Swiss Armaan brand launches in US with exceptional quality

29 Aug '08

3 min read

A new contender in the high-end, luxury watch category, Armaan Swiss Diamond Watches, which was introduced at BaselWorld in April, has entered the US market with fine Swiss diamond watches executed in a manner usually only found in the finest diamond jewelry.

Based in Lugano, Switzerland, Armaan was founded in 2007 by Nirav Bhansali, a third generation owner of Classic Diamonds, a DTC sight holder based in Mumbai, India. Through Bhansali's expertise in diamonds, Armaan is able to source high quality, VVS1 F/G color diamonds. The timepieces themselves feature Swiss made ETA quartz and automatic mechanical movements exclusive to Armaan, assuring exceptional quality under the dial.

Armaan Swiss Diamond Watches are grouped in two different styles and aimed at men and women who seek style, substance and quality in their Swiss made timepieces. Armaan Swiss Diamond Watches are manufactured using the highest grade stainless steel which is polished to resemble platinum so that the watch can be an everyday or special occasion timepiece.

What differentiates Armaan Swiss Diamond Watches from other brands, according to Bhansali, is that “the mechanical aspects and design of the watch are traditionally the most important aspects of a luxury time piece and the majority of the watch industry uses medium to low quality diamonds. By leveraging our inventory of high quality diamonds, we can produce a high quality watch that meets luxury standards both outside and inside.”

After only the finest VVS1, F/G grade diamonds—similar to those used in the high end of fine jewelry—are selected and sent to Switzerland. There, Armaan's stone setters painstaking place each stone by hand, a process that can take up to a minimum of two weeks, more on diamond intensive styles. Moreover, Armaan has done its due diligence in selecting only conflict-free diamonds in accordance with the internationally recognized Kimberly Process certification.

Armaan is positioning itself as a luxury fashion watch brand with crossover contemporary styling, but pays homage to classic watch detailing and design. Another key attribute is that each watch can be customized by the customer, varying the “wow factor” and the amount of diamonds used in each watch to achieve a purely individual timepiece.

Unlike many other luxury goods categories, demand for fine Swiss timepieces continues to rise, and climbed 15 percent in the first half of 2008, according to the Swiss Watch Federation.

“Armann is the highest quality option for affluent consumers seeking distinct and fashionable diamond watches suitable for special occasions, gift giving, bridal, anniversary and other landmark events in life,” added Nas Ekangaki, Armaan's Executive Sales Director, who has worked with Gucci and Corum. “We see Armaan Diamond Watches becoming a status symbol for love much the way diamond jewelry is now perceived.”

Eterno:
A sophisticated, updatedversion of a classically designed watch, also available as a chronograph. Roman numerals on silver or black dial with VVS1 white diamond accents or full pave. Stainless steel, bezel can be customized with diamonds. Black or brown croco strap. Styles in 18k yellow are also available by special order. Cases range in size from women's sizes, 38 mm, to 44mm unisex and 48 mm men's.

Spectrum:
A daring dial for a daring watch lovers. Inspired by the rainbow effect achieved in a kaleidoscope, the Spectrum pattern is whimsical and imaginative with its use of color.

Armaan Swiss Diamond Watches

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