Swiss luxury brand Milus officially introduced itself to the U.S. trade and consumer press at a November launch luncheon in New York City. Participants included Jan Edocs, chief executive officer of Milus International SA; Andrew Block and Howard Levitt, vice president and chief financial officer, respectively of Tourneau Inc., the leading U.S. watch retailer, where Milus debuted, and watch industry veteran Doron Basha, CEO of Milus USA Inc., Beverly Hills, Calif.

The watches retail for $1,300 to $17,000, Edocs and Doron told the several dozen journalists at the luncheon in New York’s prestigious Per Se restaurant. Distribution will be very selective, with only 33 fine retailers in the first two years.

A major ad campaign was set to go in January, 2007 in top luxury and watch connoisseur publications. The ads, with the theme “Highly Personal,” feature various people who have accomplished a notable achievement. Each represents a different country where the collection is available. Wall-high banner versions of the ads, featuring the brand ambassadors, adorned the restaurant’s wall.

Originally begun in 1919 in Biel, Switzerland, Milus relaunched its watch and jewelry lines in 2003 and has steadily built its network. It is now in 14 markets, including Germany, Austria, Hong Kong, China, the Middle East, Russia, Spain, the Netherlands, Switzerland and Thailand.

JCK