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Press Release Baselworld 2009

DESIGN ADDICT


Press Release Baselworld 2009 DESIGN ADDICT - At the BaselWorld 2009 Expo, ALFEX, the watchmaker from Ticino, is exhibiting what it does best and for what it is best known: Ladies' and men's watches in unconventional, innovative design, dissolving the boundaries between cutting edge watch technology and unique jewelry making. The four new watch models making their premiere appearance in Basel are called Bubble, PliÊ, Curls and Black Light. They very clearly emphasize one thing: ALFEX was, is, and remains a design addict. What differentiates human beings from each other? It is our own, individual personality, shaped by our experiences, likes and dislikes. Each person is unique, with many different needs. There is no limit to variety. Our wishes and desires are reflected hardly anywhere else as clearly as in the shape and selection of objects we use as ornaments. Their design plays a prominent role. Good design constantly aims beyond the ordinary toward the new and untried, and it conveys lasting emotional impressions. This is the strength of Alfex. No other watchmaker has received as many international prizes for its innovative, timeless designs. Its designers always seek new ways to meet the needs of their wearers. At the same time, they dare taking that extra step, true to the company motto "dare to be different." Success is addictive. Alfex is a selfconfessed design addict. ALFEX presents itself as Swiss trend setter and innovator, with three new watch models for ladies, and one for men. If published, please send copy to: Alfex SA – Galleria 3, 6928 Manno - Switzerland

The most award winning watch brand in the world


For ladies:

New Structures collection Bubble 5617 Design: Georg Plum The watchband hugs the lady's wrist like a band of small air bubbles connecting to become a filigree chain, and conveys a heavenly lightness. The watch radiates playfulness and good humor along with prickling rhythm - an ideal companion for a dip into the bubbly world of fantasy.

All Bubble models bear the SwissMade label, are constructed of nonallergenic stainless steel and feature a Ronda quartz movement and a crystal of tempered mineral glass. The watches are waterproof to 3 ATM. The Bubble models are available in select stores in a steel version with a black or silver dial, a gold-plated version with a grey or brown dial, and a two-color version with a silver dial. If published, please send copy to: Alfex SA Galleria 3, 6928 Manno Switzerland


New Structures collection Plié 5618 Design: Georg Plum Plié is a basic ballet movement, the smallest element of choreography. Without a plié there is no action, no story, no emotion. The individual links of the Georg Plum watchband are reminiscent of the graceful posture in classical ballet. Each individual element merges into a harmonious choreography of technology and design. The Plié watch model symbolizes the charm and grace of classical ballet and conveys emotion and motion together in perfect harmony. All Plié models bear the Swiss-Made label, are constructed of nonallergenic stainless steel and feature a Ronda quartz movement and a crystal of tempered mineral glass. The watches are waterproof to 3 ATM. The Plié models are available in select stores in a steel version with a black dial, a gold-plated version with a silver dial, and a two-color version with a silver dial. If published, please send copy to: Alfex SA Galleria 3, 6928 Manno Switzerland


New Structures collection Curls 5608 Design: Emilie Vuilleumier/Nathalie Lebet, in collaboration with HEEA Swiss Academy of Applied Arts in La-Chaux-de-Fonds Curls (5608) is the name of a new creation by the student design team Vuilleumier/Lebet. It is a logical continuation of the pioneer model Curl lines (5580) - this time reinterpreted upside down. The elegant case and dial are square, decorated with nine delicate Swarowski crystals. The filigree spokes narrow towards the wrist and impart a charming aspect of lightness. This model appeals primarily to women who do not want to do without refined jewelry or a superior time piece. All Curls models bear the SwissMade label, are constructed of nonallergenic stainless steel and feature a Ronda quartz movement and crystal of tempered mineral glass. The watches are waterproof to 3 ATM. The Curls models are available in select stores in gold-plated, antiallergenic steel versions and with IP black cover, each version with a matching dial. If published, please send copy to: Alfex SA Galleria 3, 6928 Manno Switzerland


For men:

Big Line collection Black Light 5624 Design: Ivo Vaz in collaboration with HEEA Swiss Academy of Applied Arts in La-Chaux-de-Fonds Alfex presents the first wristwatch in the world with a three-dimensional dial. The markings are made of transparent sapphire glass, and the hands travel under the markings. The name Black Light describes the properties that make reading the time by night a sensational experience, thanks to the markings with Superluminova. The name Black Light is an oxymoron, which, in rhetoric, means a formulation of two contrary concepts. This figure of speech is used only if the inner contradiction is intentional and serves to create an emphatic description of a multi-faceted content. The new design piece in the Alfex family is absolutely functional by day as well as by night. Its jet black dial spreads bright light, and its unique three-dimensional design allows the wearer to virtually immerse himself in the watch. The Black Light model is an absolute must for every design addict. All Black Line models bear the Swiss-Made label, are constructed of anti-allergenic stainless steel with an ETA movement of precious stones. In addition, the case has an anti-reflexive sapphire glass and is waterproof to 5 ATM. Black Line models are available in select stores in two versions: steel case with integrated black leather watchband, and case with black IP cover and integrated black leather watchband. If published, please send copy to: Alfex SA – Galleria 3, 6928 Manno - Switzerland

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