Shahani and Peter at yesterday’s launch. (SUPPLIED)
Swiss watchmakers Fortis hope to fill a gap consumers didn’t know existed by launching an automatic wristwatch featuring Arabic-language numerals.
The completely automatic B-42 Al Tayar features full Arabic calligraphy, including day and date information and its Dubai-based designer describes it as the world’s first luxury product of its kind.
"I’ve lived in the Arab world practically all my life and I wanted a watch that was completely Arabised," Mahesh Shahani, who was born in India but raised in Morocco, told Emirates Business. "I wanted something that would reflect Arabic culture."
Shahani is also managing partner of Gems World, UAE distributors for Fortis.
The watch, which has been specially developed for this market, was debuted in Dubai yesterday ahead of an international roll out later this year.
Al Tayar could be loosely translated from the Arabic as ‘The Aviator’, and was so named because the model has been specified to aviation industry standards, with a separate specification developed for the marine industry.
It is also an innovative way to reach a significant segment of your market. The Middle East is one of the fastest-growing regions for Fortis, currently accounting for approximately 10 per cent of its worldwide business, according to Max Peter, Business Development Manager at the Swiss brand.
The Al Tayar has been developed over the course of two years, at a cost of £70,000 (Dh256,900), he told Emirates Business.
Available with a black or white dial, the 42-millimetre watch is made from brushed steel and comes with a rubber strap, although this can be changed to metal or leather on request. It uses the standard Gregorian calendar for its day and date functions, but this is written in Arabic.
The numbers used in English are commonly known as Arabic or Hindu-Arabic numerals, while the digits used in Arabic are known as Eastern Arabic numerals outside Arabia and as Indian numbers in the Arabic language.
Priced at Dh6,000, it is currently on sale at Gems World stores in Dubai, at the Gold and Diamond Park, the Hyatt Regency and the Gold Souq.
Just 200 watches have been produced and with advance orders for some 30 pieces, Shahani – speaking with his retail hat on – believes they will easily sell out. "We’ve introduced them to some VIP clients already and have had a great response," he said.
Arabised watches are not strictly new to market. The British Museum shop, for example, retails a quartz number for women at £85 (Dh473). And brands such as Rolex and Seiko have reportedly experimented with the watch, either for mass-market or bespoke distribution. "But our design, the fine materials we use and the clear legibility of the Al Tayar, set it apart from anything else on the market," said Peter.
Limited capabilities mean the firm cannot scale up production even if they wanted to, he added. Nevertheless, by the end of the year, the line will also be available in international markets such as South East Asia, Japan and Germany, where distributors have already expressed an interest in stocking it.
The future, Peter said, could be in women’s watches or in new designs, adding that it was too early to make a decision. "In another year’s time, we might have something new to show the industry at Basel. We’ve got several other designs that could be adapted for the Arabic market," he said.
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