Parmigiani Fleurier is set to open the luxury watch brand’s first signature shop in Dubai, the company said in a statement.

Damas, the leading international watch and jewellery retailer in the Middle East, has joined hands with Parmigiani Fleurier to open the shop in Wafi Mall.

Parmigiani Boutique Dubai is poised to become a true connoisseur's delight as it offers some of the world’s most celebrated timepieces, the company said.

 “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,” said Parmigiani chief executive officer Michel Parmigiani.

“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,” said Damas Deputy Managing Director Tamjid Abdullah Damas Deputy Managing Director Tamjid Abdullah.

“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 captures the true spirit of Swiss horological excellence by presenting impeccable design features. Its lavish setting offers the privilege of admiring the brand's most beautiful timepieces in complete confidentiality, the  company said.

“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,” said Jean-Marc Jacot, dDelegate 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.  –TradeArabia News Service