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MENAFN - Khaleej Times - 07/06/2014
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(MENAFN - Khaleej Times) Bedat & co geneve joined hands with al futtaim watches & jewellery to launch its collection at five key shopping malls soons.

the swiss brand opened its first ‘shop-in-shop’ in the uae at al futtaim watches & jewellery’s ‘the watch house’ at wafi mall. — supplied photo

founded by industry legend mme simone bédat in 1996 it’s 100 per cent swiss-made luxury timepiece maker. embodying the needs aspirations and desires of women at its very core the brand is present in over 166 locations within the us europe japan china southeast asia and middle east.

“we already have operations in bahrain and qatar. other markets in gulf countries are under discussion and oman is expected to be the next country for our brand” bedat & co business development manager sabrina havet told khaleej times in an interview in dubai.

havet said that bedat is an accessible luxury brand and quartz watch price starts from dh10000. average price is around dh22000 she said adding that the cost of manufacturing is quite high for switzerland-based brand. all the watches are handcrafted and that’s another reason for high price she explained.

declining to provide exact figures she said: “it’s around 2000 pieces we manufacture every year. the company is exploring new markets and if demand goes up the production will be enhanced.”

the swiss brand opened its first ‘shop-in-shop’ in the uae at al futtaim watches & jewellery’s ‘the watch house’ store at wafi mall last week.

the store was inaugurated by thomas dotzek senior general manager al-futtaim watches & jewellery along with representatives of bedat & company. indeed the new ‘shop-in-shop’ is the first one among five others to open soon in the dubai mall mall of emirates dubai marina mall and one in abu dhabi.

“we are very excited about our entry into the uae market and our promising partnership with renowned retailer al-futtaim watches & jewellery. as the only brand for today’s modern women founded by a woman we are well versed with shopping environments and believe the watch house at wafi mall matches perfectly with our brand ideology!” bedat & co marketing director charmaine low said.

“our dubai brand-store will embody many of our trademark ‘identifiers’ including strong confident cherry-wood and deep rich purples in a beautiful art deco environment for which we are now very well known” low continued. “we believe having the right environment in which to display our elegant timepieces is a key to creating the right atmosphere an atmosphere uniquely ‘understood’ by women today” low added.

within the watchmaking world watch names are rarely consistent with the timepiece itself or with the brand. that is why the four bedat collections carry numbers. representing a unique phenomenon within the watch business this naming principle gives the watch lines a definite form of cohesion.

in addition numbers offer many other advantages in that they are easy to memorise universal and pronounceable in all languages.

the numbers do not follow on from each other and are not associated with any particular chronological order. the first bedat collection is thus not called no.1 which was created well after no3 and wno7.

at bedat numbers are timeless. it is impossible to say whether a watch is more recent than another not only because of their style but also because of their name.

— abdulbasit?khaleejtimes.com


Khaleej Times

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