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Elle Time & Jewelry sets new limits to chic |
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Elle Time & Jewelry is the
brand extension to the largest
fashion publication in the world,
Elle Magazine. Using fashion as a
benchmark for creative inspiration,
Elle Time & Jewelry designs reflect
the most up-to-date ladies’ watches
and jewellery in the ‘Je ne sais quoi’
French chic.
Topbrands, the holding
company of Elle Time & Jewelry, is
headed by CEO Mr Shai Marco,
Topbrands is the house of fashionoriented
lifestyle watch and jewellery
brands. Dedicated to the highest
quality creative pieces, Topbrands
is designing, manufacturing,
branding, marketing and
distributing the best brands all over
the world, while directing special
attention to territories’ needs and
adaptations. Topbrands Ltd’s
leading brandnames include Elle.
Time & Jewelry, and Chete. In
association with Chete Limited,
Topbrands is able to present a
complete range of high quality 925
sterling silver jewellery.
At the Baselworld 2012 , Elle
Time was displaying not only
watches for ladies, but also the Elle
Homme watches for men, a new
direction for the Elle brand.
Prominent at the show were the
brandnames Elle girl, Elle Homme,
and the new Lulu Guiness.
During the Elle Fashion Show
at Baselworld 2012, Mr Shai Marco
told Bangkok Gems & Jewellery
Magazine that he is eminently
satisfied with the tremendous
response to the new lines of watches
and jewellery introduced. The Elle
Fashion Show was well attended by
many distributors, as well member
of the international press keen to
see the very latest from the global
fashion brand leader Elle.
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| A) The Elle Time & Jewelry booth at Baselworld 2012. B) Mr Shai Marco, CEO of Topbrands. C) Mr Olivier Assouline, Creative Director of
Elle Time & Jewelry. |
Elle’s Creative Director
Olivier Assouline stresses that the primary focus of Elle Time &
Jewelry is on ladies’ watches as a
lifestyle accessory.
“This year is all about entering
into the real world of a woman,”
says M Assoouline. “Our marketing
emphasizes the pleasure she can
have playing with her look and
silhouette by changing, mixing and
matching her accessories to suit her
mood and activities. And the
watches, which for me are feminine,
are today’s lifestyle accessory.
“So, Elle Time seeks to help a
woman define her style and play
with who she is by choosing the
right watch and jewellery to make a
perfect silhouette.”
“We’re saying with Elle Time
watches what we say on the pages
of Elle magazine: Be the best that
you can be. Watches help do that by
being expressions of your lilfestyle,
and it’s good to have a lot of watches
for a versatile style.” |
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| LEFT TO RIGHT : D) Elle Time and Jewelry E) Elle Girl F) Lulu Guiness G) Elle Homme |
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Among lifestyle-defining
watches which Elle Time was
showcasing at Baselworld were new
models in its bestseller JetSet series,
including a dual time model. In the
established Retro series, there was a
new mini-version in enamel, and in
the Yoga line, there was a new
mini-Yoga watch which M
Assouline calls “ironic design.”
“The look is based on a men’s diver
watch but with a wink,” he says.“We’ve replaced the numbers on the bezel with yoga chakra
symbols.”
Elle Time is also adding a line
with the brand name of British
designer Lulu Guiness, renowned
for her iconic handbags and
accessories. Now Lulu Guiness is
launching her first signature wristwatch
collection: her ‘tomorrow’s
treasures’ interpreted in iconic
timekeeping accessories.
For men, Elle has debuted the
firm’s first-ever men’s line, with the
brand name Elle Homme. Says M
Assouline, “We realized that his
approach – defining your style — is
for everyone. More and more men
are looking for style, too, and it’s
important to provide a high quality
watch with style for them.” The
42mm stainless steel Elle Homme
watches come in dual time, day/
date and chronograph. The design,
says M Assouline.”Has a touch of
your grandfather’s watch from the
1940s and ‘50s, mixed with modern
style.”Buyer response is
enthusiastic, he said. |
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True style exists only when it
becomes personal. As an extension
of the Elle brand, Elle Jewelry
Collections are comprised of stylish
pieces inspired by today’s fashion
trends and are designed to
complement all silhouettes. All Elle
Jewelry is sterling silver with a layer
of palladium for durability, finished
with a layer of rhodium. This double
combination promotes shine and
durability with hypo-allergenic
materials that are resistant to
tarnishing.
The Elle girl Watch Collections
are styled as a “Pop” fashion take
on Elle timepieces. Elle girl delivers
a fun approach to timepiece
accessories that celebrates the
modern young ladies’ experimental“dare to be different” attitude. The
Elle girl Watch Collections are
aimed at the younger generation –
contemporary, interactive, cool,
funny, cute, young-at-heart. With
printed dials or 3D decorative
elements for a unique look; creative
bracelets with a play of patterns and
fashion details. As Elle girl icon Lili
says, “I always wear an Elle girl
watch to fit my style.”
Elle girl
reflects a way of life for selfconfident
and fashion-conscious
young ladies, or those who aspire to
be.
Elle is a fashion reference
both for Parisians and those who want to share the Parisian look and
attitude. But to describe the Elle
style as the art of Paris chic is to
make it sound more unobtainable
than it really is. For the Elle formula
is a simple one: classic basics+
accessories = timeless silhouettes.
Elle in French translates as ‘she’,
and the magazine was conceived by Helene Lazareff to define her,
the French girls (“les filles”) on the
streets of Paris, rather than as a
showcase for high fashion. The
inspiration was, and continues to
be, the effortless women who meet
on the terrace of Cafe de Flore. The
Elle message is simple: “You can
look like them too! Start with an
Elle Time watch and you’re on your
way to becoming Parisian!”
Topbrands’ next major Elle
exhibition is being held at JCK Las
Vegas 2012, at the beginning of
June. |
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