In partnership with the Middle East’s largest Swiss watch retailer Ahmed Seddiqi & Sons, the oldest family owned Horlogerie brand, Audemars Piguet, unveiled its new flagship boutique at The Dubai Mall.

On November 20th, esteemed guests, collectors and press members joined Audemars Piguet Chief Executive Officer François-Henry Bennahmias; Giulio Papi, Director of Research and Development Audemars Piguet Renaud et Papi; Nicolas Garzouzi, CEO of Audemars Piguet for Middle East; Abdulhamied Ahmed Seddiqi, Ahmed Seddiqi & Sons Vice Chairman and Mohammed Abdulmagied Seddiqi, Ahmed Seddiq & Sons Chief Commercial Officer at an elegant cocktail evening to discover the new boutique.

“We look forward to inviting clients to immerse themselves in the heritage of Audemars Piguet at the new boutique in The Dubai Mall. It is with great pleasure that we mark this occasion once more with our long-standing partners and friends from Ahmed Seddiqi & Sons,” said François-Henry Bennahmias, CEO, Audemars Piguet, “The UAE is a very important market, with one of the strongest growth worldwide and introducing the brand’s new global aesthetic is a key step towards our presence in the region,” he concluded.

Situated on the ground floor of the mall, the boutique showcases an elegant design concept that captures the 140-year old brand’s core values: origins, artistry and extraordinary relationships. The blend of wood, metal and idyllic landscapes of Le Brassus, immerse clients in the Vallée de Joux in Switzerland, birthplace of Audemars Piguet. Created with the Valley’s atmosphere and base materials in mind, customers are invited to discover the brand’s heritage, craftsmanship and watchmaking expertise.

Emblematic/key timepieces as well as pieces from the new collection will be showcased around the boutique for watch enthusiasts and collectors to enjoy in an unparalleled level of comfort.

“We are thrilled to unveil the new boutique to our clients in Dubai and look forward to inviting guests to experience the Audemars Piguet legacy. The Dubai Mall boutique is a key destination in the region to showcase the store design that follows the brand’s global atheistic. The boutique evokes an authentic atmosphere of Audemars Piguet’s ‘home away from home’, inviting the customer to experience the brands origins, craftsmanship and watchmaking expertise.”