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October 21, 2007


(October 21, 2007: Beverly Hills, Los Angeles, CA) Event Report by Don Rose

opened its first US boutique today, in the heart of one of the most famous shopping destinations in the world, where celebrity sightings are an everyday occurrence. The Swiss watch brand's elegant shiny-white showroom is located at 342 N. Rodeo Drive, Suite 202. Milus USA is headed by President and CEO Doron Basha, who invited guests to a classy afterparty at nearby eatery/bar Aqua for an evening of live jazz (featuring famed singer and Milus Brand Ambassador Jane Monheit), as well as passed appetizers (mini Kobe burgers, chicken skewers with peanut sauce, tuna tacos), open bar and desserts (fruit-and-cream tarts and a chocolate confection).

Jan Edöcs, CEO and President of Milus International; Jane Monheit, US jazz singer from New York; Barbara Becker, designer from Germany; and Doron Basha, CEO of Milus USA (from New York launch event)

The amiable head of Milus USA told The LA Report that current plans for the company, founded in 1919, include reinvigorating the brand for the 21st century, and today's opening launch certainly made a splash among the packed crowd, which included Hollywood celebs, watch lovers, media and other VIPs, who were able to view and try on the dazzling watches on display at the store and at the afterparty. All in all, the 5+ hour multi-venue event made it clear that Milus knows a thing or two about attractive luxury for the upscale trendsetter. For more information on Milus, visit www.milus.com.