I have been working in the watch business industry since more than 20 years, focus on Middle East market, Eastern Europe and Africa. I have been in charge of sales & marketing as an Area Sales Manager for these regions. Moreover I visited all the continents and know the most prestigious retail shops.

I worked for Bulgari Group, specially for Daniel Roth & Gerald Genta watches for more than 7 years. After that, I joined Girard-Perregaux in La Chaux-de-Fonds.

Then I had the chance to be approached by one of the most beautiful brands in the watch business, Patek Philippe company. I worked for them during many years and enlarge my skills vision in the "Haute Horlogerie".It was an interesting experience, where I had the chance to meet the wealthiest collectors around the world. My strong expertise reinforce my links with the Arabic, European and Worldwide retailers and connaisseurs.

All these experiences  allowed me to learn the ropes of the sale. My strong expertise help me to implement a structured organization with retail shops in many countries.

I participated in several exhibitions like Bahrain Jewellery Fair (14 x times), Doha Watches & Jewellery exhibition since his creation (8 x times), the famous Basel Fair (11 x times) and also SIHH in Geneva.

I also opened 6  boutiques around the world. 12 Point of sales, and 16 corners.

I took my chance in 2011 and launch my own company, ALSARA, which means the names of my 2 daughters, Alessandra and Sara. I choose this arabic name due to my strong attachment to the Middle East region.