Damas, the premier jewellery and watch retailer, is showcasing the brand new festive collection of Parmigiani Fleurier, a leading Swiss watchmaking brand.

“Parmigiani Fleurier has unveiled a new watchmaking concept. Through these extraordinary timepieces, beyond the classic framework of Parmigiani collections, the brand shows itself in a bolder light than usual,” said Tamjid Abdullah, deputy managing director of Damas.

“Featuring dials which are hand-painted or set using extraordinary jewellers' techniques, all the models in the Collection Atelier are created in the spirit of haute couture within the Parmigiani Manufacture itself, by craftsmen renowned as the very finest in their field.”
Collection Atelier will travel throughout the world, often beyond the boundaries of traditional watchmaking routes, on a tour organised in conjunction with the brand's local sales representatives. It will be available for sale exclusively at these events.

The travelling spirit of the Collection Atelier is reflected perfectly in the display cases and furniture selected to accompany it. Authentic trunks, custom-designed by Parmigiani for optimum modularity and ease of transport, are used to produce a stunning brand environment specially created for the Collection Atelier.

Ten or more exhibitions will be organised worldwide in 2010, with Zermatt as the first destination in January, followed by St-Moritz during the White Turf horse racing event in February 2010. The journey will continue on to the Middle East, Asia and the USA.

The Collection Atelier, with its travelling spirit, features a hallmark Kalpagraph Manta model in Abyss Blue. Its galuchat strap and perfect minuscule teeth are beautifully reproduced on the dial. The two chronograph counters, hand-painted in the same style, appear to be covered in the same skin. The 444 diamonds set on the Collection Atelier Kalpagraph Manta weigh a total of 2.95 carats.

The traveller's spirit is again the  defining feature of the Kalpagraph Savane model. The grain and fine lines on its ostrich leather strap are perfectly stylised inside the two chronograph counters. A highly talented miniature-scale painter was responsible for this artistry, which is the only example of its kind in the world.

The new collections are now available at Parmigiani Boutique, Dubai, on level one of the New Retail Extension in Wafi Mall.-TradeArabia News Service