Swiss brand Armaan aims to fill the gap within luxury jewellery watch sector

Dubai, July 7, 2008: Armaan Swiss Diamond Watches is the latest luxury timepiece manufacturer that looks set to capitalise on the continued retail growth and high disposable incomes of the GCC sector.

Specialising in high-end diamond encrusted watches; Armaan SDW was launched last December in Miami, with the company taking its two collections to Europe at this year's BaselWorld International Watch and Jewellery Fair in Switzerland.

Nirav Bhansali, Managing Director of Armaan SDW, says that he has been keeping a close eye on the regional luxury watch market ever since his company's inception, his timepieces having been well received in the USA. The positive signs have encouraged him to extend his market portfolio.

"Our watch collections have already enjoyed huge success in the USA, which was our company's first market," he said. "It is clear to us at Armaan that customers in this part of the world are particularly discerning; appreciating both quality and tradition. Our collections will appeal particularly to these individuals as they fuse contemporary high fashion and luxury with well-established Swiss chronology," he added.

According to the Federation of the Swiss Watch Industry (FH), the UAE is ranked ninth globally for luxury Swiss watch exports, with a total value of US$272 million from January-May this year - an increase of 52 per cent over the same period in 2007. Bhansali is keen to cement his company's reputation among exclusive jewellery watch brands and his timepieces certainly fit this market profile, retailing as they do from US$3,000 up to US$85,000 for the most expensive model.

Headquartered in Lugano, Switzerland, the company is one of a handful that produces solely diamond embellished watches and it aims to maintain exclusivity in the market by creating only 3,000 available pieces in its first year.

Bhansali is keen to stress that the company's inclusion into the jewellery watch sector and use of high quality VVS diamonds does not detract from a position of corporate social responsibility. Armaan SDW, he says, aims to promote the concept of 'ethical opulence,' as each diamond used in an Armaan timepiece has been sourced from countries of non-conflict. Funds generated from the company's charity events, along with a percentage of money from the sale of watches, are chanelled through the 'Sans Sang' foundation; an organisation set up to help children who are affected by conflict diamonds in areas such as Sierra Leone.

At present, Armaan SDW's retail distribution includes five exclusive high-end retail showrooms across the USA. The brand is supported by a number of ambassadors from the sports and entertainment industries; including sports stars Dwyane Wade and Adewale Ogunleye, actresses Tichina Arnold and Nia Long, and R & B singer Kelis. 

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About Armaan Swiss Diamond Watch Company:
Armaan Swiss Diamond Watches are a new range of luxury diamond-embellished watches, which were launched in Miami, USA, last December. The company presented its timepieces in Europe at this year's BaselWorld International Watch and Jewellery Fair in Switzerland. Armaan SDW is headquartered in Lugano, Switzerland and has retail presence which spans five showrooms across the USA. The company aims to extend its market portfolio to the Middle East this year.

The brand's products are represented by a number of famous sporting and Hollywood celebrities, including Dwyane Wade, Jimmy Jean Louis, Tichina Arnold, Terry Crews, Adewale Ogunleye, Sanaa Lathan and Kelis.

Armaan Swiss Diamond Watches utilise conflict free diamonds in the construction of their timepieces.

© Press Release 2008