Dubai, UAE, November 18, 2004: Rarity and natural beauty are the qualities that have made the diamond such a special and magical stone. And the latest watch collection from Longines, created especially for the Middle East, has this unique jewel at the heart of its stunning designs.

"A byword for elegance, Longines is heavily influenced by the tastes and aspirations of its customers, and the new Longines Diamond Collection has been inspired by the brand's Middle East clientele," said Hikmat Traboulsi, Regional Brand Manager, Longines Middle East, who provided consultancy to the collection's design team in Switzerland.

Traboulsi said: "Diamonds are a symbol of style, status and success, and are perhaps more valued in the Gulf than anywhere else in the world. A Longines diamond collection for the Middle East was therefore a natural choice."

According to leading Middle East business magazine 'Arabies Trends', diamond jewellery sales in the United Arab Emirates and the Middle East have increased 15 per cent so far this year compared to 2003.

Dubai boasts the highest carat weight per diamond purchased in the world, and, incredibly, the tiny UAE emirate accounts for US$1 billion of the US$70 billion global diamond trade.

The 35 pieces in the Longines Diamond Collections are variations of three established Longines collections: Longines DolceVita, Grande Classique, and Longines Evidenza, which made its regional debut at the beginning of the year.

Only the highest quality diamonds appear in the collection; each stone has a full cut to achieve the maximum brilliance and is virtually flawless. All the gems used in the collection are rated VVS, which stands for very, very slightly included. They are also colourless TW, and this further enhances their value.

There are between 28 and 124 diamonds on every timepiece in the Longines Diamond Collection, and each model is between 0.26 and 1.20 carats in weight. The collection is available at all Rivoli outlets in the UAE, and leading outlets across the Gulf.

Longines is part of the Swatch Group Ltd, based in Biel, Switzerland. For more information, visit www.longines.com 

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For more information, please contact
Kezia Frayjo/Rana Bechara                                                                  
Polaris Public Relations    Dubai,
UAE
Tel: 009714-3348522                                                                 
Fax: 009714-3341326                                                                 
r.bechara@polaris-me.com  
k.frayjo@polaris-me.com

Hikmat Traboulsi
Longines
Dubai,
UAE 
Tel: (+9714) 3300455
Fax: (+9714) 3300398
Hikmat.Traboulsi@swatchgroup.com   

© Press Release 2004