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.