Before becoming Phasi Charoen’s go-to stainless steel kitchenware brand, Jaguar first made its mark in the fashion industry, specializing in leather and stainless steel watch straps. The business was founded and carefully nurtured by Sornchai Chanthayawijit from day one.

Though the fashion business was thriving, its uncertainty led Sornchai to explore a new industry. Anticipating the decline in demand for replacement watch straps, he turned to stainless steel—his material of expertise—and studied it in-depth, seeking guidance from metallurgy specialists. This deep research led him to develop kitchenware, spoons, and forks, a novel concept at the time when zinc-coated tableware was still the norm in Thai households.

The tiger head logo, later recognized as the Jaguar brand, became a symbol of durability, affordability, and value for money—gaining recognition both locally and internationally since its establishment in 1986.

Jaguar brand, became a symbol of durability, affordability, and value for money—gaining recognition both locally and internationally since its establishment in 1986.

72 Bang Waek Road, Khlong Khwang, Phasi Charoen, Bangkok 10160

Monday - Saturday / 08:00 AM - 5:00 PM (Closed on Sundays)

02-410-2424, 08-1359-9306

https://www.jaguarware.com

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