TAG Heuer, one of the most desired brands in the luxury watch industry, recently announced its partnership with designer Hatem Alakeel to support and select the TOBY face of 2013. TOBY meaning, “My Thobe” in Arabic is the brainchild of Saudi Arabian designer & entrepreneur Hatem Alakeel specialising in men\'s traditional robes and shirts. While retaining the established feel of the classic thobe, TOBY by Hatem Alakeel\'s exciting approach fuses modern, traditional and international elements with many fun surprises creating his unique signature look. On September 5 2012, TAG Heuer celebrated the search for the new face of TOBY by Hatem Alakeel at SAKS Fifth Avenue- Burjuman. Moving to the grooves of popular local DJ Bliss and amidst the cheering of the encouraging audiences, the finalists walked the ramp wearing the latest TAG Heuer Carrera 1887 timepieces that truly complemented the FW 2012 collection of TOBY they adorned. After an exciting three rounds, the jury composed of well known Dubai personalities announced Mr. Arash Mohammadi as the new TOBY face of 2013. The lucky winner received a TAG Heuer Carrera Chronograph Calibre 16 43mm, one of the brand’s best-selling timepiece in the world from Luc Decroix, General Manager of TAG Heuer Middle East. “Hatem has an amazing flair. He was determined to find a new face for TOBY with a new approach and he made it happened. At TAG Heuer, we love individuals who have determination, hence our participation and support to the latest Middle Eastern Friend of the Brand campaign”, said Luc Decroix, General Manager of TAG Heuer Middle East. The judges who helped in selecting the TOBY face of 2013 included the King of Thobes himself, Hatem Al Alakeel, Diala Makki- the face of Dubai TV, Mona Kattan- popular blogger and co-oWner of Doll House salon, Wadih El Najjar – well known Dubai photographer, Elie Lahoud- Event organiser, Ranya Rashid – Junior Buyer for SAKS Fifth Avenue, Omar Bin Butti - TV presenter at Dubai One and Luc Decroix-General Manager of TAG Heuer Middle East. The latest collection of the TAG Heuer Carrera 1887 43mm was also revealed at the event. The timepiece will be available across the region at TAG Heuer boutiques and at Seddiqi & Sons in Dubai, Al Manara Jewellery International in Abu Dhabi, Rivoli Group in Qatar & Bahrain, Al Hussaini in KSA and at Trafalgar in Kuwait amongst others.