The move closely follows the opening of Appella’s regional headquarters in Dubai’s Jebel Ali Free Trade Zone earlier this year.
A fully owned subsidiary of the Geneva, Switzerland based, Montres Appella Sarl Group, Appella has, since its establishment in 1943, become synonymous with superior workmanship, successfully integrating contemporary design elements, with the best of Swiss watch-making tradition.
The Appella brand today has a presence in more than 70 countries world wide, with a service network spread in over 32 countries. The Appella range consists of three broad collections; Appella 18K Solid Gold, Appella Mechanical and Appella Classique.
Mr. Wazir. Ali. Daredia, the Dubai-based Regional Managing Director of Appella International SA, said: “With its unique demographic mix, cosmopolitan and vibrant lifestyle, and a young and extremely fashion and quality-conscious population, the Middle East represents a key market for Appella.
“We have charted a twin-pronged aggressive growth strategy for the Appella brand in the region, which will be focused on marketing our 18K Solid Gold and Mechanical collections, on the one hand, while simultaneously enhancing our distribution network across the region, on the other,” he added.
“We have, to this end, signed an exclusive Middle East-wide distribution agreement with Brandz International. Brandz is emerging as a key player in the region, that offers a structured network of agents and brand building expertise to premium brands in the Middle East through its extensive knowledge of luxury goods and wealth of experience,” he further said.
The CEO & Director of Brandz, Mr. Aziz Merchant, has been a Strategy and Business Development Consultant to the well-known Chalhoub Group, a key player in the luxury goods industry in the region.
“The focus of the strategy will be to increase Appella’s awareness in the region, establish a structured network of agents and invest in the brand’s qualitative presence through media and point of sale merchandising. The aim is to enhance its total equity and position it as a key Swiss brand that offers excellent price/quality ratio, effectively bridging the gap that currently exists within the high end Swiss made time piece sector. Our ability to offer consumers three niche product categories will be our competitive advantage.” he added.
“We are certain that Appella will continue to grow from strength to strength and emerge as an industry leader in the near future. Brandz is committed to working alongside Appella to realize the ambitious goals that have been set for Appella in the Middle East,” concluded Mr. Merchant.
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