TAG Heuer recently celebrated the search for the new face of TOBY by Hatem Alakeel at SAKS Fifth Avenue in Burjuman. After an exciting three rounds, the jury composed of well-known Dubai personalities, announced Arash Mohammadi as the new TOBY face of 2013. The lucky winner received a TAG Heuer Carrera Chronograph Calibre 16 43mm, one of the brand’s best-selling timepieces in the world from Luc Decroix, General Manager of TAG Heuer Middle East.
TOBY meaning, “my thobe” in Arabic, is the brainchild of Saudi Arabian designer and entrepreneur Hatem Alakeel whose designs specialize in men’s traditional robes and shirts. While retaining the established feel of the classical thobe, TOBY by Hatem Alakeel fuses modern, traditional and international elements to create his unique signature look.
Moving to the grooves of popular local DJ Bliss amidst the cheering of an eager audience, the finalists walked the ramp wearing the latest TAG Heuer Carrera 1887 timepieces complementing the Fall/Winter 2012 collection of TOBY which they wore. After an exciting three rounds, the jury composed of well-known Dubai personalities announced Mohammadi as the new TOBY face of 2013.
“Hatem has an amazing flair. He was determined to find a new face for TOBY with a new approach and he made it happen. At TAG Heuer, we love individuals who have determination, hence our participation and support to the latest Middle Eastern Friend of the Brand campaign”, said Decroix.
The judges who helped in selecting the TOBY face of 2013 included the King of Thobes himself, Hatem Al Alakeel; Diala Makki, the face of Dubai TV; Mona Kattan, popular blogger and co-owner of Doll House salon; Wadih El Najjar, well-known Dubai photographer; Elie Lahoud, a Dubai-based event organiser; Ranya Rashid, Junior Buyer for SAKS Fifth Avenue; Omar Bin Butti, TV presenter at Dubai One and Luc Decroix, General Manager of TAG Heuer Middle East.The latest collection of the TAG Heuer Carrera 1887 43mm was also revealed at the event.
The timepiece will be available across the region at TAG Heuer boutiques and at Seddiqi & Sons in Dubai, Al Manara Jewellery International in Abu Dhabi, Rivoli Group in Qatar & Bahrain, Al Hussaini in KSA and at Trafalgar in Kuwait, among others.