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To mark the brand’s third year of collaboration with the car manufacturer Caroll Shelby Company in a highly inspiring way, the watchmaking Maison Baume & Mercier has partnered with Dubai Airports and JCDecaux for a one of a kind activation: the most iconic Shelby Cobra 427*, one of the rarest American sports car in the world is now being showcased at Dubai International; the world’s busiest international airport.

The display is located in the airport’s busiest concourse, at the entrance of the duty-free atrium providing premium visibility and exposure to all departing and transiting passengers.The imposing Shelby Cobra, parked on its purpose-built large podium, is unmissable. The brand has also displayed its core collections such as Clifton, Promesse, and Classima, alongside the much-awaited edition of the Clifton Club Shelby Cobra. The famous designer of the Shelby Cobra Daytona Coupe* Peter Brock, personally joined with Baume & Mercier and Design Director Alexandre Peraldi to create a collection that sets a new standard in style and presence. The result is the Clifton Club Shelby Cobra Limited Editions, pinnacle chronographs launched for the first time within the Clifton collection. Passengers will have the opportunity to see the only exemplar of the Clifton Club Shelby Cobra limited-edition timepiece left in Dubai, one of just 196 pieces in the world.

To complement this outstanding activation, Baume & Mercier also reinforced their exposure with a strategic digital advertising campaign targeting passengers on their way to the shops. This exclusive campaign, allowing passengers to try and buy the high-end creations, will last for one month in Concourse B at Terminal 3, reaching around 2,3 million passengers.