Avakian introduces new Lady Concept watch for women:

The Swiss jewellery house Avakian, founded in 1969 by Edmond Avakian, won its reputation for creating bold designs which combine gemstones that have unusual shapes with highly artistic craftsmanship. Avakian’s unique ability to unite playful design elements and bright colours make it one of the most popular high jewellery brands in the world. In 1998, the house launched its first collection of women’s watches, Tzarina, and more recently introduced a new model for women, Lady Concept.

The Avakian family actively collaborates with some of the most glamorous actresses in the world. Perhaps this is the reason they selected the Cannes Film Festival 2017 to present the new watch. The inspiration for Lady Concept was the limited men’s collection of Concept One, which was release in honour of the brand’s 40th birthday. The models from this collection could easily be recognised by their characteristic barrel shape, which is also reflected in the women’s watch. They are jewel encrusted interpretations of a “barrel” and serve as an example of how Edmond Avakian digresses from aesthetic standards and adheres only to his own ideals.