Audemars Piguet, Swiss luxury watchmaker, has officially inaugurated its first boutique in Amman, Jordan during a private event last week.

Located in Luxury Vista, Aritiria Street, the space reflects the brand’s global retail concept, with an elegant design that captures the 142-year old manufacture’s core values: origins, artistry and extraordinary relationships.

The blend of wood, metal and idyllic landscapes of Le Brassus, immerses clients in the Vallée de Joux in Switzerland, birthplace of Audemars Piguet, and invites them to discover the brand’s heritage, craftsmanship and watchmaking expertise.

Timepieces from all major collections will be showcased – including emblematic models as well as pieces from the new collection – for watch enthusiasts and collectors to enjoy in the new Swiss watchmaker’s “Home away from Home”.

On the occasion of the opening, Audemars Piguet launched its 2017 Royal Oak Chronograph collection in the Middle East. All seven models within this year’s new range of Chronographs feature a fresh, two-tone dial design with several new yet subtle details: chronograph counters of increased size that expand at 9 o’clock and 3 o’clock, shorter but wider hour markers, additional luminescent coating for better readability of the hour and new typeset and transfers. The date window has also been re-located between the 4 and 5 o’clock positions.

These design details are showcased in a wide combination of finishes, including 4 pink gold versions with pink gold bracelet or alligator strap and a choice of brown or blue ‘Grande Tapisserie’ dials, and steel versions with stainless steel bracelets offered with a choice of black, silver or blue ‘Grande Tapisserie’ dials.

“It is an honour to strengthen our regional presence with the opening of our first boutique in Jordan. Together with partners Time Center, we look forward to spreading awareness about Swiss watchmaking and our know-how within the Kingdom, as well as our quest to continue paving the way for future innovations,” said Nicolas Garzouzi, CEO Middle East, Audemars Piguet.