IWC SCHAFFHAUSEN AND ADRIANA LIMA CELEBRATE LAUNCH OF PORTOFINO MIDSIZE COLLECTION WITH LADIES ONLY FASHION DINNER
Dubai, 17 October 2014 – Georges Kern, CEO of IWC Schaffhausen, and Brand Director Karoline Huber hosted the brand’s first ever Ladies Only Fashion Dinner to celebrate the launch of the Portofino Midsize collection. Besides the brand’s friends and ambassadors Adriana Lima and Raya Abirached, an exclusive circle of female guests viewed the “Timeless Portofino” exhibition, which was directed and shot by renowned photographer Peter Lindbergh. Following the opening of the exhibition, the guests enjoyed a fashion show featuring the latest Spring/Summer Resort 2015 collection by young Lebanese designer Hussein Bazaza at the Salsali Private Museum.
Following the Asian launch of its new Portofino Midsize collection at WATCHES&WONDERS, the haute horlogerie exhibition in Hong Kong, IWC Schaffhausen today paid tribute to the highly regarded Middle Eastern market and invited seventy women to celebrate the arrival of these new timepieces in the region. “With the Midsize collection, we are making this successful, classic watch family more interesting for customers with slimmer wrists. The diamond-set models will appeal to anyone with a preference for wristwatches that combine understated design with a touch of the exquisite, ” said Georges Kern.
ADDING A SPARKLE TO THE WRIST
Remaining true to the Portofino’s core values of extravagant beauty and timeless elegance, the Portofino Midsize collection includes three new 37-millimetre models in 17 different versions, all featuring diamonds and some with mother-of-pearl dials: the Portofino Midsize Automatic Moon Phase (Ref. 4590), the Portofino Midsize Automatic Day & Night (Ref. 4591) and the Portofino Midsize Automatic (Ref. 4581). The new models reflect a long tradition and open up a wider international market for the Portofino collection, a watch family that has been an expression of understatement and good taste for 30 years. Thanks to its pure, timeless design, the watch family has established itself as one of IWC Schaffhausen’s most successful, and is equally popular with both men and women.
IWC BRINGS PORTOFINO TO DUBAI
IWC’s first ever Ladies Only Fashion Dinner was hosted at the Salsali Private Museum in Alserkal Avenue, an ideal location to exhibit the “T imeless Portofino” exhibition produced and directed exclusively for IWC by star photographer Peter Lindbergh. “Portofino is like a gracefully aged, elegant lady who lives life and luxury to the fullest while not forgetting about her simple and conceivably humble past. I could not have wished for a better cast to present a new IWC watch collection in this fishing village in such a playful yet respectful way. Photographing this large group of breathtakingly talented and accomplished artists was an exceptional honour for me,” Lindbergh said. In celebration of the launch of the Portofino Midsize collection, Peter Lindbergh created an impressive and exclusive series of pictures earlier this year featuring well- known celebrities in the picturesque Italian harbour town of Portofino. It is the second time Lindbergh has directed a shoot for IWC Schaffhausen to promote the Portofino line, and he has once more managed to brilliantly convey in his work the spirit of timeless elegance that the town embodies. The leading roles were filled by the brand’s esteemed friends and ambassadors Cate Blanchett, Emily Blunt, Zhou Xun, Ewan McGregor and Christoph Waltz, while supermodels Karolina Kurkova and Adriana Lima added a touch of allure in some breathtaking fashion shots. It is this collection of beautiful pictures that is travelling across the world from Zurich to Hong Kong, London, Dubai and soon Miami.
LADIES’ DINNER WITH A TOUCH OF FASHION
It was none other than Raya Abirached, popular anchorwoman of “Scoop with Raya”, host of “Arabs Got Talent” and recently announced IWC Schaffhausen brand ambassador who guided the region’s celebrities and socialites Ascia Al Faraj, Lina Samman and daughter Tala, Zoya Sakr Jabre, Nadine Kanso and Diala Makki and others through the many highlights of the event. The elegant evening was crowned by the attendance of the brand’s friend and ambassador Adriana Lima who says: “I think that watches reveal a lot about your personality and I am fascinated by how IWC timepieces seem to touch your soul time and again and reveal yet another facet of you.” Guests were also treated to a beautiful fashion show by Hussein Bazaza, one of the Middle East’s finest emerging labels and designers. Hussein Bazaza was discovered by Global Fashion industry scout Asil Attar, CEO of both Lead Associates and Est. 2014, businesses designed to scout the premier emerging fashion designers in the Middle East and beyond. Est. 2014 recently worked together with IWC Schaffhausen to exclusively showcase Hussein Bazaza’s Spring/Summer Resort 2015 collection; a fitting partnership, as Hussein’s brand represents luxury, elegance and sophistication, key values that it shares with the Swiss watch manufacturer’s timepieces and brand vision. A master in his field at the age of 24, Bazaza presented his stunning new collection, thus adding his unique touch to the already glamorous event.
With a clear focus on technology and development, the Swiss watch manufacturer IWC Schaffhausen has been producing timepieces of lasting value since 1868. The company has gained an international reputation based on a passion for innovative solutions and technical ingenuity. One of the world’s leading brands in the luxury watch segment, IWC crafts masterpieces of haute horlogerie at their finest, combining supreme precision with exclusive design. As an ecologically and socially responsible company, IWC is committed to sustainable production, supports institutions around the globe in their work with childr en and young people, and maintains partnerships with organizations dedicated to climate and environmental protection.
LEAD ASSOCIATES AND EST. 2014
Lead Associates is a business founded by Asil Attar in 2013. Using her 20 years of industry expertise, global network and reputation of excellence in the Middle East, Europe and US, Attar and her team advise businesses on the multiple disciplines of the fashion retail sector, including strategic leadership, creative brand building, commercial retailing and brand equity relations.
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