Cartier, the legendary jewelry and watchmaker, is planning to establish its first physical presence in the Middle East, with the opening of a boutique at BurJuman Center in Dubai. In March, the BurJuman Center store will be replaced by a 20 square meter boutique, which will feature a full range of Cartier products. It will be a precursor to stores in Riyadh, Jeddah, Kuwait and Abu Dhabi.
According to Philippe McGarry, Cartier's regional managing director, Cartier plans to open ten outlets in the Middle East over the coming two years. Most will be located in the Gulf, although a Lebanese outlet is also being considered.
Dubai was selected in September as Cartier’s regional hub, and for that purpose a storage and distribution center has been set up in the Dubai's airport free zone. The Middle East headquarters of the company is located in Dubai's Emirates Towers office complex, which will also operate a VIP showroom.
In establishing a physical presence in the region, Cartier is has taken over the business of marketing its brand from the International Business Group (IBG), which had held the regional rights of the Cartier. McGarry noted that IBG may have some excess stocks that might last out another six months, but they soon will be depleted because Cartier has stopped supplying the company. — (Albawaba-MEBG)
© 2000 Mena Report (www.menareport.com)
