Swiss watches and jewellery are symbols of a luxurious and opulent world. And which country knows more about unparalleled affluence than the UAE as it ranks eighth among the top countries to which Swiss watches are exported.
According to the Federation of the Swiss Watch Industry, in February 2007, 42.6 million francs (about Dh130 million) worth of Swiss watches were exported to the UAE.
"The Middle East is an important region for Harry Winston and our presence here is gaining strength every year. The extraordinary economical and cultural development of the region makes the Middle East an attractive market for our brand.
It is an excellent market for our products since our typical customer in the region is sensitive to quality, exclusivity and craftsmanship," says Christophe Nicaise, Regional Director, Harry Winston Middle East.
King of diamonds
Harry Winston's reputation as the king of diamonds was cemented during the '50s when Marilyn Monroe sang 'Talk to me, Harry Winston' in the song Diamonds are a Girl's Best Friend. "Our founder, Harry Winston, owned and sold 60 of the 300 largest diamonds in the world," says Nicaise.
Today, Harry Winston is the only jeweller in the world who has a museum gallery named after him - the Harry Winston Gallery at the Smithsonian Institute in Washington DC displays the brilliant sapphire-blue Hope diamond as its centrepiece.
According to Nicaise, Switzerland is historically considered the cradle of horology as the most able watchmakers in the world are based there. "In Switzerland, the know-how about horology has been passed down through generations. In line with the company policy, our timepieces are designed and manufactured in Switzerland, as the country has the best craftsmen and watchmakers," he says.
Limited production
Edouard Cottin, Brand Director, Piaget, says that the aesthetics of a product, technical know-how and daring creativity in designs is what sets Swiss watches apart. Produced in limited quantities, Piaget watches and jewellery are designed and manufactured in-house. "At Basel, we introduced a new collection titled 'Limelight Party' for our watches for women (playing with new creative themes that inspired our feminine timepieces and jewellery). For men, we are coming up with four new movements that will take Piaget to a step beyond in the complications mastery," says Cottin.
The importance of the Swiss watch industry can be gauged from the fact that at the recently concluded Baselworld watch and jewellery show, Swiss finance minister Hans-Rudolf Merz described the watch industry as the backbone of the Swiss economy.
Natalia Signoroni of FPJourne says that Swiss watches have a certain element that sets them apart. "Our products are in a niche segment and we produce only 850 watches every year. Our watches are mechanical with high complications and cater to an international and well-travelled clientele. In the Middle East, the number of serious watch collectors is growing. The last creation of FP Journe, a sonnerie watch named Sonnerie Souveraine, can be made only at four exemplars per year at a cost of 700,000 francs (about Dh2.13 million)," says Signoroni.
FP Journe won the Gold Hand Award last year for the creation of Sonneire Souveraine during the Geneva Watchmaking Grand Prix. The Grand Prix has been created by the city of Geneva to promote the culture of horology among the general public.
"As a brand you can register in different categories. The only criterion is that a registered watch should retail at stores - too many companies don't deliver the piece or the watch does not work properly. Then from the first selection (10 are nominated in each category), the final selection is whittled down to two per category," says Signoroni.
"During the ceremony that is held every year in November, two brands per category are presented after which the winner per category is decided."
