Time for the fresh new face of glamour the Avakian way

Avakian launches Lady Concept, a line of women’s wristwatches designed to mix and match with the high jewellery offerings of the house.

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Avakian Lady Concept watch

Avakian, the Genevan jewellery house famous for its use of unadulterated colour and sensual movement in its high jewellery pieces, unveiled its second ladies’ watch collection at Cannes 2017. In keeping with the dynamic aesthetics and powerful presence of its high jewellery collections, the Lady Concept watch line glows with the light of precious stones and vibrant colours awash on the dials and interchangeable straps. The watches are available in either rose or white gold with the option of a semi-pavé of 52 diamonds or the more luxurious version with 564 diamonds set into the case and dial.

I spoke to Haig Avakian, son of founder Edmond Avakian, about the decision to venture into watchmaking. “It responds to the very simple reason that many of our clients come into the store asking for watches. They are looking for niche products and, after four decades in the high jewellery industry, the natural question was: why don’t we make our own high jewellery watches?”

One of the primary objectives of the Lady Concept watch collection is for it to be “easily accessorised with the jewellery we sell, like pieces from the Links and Riviera collections,” says Avakian. The high-voltage glamour of the Lady Concept model with blue sapphires and a pearly metallic blue rubber Mosaic strap illustrates this mix-and-match idea to perfection and would look stunning alongside any of the voluptuous pavé rings from the Caché collection.

A key trait of the Lady Concept watches is the tonneau-shaped case, a smaller version of the men’s Concept One watch collection that was launched a couple of years ago. The beauty of the bejewelled tonnneau-shaped case is the subtle tension between a masculine-style case and the highly feminine touch of colour and precious stones. Another salient feature of the Lady Concept collection is the interchangeable watch strap, much in demand today from women who want to change the look and feel of their watch in seconds, without having to invest in a new watch. 

Avakian’s new rubber straps have been given a glamorous makeover and feature a pearly mosaic texture, ideal for a sportier look, while the alligator straps endow the watch with a more classic air. “The rubber strap, for example, is very Avakian and upholds our vision that these watches are made to be worn. They are not meant to be left sitting in a safe. Since the straps are interchangeable, the transition from day to night is effortless,” adds Avakian.

“We are not trying to revolutionise the watch industry but have created an Avakian timepiece with a classic yet modern feel, which will evolve over the years and that our clients can wear with the Avakian collections that they possess,” explains Avakian.  It may not be a revolution, but Avakian brings a tempting collection of jewellery watches to their female clients who want a timepiece with the signature energy and personality of Avakian’s jewellery. 

Lady Concept Blue watch
Avakain’s Lady Concept watch in either white or rose gold and fully or semi-pavéd with diamonds comes with a choice of seven alligator leather straps or new textured rubber straps. 

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