The word in the luxury watch business is: head to the Middle East! Following recent news that TAG Heuer opened yet another location in the Middle East (marking a total of eight points of sale), Zenith Watches has officially inaugurated its third and biggest boutique in the Arab world.

During the opening ceremony the CEO and President of Zenith Watches, Mr. Jean-Frederic Dufour, declared, “Zenith has had a great influence on the luxury segment since its inception in 1865. The brand was instrumental in developing the watch industry and succeeded in achieving 170 patents and winning 1500 prizes for the precision of its watches. Zenith is part of LVMH, the leading luxury group in the world. This 1^st Zenith boutique in the Middle East is a new strategic step in the development and success that the brand is implementing”.
Another claim to fame that not all luxury watch brands can make, but that Zenith can, is that it is its own “manufacturing company”, meaning that it conceives, manufactures and assembles all its own movements in its workshop in Switzerland. The two mechanical movements for which the company is most known for is the Elite (standard movement) and the El Primero (chronograph movement).

Zenith watches marry technical skill and performance with spectacular style. Their luxury women’s watches really show this; collections like Star Love, Star Rock, Star Sea and Starissime are gorgeous watches with unbelievably unique designs. If you want to be different and not wear what everyone else does, go with a Zenith women’s watch.

Their men’s collections like the ChronoMaster, Defy Classic and Defy Extreme are examples of how Zenith creates strong, unique looks for men’s watches, merging power with precision and style.

The new Zenith boutique will be in the Dubai Mall and “reveals a new exclusive concept of the Zenith boutique generation and represents the essence of the brand in its design and the use of sophisticated materials and luxurious displays. On entering the Zenith boutique, a warm and contemporary environment has been created using the color brown (Zenith’s color of choice as seen in its logo).