Following the success of his jewellery lines, which have caught the eye of a growing number of international stars, Edmond Avakian is now launching his first watch for men, designed and developed in collaboration with his son, Haig Avakian, who heads the company’s US operations. The world premiere of this unique model, available in a limited edition and sold exclusively in Avakian stores, was held in the United States on  December 4th last year during the gala opening night of the Avakian store in Beverly Hills. Following the opening of stores in Geneva, London and Moscow, this is the latest step in the company’s diversification and international expansion.With an avant-garde design, the new watch has a second time zone, large date display and instantaneous date change with quick correction, all assembled on an 11 ½ line movement, with manual or automatic winding.

The model will be available in 6 formats in the following colour combinations: white gold, brown gold, black gold and pink gold. An interchangeable gold bezel fits onto the case, and may be plain or diamond studded to suit both mood and contemporary trends. Rigorous workmanship and a commitment to perfection have always ensured that Avakian retains its independence and maintains an irrefutable quality of finish.

Wishing to perpetuate the family tradition and preserve the authentic Avakian style, Edmond Avakian has enlisted the exclusive services of independent Swiss craftsmen to design and produce his new watch. The manufacture of the gold middle sections and the leather work required to make the straps have therefore been entrusted to a number of small workshops in Geneva, ensuring that the entire design and assembly process is purely Swiss.

Watchmaking – a tradition

The watchmaking expertise of Edmond Avakian goes back a long way. In 1976, when he joined the family firm, the company were specialists in jewellery sales. Committed to develop and expand the business, Edmond Avakian turned his attention to jewellery design and became the exclusive distributor of a number of prestigious Swiss watchmaking brands. Since his arrival in Geneva in 1985, he has been a distributor for the most prestigious brands in the Swiss watchmaking industry, positioning himself as a benchmark for rare models and exceptional timepieces.

To pay homage to the watchmaking tradition of the Avakian brand and offer his clientele an increasingly extensive range of products, Edmond Avakian set himself the goal of launching his own model … an exceptional model to match the company’s image. This end of year 2009 will also be marked with the launch of several other variants of the watch Concept 1 and a new line of watches for women is planned for 2010.