Baume & Mercier officially launched its new boutique in Dubai Mall. The inauguration ceremony was hosted by CEO Alain Zimmermann and Ahmed Seddiqi & Sons management, and was followed by a lavish celebration event held at Armani Hotel. The brand’s sole boutique across the globe underwent extensive redesign to align with the unique new ‘Seaside Living in the Hamptons’ universe, and showcases the new 2011 collections.
The opening comes in the midst of Baume & Mercier’s new chapter, unveiled at the beginning of the year. “This is a very exciting time for us and the boutique opening offers an ideal opportunity to share our new concept with the Middle East. 2011 has been a very active year for Baume & Mercier with the launch of our new brand territory, and three new inspiring collections. The Dubai Mall boutique is our only in the world, and it is a great pleasure to celebrate the occasion together with our partners Ahmed Seddiqi & Sons,” stated Alain Zimmermann.
The boutique is beautifully designed in chic understated Hampton’s style, mirroring Baume & Mercier’s long-standing values of sharing, authenticity and continuity. It is exclusive and elegant, filled with natural materials and soft, delicate tones perfectly reflecting the seaside luxury concept of the new territory. The welcoming atmosphere, warm décor and remarkable use of light lend itself to the boutique becoming a space where visitors feel at ‘home’ in the Hamptons.
At the heart of Baume & Mercier’s new universe is the Hampton collection, launched in the Middle East in September 2011. This line, along with the other 2011 Capeland, Linea and Classima collections are available in the boutique. All of the Baume & Mercier timepieces, both for men and for women, were created in line with the Hampton universe, mirroring seaside ambiance and combining the art of living with stylish elegance.
To celebrate the inauguration of the new boutique, guests were immersed into the true Hamptons lifestyle with an exclusive cocktail reception, highlighting the new brand concept and bringing together old and new friends in an exquisite yet convivial setting. The magical occasion reflected Baume & Mercier’s standing as a memory keeper and partner for those special moments in life. After all, the brand’s new motto is “Life is About Moments”.
The Baume & Mercier boutique is located in the Watches & Jewellery section of The Dubai Mall, on the ground floor between the Grand Atrium and Bloomingdale’s, telephone +971 4 339 88 80.