After the distinguished opening of the first boutique in Dubai at Mall of the Emirates in 2005, Audemars Piguet, the oldest fine watchmaking manufacturer still in the hands of its founding families, is pleased to announce the opening of its second boutique in Dubai at Dubai Mall. On April 11th, in presence of distinguished guests of Dubai City, Audemars Piguet CEO Philippe Merk, CEO of the brand for Middle East Nicolas Garzouzi and Mr.Mohammed Seddiqi cut the ribbon officially inaugurating the new boutique.
The association between Ahmed Seddiqi & Sons and Audemars Piguet dates back to 1973 and has been officialized on June 1st, 1988. The partnership is now further reinforced with the opening of the second Audemars Piguet boutique in Dubai. “The decision to establish a second presence in the city of Dubai is based on three reasons: Dubai people’s sensitive taste for fine watchmaking followed by the growing demand for our brand in this country as well as the close relations we enjoy with our exclusive agent Ahmed Seddiqi & Sons”, explained Mr. Nicolas Garzouzi, CEO of Audemars Piguet Middle East.
The new boutique successfully integrates the brand aesthetic and identity codes, focuses on the use of understated, elegant and natural materials, as well as lighting that is particularly well suited to accentuating the spacious nature of the premises.
The outside windows feature long pearl-grey drapes with refined printed motifs reminiscent of movement gear trains. The area is divided into two distinct parts. The first welcoming area is beautifully adorned with light-coloured wooden flooring, a long bookcase featuring a combination of watchmaking books and showcases, as well as large luminous frames displaying the brand’s latest releases. In the centre sits a magnificent long table carrying a succession of elegant glass cubes housing the precious Audemars Piguet collections. A little further, behind a thick partition in wenge wood, lies the Lounge area at the back of the store. Within this discreet, cosy place with its plush beige-coloured carpet, wenge wood bookcase, and a huge velvet curtain sliding along the wall, customers can relax in an intimate setting as they try on the latest watch creations from Le Brassus.
To celebrate this high-level opening, a reception was organized by Audemars Piguet in collaboration with Ahmed Seddiqi & Sons, and brought together Mr. Philippe Merk, CEO of Audemars Piguet, Mr. Abdulmagied Ahmed Seddiqi, Chairman of Ahmed Seddiqi & Sons, Mr. Nicolas Garzouzi, Chairman of Audemars Piguet Middle East, as well as a selected number of VVIP guests and media representatives. In this prominent occasion Mr. Merk declared: “Our brand image and values are very much integrated in this new boutique. It reflects the unique mastery and artistry of Audemars Piguet while emphasising on our origins, Le Brassus nested in la Vallée de Joux, and our exclusive relations”.
This boutique with its delicate interior design is a perfect showcase in which to exhibit the brand magnificent collections and emblematic products, as well as the fine craftsmanship of its meticulously fashioned timepieces.