Geneva, Switzerland – The Avakian jewelry company is making a high profile entry into the exclusive world of fine watchmaking. Following the success of his jewelery lines, which have caught the eye of a growing number of international stars, Edmond Avakian is now launching his first watch for men, the Concept 1, designed and developed in collaboration with his son, Haig Avakian, who heads the company’s US operations. After launching its first men’s watch “Concept 1” during the opening night of the Avakian shop in Beverly Hills in December 2008, Avakian pursues its path and unveils its new watch in Russia. To celebrate its launch, a delightful event was held on the December 10, 2009 at the Ararat Park Hyatt hotel situated in the heart of the Russian capital, Moscow. Avakian continues its diversification of its product lines and international expansion and is also getting set to commemorate the company’ s 40th anniversary in 2010.With an avant-garde design, the new watch has a second time zone, large date display and instantaneous date change with quick correction, all assembled on an 11-1/2 line movement, with manual or automatic winding. The model is available in six formats in the following color combinations: white gold, brown gold, black gold, pink gold and titanium. An interchangeable bezel fits onto the case, and may be plain or diamond studded to suit both mood and contemporary trends.Rigorous workmanship and a commitment to perfection have always ensured that Avakian retains its independence and maintains an irrefutable quality of finish. Wishing to perpetuate the family tradition and preserve the authentic Avakian style, Edmond Avakian has enlisted the exclusive services of independent Swiss craftsmen to design and produce his new watch. The manufacture of the gold middle sections and the leatherwork required to make the straps have therefore been entrusted to a number of small workshops in Geneva, ensuring that the entire design and assembly process is purely Swiss.To pay homage to the watchmaking tradition of the Avakian brand and offer his clientele an increasingly extensive range of products, Edmond Avakian set himself the goal of launching his own model, an exceptional model to match the company’s image. Additionally, a new line of watches for women is planned for 2010/2011.For more information visit www.avakian.com.