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On 11 April 2012, Audemars Piguet has opened its second boutique in Dubai at Dubai Mall. The association between Ahmed Seddiqi & Sons and Audemars Piguet dates back to 1973 and has been officialized on June 1st, 1988. The partnership is now further reinforced with the opening of the second Audemars Piguet boutique in Dubai. The new boutique successfully integrates the brand aesthetic and identity codes, focuses on the use of understated, elegant and natural materials, as well as lighting that is particularly well suited to accentuating the spacious nature of the premises. To celebrate this high-level opening, a reception was organized by Audemars Piguet in collaboration with Ahmed Seddiqi & Sons, and brought together Mr. Philippe Merk, CEO of Audemars Piguet, Mr. Abdulmagied Ahmed Seddiqi, Chairman of Ahmed Seddiqi & Sons, Mr. Nicolas Garzouzi, Chairman of Audemars Piguet Middle East, as well as a selected number of VVIP guests and media representatives.