With only two years of preparations, Eternity was founded in April 2013, and after just one year of operations the brand has garnered much favor, both at home and abroad. With years of diverse yet specialized experience within the industry between them, Will Lee -who is responsible for product development, and Jia-Xian Chengresponsible for marketing, have a good nose for future product and feature developments.

"Eternity place emphasis on quality and lead times." said Will Lee, "Design is our strength, and in order to meet customer and market needs, we must continually develop and innovate to find our own niche." From initial designs through to finished article, the company's products are 80% manufactured in-house, ensuring that quality and production control standards can be strictly implemented. Adhering to ISO manufacturing standards, and with well-equipped facilities, Eternity has significantly improved overall production efficiency.

Eternity focuses mainly on high-end rims, and while the company's main products are welded rims, they have already started using composite materials (AL- Mag / AL-6013) for ultra-lightweight rims. Eternity is not only an OE manufacturer, but is also very strong in developing their own products. The company already has 12 road, MTB and downhill rims which have been well received by the market. In order to satisfy current market demands, the company has developed six types of rims designed especially for disc brakes on road bikes.