Burj Al Arab gets Philip Stein’s debut Middle East boutique
Luxury Swiss watch and jewelelry manufacturer, Philip Stein, has opened its first standalone flagship boutique in the Middle East at Burj Al Arab.
The brand preferred to locate its store at the self-claimed seven-star hotel over any of the city’s popular malls: this was done to “symbolise the grand vision that we have for a unique brand such as Philip Stein,” Dambir Chadha, chairman of Precious Time, the sole distributor of the brand in 41 countries including those in the Middle East, tells AMEinfo.
“The flagship boutique of the region should highlight the prestige of the brand and what it presents,” he adds.
In addition to its positioning in the high-end market, Philip Stein incorporates Natural Frequency Technology (NFL) and claims that its watches and bracelets help those who wear it feel more focused and less stressed, thanks to the device channelling “natural and beneficial frequencies” towards one’s body.
The Burj Al Arab boutique will focus on higher-end products and will feature a 3D holographic display, which depicts the mechanism of a Philip Stein watch.
The brand already has plans to expand across Dubai and the GCC region through its retailers, mainly Damas and Al Futtaim.
“Our partnership with Damas should give us a reach to become one of the most prominent brands in the Middle East,” Chadha says.
Philip Stein’s products are set to be available in more than 100 Damas outlets by the end of 2016.
However, the retailer confirmed that the next Philip Stein boutique is already being planned and is set to open in “one of Dubai’s prominent malls”. A date of opening was not confirmed.