After years of continued success in the Middle East, Zenith reaffirms its presence in the region by opening the first boutique carrying its name, facilitating interaction with watch lovers and collectors. The boutique has been  opened to public end of May 2009 in Dubai Mall-UAE and will be formally launched by the end of October 2009.

Zenith’s new boutique, the third and the biggest in the world, reveals the new exclusive concept of the Zenith boutique generation and represents the essence of the brand in its design and the use of sophisticated materials and luxurious displays. Entering the Zenith boutique, a warm and contemporary image reflects the Manufacture of Zenith in Switzerland and its characteristic collections in male and female watches. The brown identity color of Zenith reigns everywhere with wood embracing the boutique from all sides, giving it a welcoming and prestigious appearance.

The Zenith Boutique’s Opening is also a celebration of the 40^th anniversary of our El Primero movement. With the creation of the famous El Primero movement meaning The First in 1969, Zenith Manufacture became the inventor of the automatic integrated chronograph movement. Unrivalled to date, El Primero is the only chronograph movement capable of measuring short periods of time with 1/10^th of a second accuracy, a performance made possible by using a balance that oscillates at 36’000 vibrations per hour.

Mr. Georges Bechara, Regional Brand Director, expressed his pleasure in opening this boutique and said: “It is time to honor our clients in the Middle East and to offer them the ideal atmosphere to choose what suits them best from our creations. This step will not remain the only one in the region. We promise more projects that will strengthen our relationship with our dear clients”.

Mr. Bechara added: “Zenith enjoys a big success in the Middle East market. Our brand and business has been growing year after year. It is exciting to see how much our clients appreciate our Zenith’s 140-year old prowess in high-end watch making. Our goal is to further develop this position of the brand by showing our present status, improving the brand’s visibility and most importantly by providing the best service and choice to our clients.”