TAG Heuer launches its new collection with the debut of Hatem Alakeel Bespoke collection, The Blue Label.

TAG Heuer reinforces its partnership with Saudi’s celebrity thobe designer, Hatem Alakeel, with the launch of a capsule collection of men’s thobes and shirts inspired by the TAG Heuer brand as part of his bespoke “Blue Label” line. TAG Heuer also showcased its latest collection of timepieces at Toby by Hatem Alakeel’s boutique in Jeddah,  an event oragnised by Marriam Mosalli’s Niche Arabia, marking the first step in transforming the boutique into Saudi’s first multi-brand concept store for men.

Kolia Neveux- Area Manager at TAG Heuer with Hatem Alakeel- designer of the Toby line of thobes


TOBY by Hatem Alakeel’s partnering with the luxury watchmaker TAG Heuer is undoubtedly in the finest interest of consumers of the Arab world. Together, the combination of these two prestigious and unanimously successful pillars of luxury signifies the marriage of Eastern and Western aesthetics, satisfying consumers and providing them with the latest and highest quality of design on an international scale.

Sultan Bethela, Kolia Neveux, Hatem Alakeel, Bader Marzouki, Abdul Rahman and Sultan

Guests at the Toby Boutique in Jeddah

During the exhibition where tradition meets innovation, the guests of TAG Heuer and Hatem Alakeel had the pleasure to discover amongst the various timepieces presented the iconic Carrera mounted on the new in-house chronograph movement named “1887”, being the year TAG Heuer patented the oscillating pinion, strategic part in mechanical movement and nowadays used in most luxury chronograph. The feminine crowd was not left out as they were able to try on the new TAG Heuer Formula 1, made of steel and ceramic and also available with the women best friend, diamond on dial and bezel depending of the models. “We are pleased to host one of first events in Jeddah and to share our latest novelties with the Saudi and expatriate community” said Kolia Neveux, TAG Heuer’s Area Sales Director.

TAG Heuer Carerra 2012 collection

TAG Heuer F1 Lady Steel ceramic Pavee

TAG Heuer YIN YANG F1 Lady White Steel and cermic with diamonds

TOBY’s Blue Line is the latest addition to the brand, catering to the gentlemen with refined and classic taste. “The collection will use top Italian fabrics, complemented with studs and other custom-made accessories to provide a flawless look that is ideal for the sophisticated businessman,” explains Alakeel.

Alakeel prides himself on his dedication to offering the highest quality of products to the Arabian man, who clings proudly to his culture and is not ashamed of tradition. Alakeel states, “Blue Label provides the Arab gentleman with the refined traditionalism of Saville Row combined with the contemporary essence that has become synonymous with Toby as a brand.”

TAG Heuer timepieces are available at Al Hussaini stores all across Saudi Arabia and now at TOBY’s boutique on Rawda Street, Jeddah.