UAE. Emaar Retail LLC, the provider of premium leisure and entertainment attractions, has signed a partnership agreement with Swatch Group, an international group active in the design, manufacture and sale of finished watches, jewellery, watch movements and components, to drive an array of joint consumer initiatives and promotions.

Blancpain, the ‘Official Time Partner’ of Dubai Aquarium & Underwater Zoo, and Omega, the ‘Official Time Partner’ of Reel Cinemas, will roll out its strategic partnership, in addition to undertaking joint marketing campaigns, promoted extensively in The Dubai Mall and Dubai Marina Mall. Emaar Retail already partners with Swatch Group at KidZania®, a unique children’s edutainment precinct in The Dubai Mall.

Mr Arif Amiri, Chief Executive Officer of Emaar Retail LLC, said: “The iconic leisure attractions of Emaar Retail have underlined their credentials as strong marketing and brand building platforms for prestigious brands. Our partnership with the Swatch Group will drive the premier watch manufacturer, to strengthen its outreach through its strategic positioning as ‘Official Time Partner’ of two of the region’s most popular leisure attractions. A strong incentive for brands to further reach out to an engaged audience, this partnership of two industry leaders also represents the success of Emaar Retail in fostering strong connections that in turn contribute to the vibrant retail sector of Dubai.”

Other leisure attractions managed by Emaar Retail include the Olympic-size Dubai Ice Rink and SEGA Republic, the region’s first and largest of its kind indoor theme park. Over the past years, several leading governmental and private sector organisations have partnered with Emaar Retail to further enhance their marketing outreach, drawing on the growing popularity of the leisure attractions.

Mrs Nayla Hayek, Chairwoman of the Board of Directors of Swatch Group Ltd said: “Swatch Group leading brands Blancpain and Omega are proud to associate with Emaar Retail in this strategic partnership. This reflects the brands commitment to develop this important market.”

Blancpain, a legendary watchmaker with a history dating back to 1735, is one of the premier brands in Swatch Group’s portfolio. Having successfully launched its latest underwater time-piece through a unique diving event held at Dubai Aquarium & Underwater Zoo attended by leading distributors and the global media, and also associating with the Emirates Classic Car Festival, Blancpain will now have a strategic brand placement in The Dubai Mall.

Omega, one of the world’s renowned brands also in the Swatch Group portfolio, will similarly announce a range of consumer-based activities through Reel Cinemas, the premier cinema experience in Dubai with the region’s largest 22-screen megaplex in The Dubai Mall and the six-screen premier boutique cineplex in Dubai Marina Mall.

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