hospitality settings, serving businesses and institutions as well.

Global Reach and Operations

JURA is headquartered in Niederbuchisten, Switzerland. Though it began as a traditional Swiss brand, today it operates internationally with subsidiaries in Germany, Austria, Spain, and the Netherlands. The company also works with distributors and offices across the Americas, Asia, and Europe. All JURA machines are manufactured in Switzerland to ensure quality control—a key part of their brand value.

Brand Strategy, Marketing, and Partnerships

JURA’s success isn’t only built on the machines themselves. The company maintains full control over marketing, logistics, and after-sales service globally. Each regional office and agent tailors strategies to local markets, supporting the global expansion of the JURA brand. The company also works closely with its OEM manufacturer in Switzerland to align production with design and innovation goals.

In addition to operational excellence, JURA has built its brand through high-profile partnerships. Since 2006, Swiss tennis legend Roger Federer has served as JURA’s global ambassador, embodying the brand values of professionalism, precision, prestige, and passion.

JURA in China: Who Represents the Brand?

The official China agent for JURA is Shanghai HJ Coffee Co., Ltd, also referred to as Shanghai Qi Jie Economic & Trade Co., Ltd. Their contact details are:

• Address: Room D, 3rd Floor, Building 1, No. 543 Xinhua Road, Shanghai, China
• Postal Code: 200052
• Phone: +86 21 6294 0690
• Fax: +86 21 6209 9143
• Email: info@hjcoffee.com
• Website: http://www.jura.com/

This is the authorised channel for JURA machines in China, ensuring access to genuine products, proper warranty service, and official support.

Frequently Asked Questions

What is JURA?

JURA is a Swiss company founded in 1931, best known for manufacturing high-end fully automatic espresso machines for home and commercial use. Since the 1980s, it has specialised in this category and remains one of the leading brands worldwide.

Are JURA coffee machines made in Switzerland?

Yes, all JURA coffee machines are manufactured in Switzerland to maintain quality control. The company partners closely with its Swiss OEM manufacturer to ensure every machine meets its standards.

Who is the official JURA agent in China?

The official JURA agent in China is Shanghai HJ Coffee Co., Ltd (also called Shanghai Qi Jie Economic & Trade Co., Ltd), located at Room D, 3rd Floor, Building 1, No. 543 Xinhua Road, Shanghai. Their phone number is +86 21 6294 0690 and email is info@hjcoffee.com.

Does JURA have a global ambassador?

Yes, JURA has partnered with Roger Federer since 2006, who serves as the brand’s global ambassador. He represents the company’s values of professionalism, precision, prestige, and passion.

Where can I buy genuine JURA machines in China?

Genuine JURA machines can be purchased through the official China agent, Shanghai HJ Coffee Co., Ltd, or through authorised dealers and distributors they work with. Always buy from the official agent or verified sources to ensure authenticity and service support.

Recommended FrontStreet Coffee Blends for Espresso

For brewing with a JURA machine, FrontStreet Coffee’s Classic Blend offers rich crema and a balanced body ideal for lattes and cappuccinos, while the Specialty Blend delivers a classic European espresso taste with Brazilian and Colombian origins. Both are suited for home or office setups using high-end automatic machines. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.