$350,000 Ultra-Luxurious Swiss Watch Brand Makes Debut in US

During These Recessionary Times, Report Finds High-Net-Worth Consumers Are
More Discriminating In Their Spending Habits

NEW YORK, Nov. 4 /PRNewswire/ -- You wouldn't think this would be the best
time to introduce a $350,000 ultra-luxurious Swiss watch brand into the U.S.
market, but Cephee SA, Geneva, Switzerland, feels the time couldn't be better.
Cephee announced today the introduction of a new line of high end certified
Swiss made watches, introduced in the United States by noted Swiss watchmaker
Christophe Golay. Cephee is a collection of masterworks from the combined
talents of master artisans of watch and jewelry. "The new watch line is in a
class by itself," said Golay.

A London-based market research firm, Ledbury Research, recently examined the
changing demands of the high-net-worth customer. It found out that wealthy
consumers will continue to spend, but that their purchasing decisions will be
based more on exclusivity as well as quality and dependability. A published
article noted that instead of novelty, the wealthy will be seeking out
authenticity. Despite tough times, luxury is not disappearing.
High-net-worth consumers are becoming more "brand sophisticated" -- looking
for limited editions and other timely and unique items.

The first watch to be introduced under the new Cephee brand is the Ether.
With over 150 precision set baguette diamonds, it will retail for $350,000
through select retailers. All diamonds used in the Cephee collection are of
an exceptional quality: D, E, and F color, with clarity of Top Wesselton VVS1
to Pure. A unique technique of invisible channel setting allows each stone to
reflect all the light that it absorbs, without interruption by a metal bead.

Ether features a unique engineering technique with its sapphire cradle that
houses the movement. Manufactured exclusively for the Ether watch, it has two
perfectly adjusted lids so that precious face and side diamonds are completely
encased. The material of corundum, or sapphire, is a stable substance with a
hardness exceeded only by the diamond. Its scratchproof surface is treated
with an anti-reflection process on both sides to neutralize the reflection of
light and to guarantee the optimal visibility of the dial and the exquisitely
delicate blue sapphire hands.

The hands of the watch are fashioned of a delicate blue tinted sapphire,
called colored spinel. The manufacturing and the polishing of the sapphire
components requires precision skills. Drilling a hole precisely to place the
metallic tube that will be fixed on the hours and minutes pinion is a delicate
process. The straps are entirely hand made of the softest supple leather with
hand-crafted diamond buckle.

To guarantee the high quality of this product, Cephee manufactures every
aspect of these watches in their own workshop in Geneva. Every step of the
process from design to diamonds setting is done in-house, to ensure the
meticulous development of the most beautiful, complex watch.

Based in Geneva, Switzerland, Cephee shares it factory with Lamborghini at
Route de Saint-Julien 184 1228 Plans-les-Ouates.

For high resolution images visit http://www.cephee.ch/press/.

For sales information, please contact Christina Dochtermann at
Christina@cephee.ch or our New York offices at 914-419-0499.

SOURCE Cephee

Patricia Carrasco, RS Consulting, +1-917-674-2168, pcarrasco@rs-advisors.com