The new store, the third of its kind in the UAE, has the largest collection of the company's timepieces in the region, offering unrivalled choice for those planning to buy one of the company's prestigious watches.
Speaking to Emirates Business ahead of the opening, the company's vice-president Thierry Stern said that the family-run business is enjoying strong sales because customers understand that they are buying a watch that will last beyond their own lifetime.
"It just needs a little oil every three to five years like a car and it'll run 24 hours a day," he said.
He said that sales have been particularly strong in the Middle East in recent years, with many customers buying one of the exclusive timepieces for the first time.
The company has launched dozens of new models for the 2009 season, with pieces available for both men and women.