2008 Baselworld Preview with Milus North American president Doron Basha

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The Milus watch brand was founded in 1919, in Biel, Switzerland by Paul William Junod. From the very beginning, a distinctive ambiance, expressive freedom and timeless elegance characterized the creations of the house, a quality which is preserved today in the current Milus collections. From dazzling, creative haute joaillerie to creative mechanical complications, Milus offers timepieces of exceptional quality that appeal to intimacy and personal expression--the perfect compliment for men and women possessed of assurance and a natural understanding of true luxury.

Understanding the great importance of the United States market to their long-term success, Milus took great care in appointing a brand president for their North American division. Milus found their dynamic leader in form of Doron Basha, a seasoned veteran with more than 27 years experience in the watch industry. With the dynamic Mr. Basha at the helm, it is no surprise that Milus is already beginning to achieve significant success within the United States.

ViaLuxe had the privilege of sitting down with Mr. Basha, and got a preview of the new and exciting timepieces that will debut this year--here is the result of the interview:


VIALUXE:
Hi Doron, Jan told me told me you could give us an overview of some the new pieces Milus is releasing at BaselWorld. Would you mind if we filmed this to show some of our friends at home some of these exciting new pieces?

DORON BASHA:
Absolutely. We have at least three pieces I would definitely like to show you. Maybe even more.

VIALUXE:
Great - Lets get started.

DORON BASHA:
We are here in Basel Switzerland and we at the Milus booth at the show and I'ved been asked to show you some exciting watches that we are launching so lets get started. We will start with the Herios Triretrograde by Milus for ladies. This is a totally new watch that used to be only for men - I am wearing it as a man's piece. Today we are launching the ladies piece as well because women have been wanting to wear this watch. You are looking at a red-gold - solid red gold watch with a triretrograde movement. This basically means three twenty second zones as opposed to one sixty second hand going around a circle. Its a relay race - the zones chase each other on the movement - which makes for a very exciting and sexy watch. In the ladies version what we have done is given it a mother-of-pearl dial with a mother-of-pearl bridges and a diamond bezel. This is a hot watch - you are looking at red gold but we also have it in stainless steel with diamonds as well. We are crazy about this collection.

I now want to show you another watch that we just launched in Basel. This is the Chrono Apiana oversized. This is - for lack of a better word - the epitome of what a diamond watch should look like. You are looking at red gold and with white and champagne colored diamonds in an artistic interpretation of the numbers of twelve, nine, six and three. This is an automatic ladies watch that is also a fashionable and is done in the spirit of high jewelry. It is a curved case chronograph and it is a beautiful piece.

Now lets move on to the piece de resitance as they say in France. This is one of the most exciting launches we have ever had. This is the Triretrograde watch in a round case. Its been called for by popular demand. This is called the Tirion by Milus. This watch has a Triretrograde movement and a date wheel. The date shows up at the bottom underneath the logo of the company. This is a red gold version of the watch with black numbers. This case is exquisite, you have to touch it and feel it, its amazing. This is a seven-piece case, all hand finished. I also want to show it to you in the stainless steel version. These are 45mm cases - round Triretrograde by Milus. Its the Tirion. This is exciting stuff. Signing off from Basel - Thank You!

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