Dubai, UAE; Baume & Mercier officially launched its new boutique in Dubai Mall on Tuesday, 18th October 2011. The inauguration ceremony was hosted by CEO Alain Zimmermann and Ahmed Seddiqi & Sons management, and was followed by a lavish celebration event held at Armani Hotel. The brand’s sole boutique across the globe underwent extensive redesign to align with the unique new ‘Seaside Living in the Hamptons’ universe, and showcases the new 2011 collections.

To celebrate the inauguration of the new boutique, guests were immersed into the true Hamptons lifestyle with an exclusive cocktail reception, highlighting the new brand concept and bringing together old and new friends in an exquisite yet convivial setting. The magical occasion reflected Baume & Mercier’s standing as a memory keeper and partner for those special moments in life. After all, the brand’s new motto is “Life is About Moments”.

The Baume & Mercier boutique is located in the Watches & Jewellery section of The Dubai Mall, on the ground floor between the Grand Atrium and Bloomingdale’s, telephone +971 4 339 88 80.