Tradition meets innovation Beirut - Arabstoday TAG Heuer reinforces its partnership with Saudi’s celebrity thobe designer, Hatem Alakeel, with the launch of a capsule collection of men’s thobes and shirts inspired by the TAG Heuer brand as part of his bespoke “Blue Label” line. TAG Heuer also showcased its latest collection of timepieces  at Toby by Hatem, Alakeel’s boutique in Jeddah, marking the first step in transforming the boutique into Saudi’s first multi-brand concept store for men. TOBY by Hatem Alakeel’s partnering with the luxury watchmaker TAG Heuer is undoubtedly in the finest interests of consumers in the Arab world. Together, the combination of these two prestigious and unanimously successful pillars of luxury, signifies the marriage of Eastern and Western aesthetics, satisfying consumers and providing them with the latest and highest quality designs on an international scale. During the exhibition where tradition meets innovation, the guests of TAG Heuer and Hatem Alakeel will have the pleasure of discovering the various timepieces presented by the iconic Carrera, mounted on the new in-house chronograph movement named “1887”. This was the year TAG Heuer, patented the oscillating pinion, strategic part in mechanical movement and nowadays used in most luxury chronograph. The feminine crowd will not be left out as they will be able to try on the new TAG Heuer Formula 1, made of steel and ceramic and also available with the women\'s best friend, a diamond on the dial and bezel depending of the models. “We are pleased to host one of the first events in Jeddah and to share our latest novelties with the Saudi and expatriate community” says Kolia Neveux, TAG Heuer’s area sales director. TOBY’s Blue Line is the latest addition to the brand, catering to the gentlemen with refined and classic taste. “The collection will use top Italian fabrics, complemented with studs and other custom-made accessories to provide a flawless look that is ideal for the sophisticated businessman,” explains Alakeel. Alakeel prides himself on his dedication to offering the highest quality products to the Arabian man, who clings proudly to his culture and is not ashamed of tradition. Alakeel states, “Blue Label provides the Arab gentleman with the refined traditionalism of Saville Row combined with the contemporary essence that has become synonymous with TOBY as a brand.” TAG Heuer timepieces are available at Al Hussaini stores all across Saudi Arabia and now at TOBY’s boutique on Rawda Street, Jeddah.