News After Geneva, Tokyo and Kiev, Antoine Preziuso is now firmly established in the Middle East following the opening of a store in the Wafi City Mall in Dubai.
The Wafi City Mall is without a doubt the most chic of Dubai’s shopping centres in terms of the concentration of prestigious brands, with more than 350 stores in total. The architecture, inspired by ancient Egypt, is not the least of its attractions. The construction is shaped like a pyramid, its entrance guarded by giant sphinxes. Inside, there are statues of pharaohs, columns like those at Karnak, walls sculpted with hieroglyphs and arrays of multi-coloured stained-glass windows.
Against this impressive backdrop, Antoine Preziuso has created not just a simple point of sale, but a veritable showcase for his prestige horological designs. With a floor space of 250 m2, the store is bathed in light thanks to a subtle interplay of glass and mirrors. The choice of materials and decorations, such as the black marble floor contrasting with bare white walls, crystal chandeliers, elegant furnishings and deep red carpets, reflects the determination of the Geneva watchmaker to align the store’s architecture and décor with the local culture. This world of discreet luxury mirrors the products on display, while the meticulous finishes and attention to detail illustrate the brand’s tradition of savoir-faire and excellence.
Four shop windows highlight the watch collections of Antoine Preziuso – limited-edition creations combining traditional watchmaking expertise with abundant creativity - as well as jewellery collections organised by his daughter Laura, while the wide expanses of glass attract the eye of passers-by. The entrance gives visitors an instant, panoramic view of the store and invites them to share a special moment in the world of haute horlogerie. A private lounge offering comfort and confidentiality is available to collectors.
To coincide with the opening, Antoine Preziuso presented his Tourbillon monumental, a model developed from the movement of a pocket watch dating from 1928 and housed in the largest wristwatch case ever produced: 65 mm in diameter! A subtle reference to the tallest tower ever built, Dubai’s Burj Khalifa, reaching to a height of 828 metres. Meanwhile the official inauguration, attended by hand-picked personalities, is expected to take place in September.
May 26, 2010
