There was Bollywood drama and glitz as Swiss watchmaker Longines made its debut at The Avenues Mall, one of the most exclusive shopping destinations in Kuwait City.

Longines President Walter von Känel and  Behbehani Group President Ali Morad Behbehani jointly launched the new partnership between the two firms, which will see Longines watches have a dedicated display area in Behbehani’s multi-brand boutique at the mall. 

Also present at the launch was Longines Ambassador of Elegance Ashwariya Rai Bachchan, a top Indian actress and a former Miss World.

“Watch enthusiasts, collectors and customers will have the opportunity to view Longines watches in one of the largest malls in the world. The good reputation and long-term partnership between the Behbehani and Swatch Group make it an ideal and solid partner for opening a new point of sale in the Middle East,” said von Känel. 

At the launch, Aishwarya Rai sported a watch from Longine’s Conquest Classic collection, as the brand highlighted the stainless steel and pink gold model with its diamonds set bezel. 

“I am very pleased to be invited to share this occasion and show my support to Longines. The sophisticated atmosphere of Behbehani’s Avenues showroom perfectly mirrors the elegance of the brand and its timepieces,” Rai said.

Ali Morad Behbehani said: “Having the Longines brand in our showroom is just another step closer to our aim which is to bring luxury brands from around the globe to Kuwait. Based on this new partnership, we will continue offering the customers the best shopping experience in the country.”

Longines watches are also available in other Behbehani boutiques in Kuwait including the Al Hamra Luxury Center, Al Kout Mall, Laila Gallery, Behbehani Complex, Souq Sharq, Marina Mall, Salhiya Complex and the Gate Mall.

Part of the Swatch Group, Longines has been based at Saint-Imier in Switzerland since 1832. Its watchmaking expertise reflects a strong devotion to tradition, elegance and performance. 

Longines has generations of experience as official timekeeper of world championships and as a partner of international sports federations. With the winged hourglass as its emblem, the brand has outlets in over 140 countries.