Dubai, U.A.E Nov. 14, 2006: In the world of watchmaking, there are brands which invent and create and ones, which with skill and patience perfect the designs of others. In a nut shell Perrelet is all this and much more. Having invented the first automatic watch in 1777, Perrelet has a legacy of being the official watchmaker to the Kings of France.

Perrelet is a company steeped in rich history. The brand innovated and perfected a range of new combinations to improve the way timepieces ran. Abraham-Louis Perrelet, the genius behind the success of the brand produced cylinder escapements, duplex escapements, perpetual calendar escapements and equation of time escapements., He created the draft model, gave it the finishing touches, pinions, wheels, escapement and winding mechanism.  An indefatigable researcher, Perrelet focused his efforts on developing a system to do away with the daily core of winding. It was towards 1770 that his efforts were to bear fruit. His invention was based on a wholly innovative principle: namely that the barrel mainspring could be wound using the energy generated by the natural movements of the wearer. With this ingenious mechanism, Perrelet made it possible to harness the energy generated by simple body movements and use it to wind the mainspring. The idea was both simple and brilliant.

His grandson also lost no time in making a name for himself, becoming an official watchmaker for three French King and being credited with inventing the split second chronograph.

Over the years, Perrelet has imbibed and retained its tradition of being an exclusive watch maker coupled with the latest technology and know-how. Today, the brand Perrelet considers as one of its most important missions to interpret the rich heritage of its founder in a true and modern way.

Perrelet has designed for its highly knowledgeable clientele two models that are unique in the world and exclusive to the brand - The P-181 calibre model, with three hands, date and double rotor (developed in 1995) and the P-1030 calibre model, with central hands to indicate the hour, minute and date and a big size, central lunar phase (launched in 2006).

The cases and bracelets of these collections are exclusively made of true materials (stainless, steel, solid gold 18 carat, platinum 950, palladium 950). Cases are set with the highest quality diamonds and all models are fitted with non-reflecting sapphire glass. The design of these products can be defined as the contemporary interpretation of the brand's heritage, sustained by the meticulous care given to manufacturing quality and finish.

Talking about the men's collection, Perrelet this year once again demonstrates that a high quality timepiece does not require a traditional display. Perrelet's brand new model with its P-191 calibre, which was developed in the finest watchmaking workshops in the Valle de Joux, offers jumping hour technology with a large aperture positioned at 12 o'clock. This aperture reveals the hour, which jumps as soon as the minute hand reaches 60.

All the watches coming from the house of Perrelet require painstaking attention to detail. The parts of the movement are produced and tested piece by piece. Once all the different components have been completed, the operations of surface treatment and decoration such as colouring, circular graining, bevelling etc. start, according to the high standards of the company.

"Perrelet stands for the eternal values, inherent to traditional luxury watchmaking. They are characterized by authenticity, design and quality. The brand conveys strong emotional values linked to its prestigious past, and offers a truly authentic alternative to the marketing-driven life-style brands," said Mr. Tawhid Abdullah, Managing Director of Damas, where the Perrelet watches are available at.

Given the rich background, exceptional designs and high quality, the company has many loyal customers worldwide, including the UAE. The brand has been doing exceptionally well in this market, where Perrelet buyers have been faithful to it and an increasing number of people are attracted to the name. After all, who doesn't want to feel like royalty?

The Perrelet watches are available in the UAE at Damas Les Exclusives boutiques located at Deira City Centre, Mall of the Emirates, Burjuman Centre, Saks 5th Avenue, Ibn Batutta, Madinat Jumeirah, Emirates Towers, and also at select Damas stores in Kuwait and Bahrain.

-Ends-

About Damas:
From a humble beginning in 1907, Damas has grown to become UAE's biggest jewellery house. Not just limited to the Emirates, Damas is today a global brand. With over 200 sales points worldwide, the jewellery house boasts of its presence in the entire gulf region, including Egypt, Sudan, Jordan, Oman, and Lebanon to far off places like India, USA, Italy, Libya and the Maldives.

Nearly all big, internationally acclaimed jewellery and watch brands of the world are present at Damas. The famous retailer houses well-known names like Tiffany & Co., Mikimoto, Paspaley, Escada, Pasquale Bruni, Leo Pizzo, Laurentia, Baraka, Chronoswiss, Parmigiani, Perrelet, Quinting, Montega, Frederique Constant. These are just a few among a list which is exhaustive.

Damas needs no introduction but the basic tenets of excellent craftsmanship, unsurpassable quality, visionary leadership, best customer service and untainted reputation are at the core of its standing. Recognising its praise worthy contribution to the jewellery industry, Damas has won many prestigious awards including the exclusive De Beers Award 2000 & 2004 for jewellery designing.

For further information, please contact:
The Idea Agency PR Department
Tel: 04-3434424
Fax: 04-3434305
Email: pr@theideaagency-me.com

© Press Release 2006