Chronoswiss has made its way to the UAE and has also become the first luxury watch brand to set up shop in the metaverse, allowing customers to purchase physical watches in-store as well as watches in the metaverse for digitalised avatars.
Chronoswiss was founded in Munich and has now partnered with Ahmed Seqqiqi & Sons to bring the luxurious timepieces to the Middle East.
The Swiss entrepreneurial family Ebstein acquired the assets of Chronoswiss in 2012 and is currently led by Oliver Ebstein, CEO.
The company is now headquartered in Lucerne where the watches are made with traditional methods and technological innovations combined.
“Chronoswiss is family-based, producing about 1500 pieces a year. All the watches are done by hand using old handicrafts, the Guilloché art which is over 200 years old, we put them in old machines that you might know from the Fabergé eggs,” Oliver Ebstein, CEO of Chronoswiss, told Arabian Business.
“We train new people to keep up these techniques to sustain this history, but at the same time we embrace the future in using new technologies,” he explained.
Commenting on the company’s foray into the region, Ebstein said “We are very happy to start with Seddiqi because they are the best here in Dubai with a lot of knowledge. In order to enter the new market you need a good partner to explain a complicated product. Our product is not simple, you need to know about the DDR, the art of Guilloché, the mechanics and so on.”
Ebstein believes that the Dubai and Middle East customer market are highly knowledgeable about watches, making them the right customer base for these intricate, technologically and traditionally superior watches.
Chronoswiss has also opened up a metaverse location, Ebstein explained, “we were the first watch company to open in the metaverse a few weeks ago, in Decentraland. So if you have an avatar in Decentraland, you can buy a watch for your avatar. We also have physical watches that you can buy through the metaverse.”
Dubai has been placed as the metaverse hub with all the latest innovations and technologies as well as hosting the Dubai Metaverse Assembly, earlier this year.
Ebstein conclusively described the watch as “modern mechanics embraces traditional handicrafts.”
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