Living it large
BMW partners Swiss Watch Gallery to offer customers the finer things in life.
IT is often said that a car and a watch share similar qualities. A person who happens to be passionate about the two will likely enjoy the technological intricacies that they offer.
According to the head of corporate communications for BMW Group Malaysia, Sashi Ambi, there is indeed a strong correlation between fast cars and well- designed timepieces. He says that the brand’s customers love both.
“We regularly do surveys among our customer base for BMW’s White Card programme. One of the questions we always ask is, ‘ What interests you?’ Their answer is always ‘ timepieces’.”
BMW is partnering Valiramowned Swiss Watch Gallery in presenting the Time Kulture showcase. Running from now until Aug 9 at Pavilion KL, it provides a glimpse of modern watchmaking at its best.
Timepiece brands highlighted during Time Kulture include Maurice Lacroix, Graham, Frédérique Constant, Longines, Oris, Tag Heuer, Tissot and Tudor. Visitors will have a chance to get a first hand look at over 1,000 of the year’s new novelties.
Also on display at Time Kulture are the BMW 2 Series Gran Tourer and S 1000 XR. The former is a seven- seater, frontwheel- drive car, and the latter, a high- performance four- cylinder motorcycle.
“The White Card programme offered to BMW owners opens the doors to a wide range of special privileges. The exclusive BMW Night held during the Time Kulture watch showcase, is one example,” explains Sashi.
Sashi adds that the partnership provides an opportunity for them to interact with their customers at a non- car event. He says it is fortunate that BMW and Swiss Watch Gallery share the same clientele – describing them as “those who love the finer things in life”. the Star is the official media partner.