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On 18 October 2011, Baume & Mercier has officially launched its new boutique in Dubai Mall. The inauguration ceremony was hosted by CEO Alain Zimmermann and Ahmed Seddiqi & Sons management, and was followed by a lavish celebration event held at Armani Hotel. The brand’s sole boutique across the globe underwent extensive redesign to align with the unique new ‘Seaside Living in the Hamptons’ universe, and showcases the new 2011 collections. At the heart of Baume & Mercier’s new universe is the Hampton collection, launched in the Middle East in September 2011. This line, along with the other 2011 Capeland, Linea and Classima collections are available in the boutique.