Fortis to open new regional HQ in Dubai

In a statement, Fortis, the only watchmaker at the Dubai Airshow, said opening its new office at the Dubai Gold and Diamond Park in December will be a reflection of its commitment to the brand’s loyal following in the region as well as the solid growth potential of the market in the premium watch segment.

Commemorating the Dubai Airshow this year, Fortis also unveiled 50 pieces of a limited edition watch, as part of the brand’s strategic plan to associate itself more closely with premium regional events that will take Fortis more closer to the MiddleEast market.

“The opening of the Dubai office will also coincide with the celebration of the 40^th year of Fortis’ presence in the UAE on December 2,” Fortis Middle East brand manager Mahesh Shahani said.

“Over the last 40 years, the Fortis brand equity in the regional market has risen exponentially driven by its reputation as a watchmaker of innovation, precision and makers of rugged all-clime timepieces. The brand’s 100-year heritage and proven mettle across space, civil and military aviation squadrons across the globe also continues to catalyse its appeal,”said Shahani.

“Our current and new strategy will be to move more closely and intimately to the market and customers and build on the Fortis image to grow sales. In this context, opening of the Fortis regional headquarters will bring an unprecedented advantage,” he added.

Fortis was founded in 1912 and is known as the official time keeper for various military aviation squadrons in Europe and other parts of the world. More recently, Fortis watches were worn by the participants in the MARS 500 project in Moscow. The participants in the project spend 520 days in the confines of the space lab Mars 500 as part of a preparatory to a real mission to Mars in future.

abdulbasit@khaleejtimes.com