Brasilia kicks off Mardi Gras-style
Supermodel Gisele Bundchen is the face of a collection targeted at the young set
If you wish to grab the headlines, get a supermodel. That is what Ebel did on the first day of BaselWorld, when it unveiled Gisele Bundchen as the face of its new collection, Brasilia.
This was followed by a Brazil-themed cocktail party with dancers in Mardi Gras costumes.
Brasilia is Ebel's first new collection since the company became part of the Movado group in 2004. The collection is the fruit of an overall redesign of products over the past two years and the development of two in-house movements.
The company's first year under its new ownership was difficult and it saw a loss, but by the second year the changes had begun to take effect and Ebel became profitable.
With the launch of Brasilia, which the firm defines as a marriage of classic curves and ultra-modern, balanced and streamlined proportions, Ebel hopes to capture a 'young' share of the market.
Ebel president Thomas van der Kallen said the Brasilia collection was 'Purely Ebel: sensual and sophisticated, amazing quality', and that Brasilia was the perfect choice for a young market that wanted a watch that fitted a modern lifestyle.
The women's model is defined by a rectangular case and bracelet with a crown partially recessed into the case. The 22-piece collection has a quartz movement and a diamond set case in steel with steel bracelet and black, silver or white mother-of-pearl dial with diamond hour markers.
The men's collection is available with a quartz or automatic movement and comes with a brushed steel or yellow gold case with matching bracelets or leather strap.