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Luxury in Tel Aviv: Watchmaker Odmar Piga arrives in Israel | Israel Today


The brand, whose watches sell for NIS 58,000 and more, mentions a unique space in central Tel Aviv • The company's CEO: "We know the Israeli market well"

Swiss elite watchmaker Audemars Piguet is opening for the first time in Israel the AP House - a hospitality and sales space on Rothschild Boulevard in Tel Aviv.

The space is one of ten AP houses the company will launch worldwide during 2021 and 2022.

The AP House in Tel Aviv extends over a 280 square meter ground floor, in a historic Art Deco building, and provides an elegant shopping and hospitality experience, which includes a rich drinks bar, a spacious living room and a patio. 

The company currently has 75 boutiques and AP homes around the world, including seven boutiques across the Middle East.

In a first interview with the CEO of the international company based in Switzerland, François Henry Benhamias explains the strategy for marketing luxury products and the rationale for opening AP houses, with a turnover expectation of about 1.5 billion Swiss francs by 2021. "Our home in Tel Aviv aligns with This strategy, and is designed to provide customers with a personal and homely feel that includes attention and dedication.

"The historic building on Rothschild Boulevard, erected in 1925, is a perfect location in this sense and is in line with the approach we have taken in several cities around the world," says Benhamias.

Benhamias, Photo: PR

Only 45,000 watches a year

The luxury brand offers handmade watches at prices starting at NIS 58,000.

Assembling a watch in a company takes about eight months, so the company produces up to 45,000 watches a year alone.

When asked by "Israel Today" who the typical customer they are targeting is, Benhamias replies: "We do not have a 'typical' customer. We do not tag customers, they are anywhere in the world. They can be 17 or 87 and from all walks of life. This is the beauty of our world.

"We look forward to meeting our customers in Tel Aviv with the help of our local partner, Akiva Gothalf, who knows the market well. Gothalf has more than 20 years of experience in the watch industry in Tel Aviv. He brings exceptional knowledge of the market."

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Source: israelhayom

All news articles on 2021-11-28

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