Hublot Boutique reopens its doors in Prestige – The Avenues, in the presence of Hublot Regional Director Middle East & Africa Marco Tedeschi, members of Morad Yousuf Behbehani and Friend of the Brand, Arab Superstar Ragheb Alama.

Prestige at The Avenues was buzzing with anticipation on October 23 for the reopening of the Hublot Boutique, which has recently undergone a facelift bringing all of Hublot’s DNA and ‘Art of Fusion’ to its prestigious interior.

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The boutique reopened its doors to the public after a ribboncutting ceremony attended by Marco Tedeschi, Regional Director Hublot Middle East & Africa; Ali Behbehani, President of Morad Yousuf Behbehani, and Hublot’s first Friend of the Brand from the Middle East, Arab Superstar Ragheb Alama, who flew in for the occasion. You can read our conversation with Ragheb Alama here.

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Marco Tedeschi (above, with Passions Arabia’s Zeina Mokaddam), spoke with us too, “We’re here to celebrate the reopening of the boutique at The Avenues. We reopened because we completely refurbished the boutique with the latest concept.

When we first opened the boutique, it was a very new concept designed by the famous architect Peter Marino, and the concept was very special. Actually, the previous concept in Kuwait was the same as in New York, Tokyo, Abu Dhabi and Paris.

As part of the new strategy, we worked again with Peter – who recently created our flagship on Fifth Avenue in New York – and brought this to Kuwait. The main difference is in the colours we’ve used – we’ve moved from browns towards black and grey tones. This reflects the image of the brand.

2017’s Ferrari collaboration was amazing – we had a very successful event at the beginning of the year. We notice that other watch brands are following us today – but this is good.

When you’re being followed it means you’re successful. We are now working on the future with a new Kuwait Edition. We should see this at the beginning of next year. Of course, we’re working with the Behbehani family on this.

There are two steps for this. As well as our own team and the family working together, we sit down with clients too. We learn what they need, what they’d like to see, what are their wishes in terms of design – we consider all of this.

I’m often asked how I’d introduced Hublot to someone who doesn’t already know us. I’ll give you an example linked to another market. Let’s take the brand in China. It’s a new market. It’s a very interesting market. Everyone wants to do well there. Of course, we want to develop our business there. We did a study to find out what the people like – in China they like three-hand watches, a white dial, not too sporty and with a brown leather strap. I would say this is what is sold the most.

So, we created products like this and, do you know what, they didn’t sell. They wanted the original Hublot style. Our clients in China, and I think it’s a case that can be applied worldwide, are the young generation.

Their average age is around 30, and when you look at what we’re selling in China they are all the most sporty and bold designs. It’s interesting. The young generation doesn’t want to buy the same watch as their parents. I believe this is why we are so successful – because we always do something different.

Always different, always unique.”

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Inside the refurbished boutique, members of the press had the opportunity to discover the latest Hublot watches on display, such as the Big Bang Unico Sapphire in its 4 versions: transparent, black, blue and red sapphire; the new edition of the Classic Fusion Blue with its black ceramic case and blue sunray satin-finished dial; and the Classic Fusion Berluti Emerald Green, which brings together fine watchmaking and the delicate craft of leather making. And last but not least, the  Techframe Ferrari Tourbillon Chronograph, launched earlier this year in celebration of the 70th anniversary of Ferrari. The completely new collection was produced in 70 limited pieces for each version, commemorating 70 years of Ferrari, with whom Hublot shares many values and a quest for perfection.