The purpose of this study is to explore the business model for a cross-border watch company in the virtual market. The virtual market in this research focuses on mobile app devices and social communities. In the e-commerce market, the company uses community marketing and cross-border e-commerce to enhance its merchandise sales. In-depth interviews are applied to e-commerce platform experts. The findings suggest that the successful business model includes a clear brand positioning, exposure to social media channels, enhance of the webpage experience, and optimization of global cross-border e-commerce purchasing platform.