Sporty model inspired by Bugatti's legendary Type 57

Dubai, UAE (March 30, 2011) - Damas, the leading retailer of jewellery and watches in the Middle East, presents renowned Swiss watch brand Parmigiani Fleurier's first Flyback Chronograph Bugatti Atalante. Made entirely in-house, the sporty watch draws inspiration from Bugatti's legendary car Type 57, sold from 1934 to 1940, only seventeen of which were ever made in the Bugatti workshops in Molsheim.

Parmigiani's Bugatti Atalante continues the Bugatti saga which began with the now legendary Type 370 wristwatch. Inspired by the world of automobile design, it has a classic round 43mm case with the bezel and the case-back joining to form a satin-finished area, evoking the air intakes found on the side wings of sports vehicles. The acronym EB at 06:00 is there to mark the official alliance which brings the two companies together.

The chronograph push-pieces are positioned on the left of the middle for ease of usage so that they can be pressed with the thumb to start and stop the chronograph hands. In addition to the chronograph 30-minute counter and small second indicator, the Bugatti Atalante chronograph also displays two separate tachometric measurements. The first, on the bezel, allows movements at high speed to be timed and the second, on the 30-minute counter, facilitates the timing of slower speeds such as walking or running.

Dhanji Dedhia, Marketing Director, Damas Jewellery said, "We are very proud to introduce Swiss haute horlogerie watch brand Parmigiani's first Flyback Chronograph to the region. Inspired by Bugatti's iconic model Type 57 the limited edition model is the perfect fusion of artistic and high technical performance, and is sure to be coveted both by watch and automobile enthusiasts in the region." 

Parmigiani's new Bugatti Atalante Flyback Chronograph collection is now available at Damas Les Exclusives Boutiques in BurJuman Centre, Deira City Centre, Dubai Mall, Emirates Towers, Jumeirah Beach Hotel, Mall of the Emirates, Madinat Jumeirah, Saks Fifth Avenue in BurJuman and Wafi.

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About Damas:
The journey of Damas began in 1907. It has grown from a UAE based company into a global fashion and jewellery network spanning the Middle East, South Asia, Europe and North Africa. The Damas Group has over 376 stores in 13 countries around the world as of 30th April 2010. Damas houses internationally acclaimed jewellery and watch brands such as Tiffany & Co., Mikimoto, Daniel K, Faberge, Carrera y Carrera, Paspaley, Pasquale Bruni, Roberto Coin, Fope, Chronoswiss, Parmigiani, Perrelet, Quinting, Montega, Frederique Constant, Roger Dubuis, Vacheron Constantin, Girard-Peregaux, Chaumet, Sarcar, Hysek among many others. The innovative in-house collections include the majestic Bridal jewellery, exclusive jewellery brands such as Damas Cut, Boudoor, Hayati, Riwaya, Jawaher, Farasha, Fairouz, Harmony, Farfasha, Al Manthourah; watch brands Varotti and Aquamarin; and a wide range of other classic and contemporary jewellery and watch collections. Quality consciousness, inspirational leadership and international reputation have led Damas to win prestigious awards including the exclusive De Beers Award 2000, 2004 and 2007 for jewellery design. Damas International Limited is listed on Dubai Nasdaq (former Dubai International Financial Exchange) and its shares are traded under the ticker 'DAMAS'.

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For more information please contact:
The Idea Agency PR Department
Tel: 04-3434424 Fax: 04-3434305
e-mail: pr3@tia.ae

© Press Release 2011