To celebrate this event, Jean-Christophe Babin, President and CEO of TAG Heuer flew in to Dubai for the occasion. And to make this memorable moment even more historical, Mr. Jean-Christophe Babin, alongside Mohammed Abdulmagied Seddiqi, the Vice President of Sales & Retail at Ahmed Seddiqi & Sons and Luc Decroix, General Manager of TAG Heuer Middle East; awarded Mr. Mohammed Ben Sulayem, the brand local ambassador, with TAG Heuer Lifetime Motor-Racing Achievement Award.

 

Over 200 VIP guests attended the evening out of which Hatem Alakeel, Saudi Fashion Designer and founder of TOBY, alongside many other prominent celebrities. They enjoyed an exquisite one to one magician’ show that made watches disappeared and reappeared in front of their own eyes. They were then delightfully invited to discover the latest novelties which have just been launched in Dubai : the iconic TAG Heuer Carrera 1887 43mm, part of a legendary collection celebrating its 50^th anniversary in 2013, and the newly designed Link Lady, epitomizing the feminine elegance, sophistication and glamour, one can expect from TAG Heuer timepieces.

 

Jean-Christophe Babin, President and CEO, TAG Heuer said, "I am very happy and honoured to be here today in Dubai for this extraordinary event celebrating both a great new Flagship in Dubai as well as the middle-east most legendary and successful motoracing champion and today Vice President of FIA, Mr. Mohammed Ben Sulayem. Mohammed has won more regional championships and more international rallies than any other racer in history and we are proud to present him today with the very exclusive and prestigious "TAG Heuer Lifetime Motoracing Achievements" award which has been presented insofar to 4 champions only in the past 15 years. Together with this award I am delighted to present to Mohammed with a unique Monaco V4 Ti specially engraved with his name and todays award. The Monaco V4 is together with the Carrera MikrotourbillonS, TAG Heuer single most innovative and iconic Haute Horlogerie masterpiece embodying perfectly TAG Heuer unique mastership of technology and design".

 

Mohammed Ben Sulayem, FIA Vice-President for Sport and TAG Heuer local brand Ambassador, “I'm very honoured by this very sought-after distinction as well as by partnering with such an innovative and prestigious watch company as TAG Heuer. Their motoracing inspiration dating back from one century is clearly visible in the Monaco V4 Masterpiece so much reminding a sportscar engine. And the new Boutique concept we celebrate tonight at BurJuman perfectly embodies the Brand contemporary luxury lifestyle."

 

Luc Decroix, General Manager TAG Heuer Middle East added, "I am honored to be part of this celebration as this store is a strong statement of the achievement and awarenessTAG Heuer has achieved in the region and all this was possible thanks to Seddiqi & Sons’ faith in the brand."

 

Mohammed Abdulmagied Seddiqi, the Vice President of Sales & Retail at Ahmed Seddiqi & Sons added, TAG Heuer is one of the strongest brands in Ahmed Seddiqi and Sons' portfolio. We have seen the brand evolving and growing, reaching today a major position in the market. The 2 boutiques that we operate with TAG Heuer, in Dubai Mall and here in BurJuman have surpassed all our expectations.

 

This newly reopened TAG Heuer boutique at BurJuman gives the connoisseurs of prestigious craftmanship an additional new "must visit" destination. The Flagship will house the brand’s iconic timepieces and masterpieces, latest collections and limited edition watches, avant-garde eyewear and luxury mobile phones as well as TAG Heuer's own lifestyle accessories like wallets, belts, and cufflinks.

 

In the recent years, TAG Heuer has significantly increased its brand-building efforts, adding many new Monobrand Boutiques and Flagships all around the world. TAG Heuer operates currently in 150 stand-alone boutiques and has been opening 27 new units in 2012 alone. The long term goal is 250 boutiques including 2 in United Arab Emirates and more than 20 in Middle-East.