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Chronoswiss partners with Susanne Wiebe to create exclusive timepieces

Sep '08
Chronoswiss, the purveyor of luxury timepieces, has joined hands with German fashion designer Susanne Wiebe to showcase special models from the Imperator and Imperia collections during the Mercedes Benz Fashion Week 2008 held in Berlin during Sept 8 to 15.

The unconventional cooperation between the luxury watchmaker and Wiebe which began in January of this year has brought together two Munich-based businesses which have a lot in common. For one, both owners believe in timelessness. Though this seems logical for the top-quality mechanical watches made by Chronoswiss, timelessness might seem paradoxical in the fast-paced world of rapidly changing fashion trends.

But a closer look resolves the paradox: Susanne Wiebe's designs are distinguished by pure femininity and have lost nothing of their beauty as the years have gone by. Furthermore, Gerd-Rüdiger Lang and Susanne Wiebe, the heads of the two brands, are both innovative thinkers who are well known for pursuing their own unique paths.

Mohammed Tawheed Abdullah, Managing Director of Damas, the leading international watch and jewellery retailer in the Middle East, said: "Chronoswiss numbers among the very few watch manufacturers for whom convention and tradition mean a great deal, if not everything. From the beginning they only feature outstanding mechanical movements in exquisitely designed cases.

“The brand devotes its attention to even the smallest details which an untrained observer would probably overlook. Thus the tips of each the watches' blued steel hand are painstakingly hand-sharpened because machines cannot perform this task to Lang's satisfaction. Susanne who creates for the contemporary woman has also been involved in many spectacular art and fashion projects and is known for perfection in her work. Thus this alliance is a natural extension.”

During the Berlin Fashion Week, models did not wear the Imperia and Imperator timepieces with their lavish carré cases on their wrists but instead, depending on the outfit from the new 'Bad Girls' fashion collection, around their necks, on their upper arms or wrapped around their waists. To match the feminine fashions of the Munich-based designer, bands of lightweight chiffon held the luxurious watches in place. This special type of fastening was created especially for the fashion show. Watch models studded with diamonds were also worn to further underscore the glamour of the robes.

Chronoswiss 'Imperator' and 'Imperia' collections are available at Damas Les Exclusive Boutiques in Saks Fifth Avenue, Burjuman; Emirates Towers; Burj Al Arab; and Mall of the Emirates.


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