Tuesday, March 4, 2008

Parmigiani Fleurier opens world’s first boutique in Dubai

Damas, the leading international watch and jewellery retailer in the Middle East, has embarked on an adventure with Parmigiani Fleurier to open the luxury watch brand’s first signature shop located in Wafi Mall – one of Dubai’s major luxury destinations. Parmigiani Boutique Dubai is poised to become a true connoisseur's delight as it offers some of the world’s most celebrated timepieces.

Speaking during the press conference to mark the occasion, Michel Parmigiani, CEO of Parmigiani, commented: “Due to the constantly growing success of the Parmigiani Fleurier brand in the UAE over the past few years, thanks to the know-how and expertise of our representative, Damas; Parmigiani Fleurier felt obliged to offer its followers a prestigious location where comfort, elegance and refinement would be fully dedicated to the spirit of the brand.”


Tamjid Abdullah, Deputy Managing Director of Damas, raved: “We are very pleased that one of the world’s top watch brands has teamed up with Damas to set up its first stand-alone shop here in Dubai. The Parmigiani Boutique will house the most prestigious timepieces which are the outcome of over 100 production steps in the hands of expert watchmakers.”

“The latest collections will highlight the best Swiss watchmaking traditions, cutting edge technology and innovative design. Our highly selective clientele in the country cannot expect anything less from this remarkable Swiss watch brand which may be young in years but long in tradition.”

The new boutique is presenting impeccable design features. “Just like Parmigiani timepieces, the new boutique will also have a powerful identity of its own. Its distinctly modern appearance is the perfect backdrop for the streamlined and dynamic luxury watches espoused by Parmigiani Fleurier. An innovative project for the Swiss fine watchmaking brand, it is one of the facets of the "made-to-measure" philosophy that Parmigiani Fleurier likes to instill in each new creation,” explained Jean-Marc Jacot, Delegate of the Watch Holding of the Sandoz FF Holding, SA Lausanne, who was also in Dubai to grace the press conference.

The Parmigiani Boutique – Dubai will have some of the most elegant men’s and ladies’ timepieces given final touches of refinement by diamonds exquisitely arranged to follow the curves of each model. Accentuated by earthly colours, Parmigiani watches are also designed with adventure in mind and effortlessly integrate the best Swiss watchmaking traditions. Some of these highly refined watches take on a bolder, more imposing air in steel and are fashioned to withstand the test of time. Their curves are designed in perfect harmony with those of the wrist, ensuring optimum comfort for the wearer.

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