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ONE TO ONE
Making a
splash
Interview with Pierre Boueri, CEO of Watermaster Holding
Watermaster originally founded by Eng. Khalil Boueiri in 1980 under the corporate name of ElectroMechanical Consultants and Contractors (EMCC), fulfilled the objective of establishing a private professional
company engaged in electro-mechanical design and contracting works. After 33 years of innovation in the
market, WATERMASTER is being restructured into AL MIYAH HOLDING GROUP in order to keep pace with
fast technological changes of both the Recreational and Treatment Industries.
On this occasion, ‘WhyQatar’ magazine had the following interview with Pierre Boueri, CEO of Watermaster Holding.
Q.WHEN WAS WATERMASTER ESTABLISHED AND BY WHOM?
A. Watermaster was founded in 1980 by my father Eng. Khalil Boueri, who is currently the Chairman and Visionary Leader of the
firm. Since its start, Mr. Boueri created a positive, young, and innovative culture within the firm, coupled with highest values in terms
of Trust and Care for all the stakeholders and primarily the CUSTOMER.
In November 2012, Watermaster switched from a Family Business into a Corporate entity. The new corporate umbrella is Al Miyah
Holding Group as seen below:
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Al Miyah Holding Group is managed by a board headed by our
Chairman Mr Khalil Boueri.
Watermaster, as per its mission statement, continues to service
the project needs of the market coupled with a robust after sales
service.
The firm has a MENA-based strategy to expand in countries
beyond Lebanon and Qatar.
Q. WHAT IS THE COMPANY’S MAIN SPECIALIZATION AND
WHAT ARE THE PRODUCTS AND SERVICES PROVIDED?
A. Since inception, Watermaster was focused on water. More
importantly, Watermaster members are passionate about Water!
It’s a fact that 75% of the Human Body is comprised of water
and 71% of the Earth Surface is composed of Water.
We do believe that Water is the most valuable element and we
shall keenly pursue our endeavors in reaching ideal solutions for
the Well-Being of people.
Watermaster operates in five main divisions: Wellness Centers,
Swimming Pools, Water Features, Water Treatment and Waste
Water Treatment.
The scope extends along the divisions from Designing
Concepts, to Turn-key Project Realization and After Sales
Services.
Q. WHAT CAN YOU TELL ABOUT THE COMPANY’S GROWTH
IN LEBANON AND QATAR? HOW ARE THE COMPANY
OPERATIONS RUN?
A. Watermaster in Lebanon and Qatar has grown from
a Specialized Mechanical, Electrical and Plumbing (MEP)
subcontractor into a Specialized Turn-Key Contractor.
We have redesigned our Business Model to better fit the modern
needs of our clients.
The firm has established a Civil and Architectural department
in order to complement the MEP works and thus provide a full
Turn-Key solution for the client.
Moreover, a Project Management Team was created for big
projects needing a full-time presence on site. With this last step,
a client can rest assured that we can deliver a turn-key solution
according to specs, on time and within budget! All resources
are in-house and we shall adapt our activities based on clients’
schedules and critical paths.
Finally, we have worked closely with our long-term partners to
be part of their R&D teams and we are constantly investing in
training and international exposure to field developments and
innovations.
Thus, our Value Proposition, as indicated in our mission
statement, became to “Provide Complete Turn-Key Solutions
with Up-to-date Technology supported by Professional After
sales”.
Our staff in Lebanon comprises 80 people while we employ
220 in Qatar. These 300 specialized and trained individuals are
at your service to deliver your project up to your standards!
The success behind our 33 years of experience and constant
strategy of innovation has resulted in winning top notch project
bids in both the Lebanese and Qatari markets.
Q. WHY DID YOU DECIDE TO ESTABLISH AN ADJACENT
COMPANY, THE WATERCENTER?
A. The WaterCenter emerged naturally and straight from the
need of our customers.
It was an innovative move from Al Miyah Holding Group to
separate our new “Retail-Driven” entity from our existing
“projects-driven” company Watermaster.
Our customers can come, test and pre-select their Indoor Spa,
Outdoor furniture, and much more even before building his/her
house or flat.
On the other hand, existing Hotels or Wellness Centers can
come gather ideas on how to upgrade their facilities to keep up
with the pace of the Wellness Industry and thus increasing their
ROI and market share. WaterCenter will always remain “Your
Wellness Partner!”.
Q. WHAT ARE THE PRODUCTS AND SERVICES PROVIDED BY
WATERCENTER?
A. Our product line is all around Wellness! We are constantly
looking to upgrade people’s well-being in order to reduce stress
and fight diseases which they could face daily.
We have 5 main product lines:
• Wellness: This product line offers you Single or Dual Spas,
Gym Equipment, Saunas, Steams and related accessories
for your Bedrooms or Bathrooms.
• Outdoor: Outdoor furniture, Exterior Spas with an
assortment of complements such as Bars, Pergolas and
BBQs, Solar Showers, Water Features, Ponds accessories,
and Decking.
• HSE: A very crucial and important range of Add-Ons
to your existing pool to have a Healthier Water, a Safe
Bathing Place and an Environmentally Friendly Pool. Your
Safety is our main concern!
• Water Treatment (WT): It offers Packaged WT solutions
for Residential Applications with Plug-N-Play options. Easy
for you to maintain and enjoy a safe water!
• Waste Water Treatment: It offers Packaged STP solutions
for Residential Applications in order to treat your waste
and turn it into safe water for irrigation purposes! You
should save water and the costs of using that water!
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Q. WHERE IS WATERCENTER LOCATED AND WHAT CAN
YOU TELL US ABOUT THE COMPANY’S ACTIVITIES AND
OPERATIONS?
A. Currently the WaterCenter is located only in Lebanon at our
Headquarters is in Sioufi, Achrafieh, and is managed by Mrs.
Nathalie Boueri (GM WCL and CMO MHG).
Mrs. Nathalie and her team have been welcoming our
customers since the 29th of July 2013, our official opening
day.
WaterCenter shall be opening later this year in Qatar. The date
shall be announced at a later stage.
Q. WHAT MAKES WATERCENTER DIFFERENT THAN
WATERMASTER?
A. WaterCenter and Watermaster are related only due to the
fact that they are sister companies within the same group.
WaterCenter has its own strategy and business model as it was
designed to simplify for the end-user the process to identify his/
her need and to select the right product for him/her.
Our simple website, catalog and applications and of course our
trained sales force shall simplify the process to the customer
and shall provide him/her a great experience while visiting the
WaterCenter.
We believe it is a Center more than a Showroom, as you can visit
and test the different products and allow us to advise you on the
best possible choices.
We invite you to come and visit WaterCenter and feel the
difference!
Finally, available synergies between the two companies are
also beneficial for the customers. The technical knowledge
of Watermaster and its maintenance team shall support the
customers in the installation and maintenance of his/her new
product.
Q. WHAT KIND OF CLIENTS DO YOU USUALLY CATER FOR?
A. As indicated earlier, the WaterCenter emerged from the need
of our clients.
We felt that a big segment of our market, more precisely EndUsers (Private Residential and Commercial) needed a center
where they can come with their partners or Interior Designers
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and experience the different wellness elements in order to
upgrade their life and reach higher wellbeing.
Typically, any individual furnishing or upgrading his flat, villa or
chalet would be our prime customer on the Residential Side.
On the other hand, Existing Wellness Centers, Gym/ Training
Centers, Hotels, Resorts, etc… who want to upgrade their
facilities by adding some new innovations and attract more
customers make up another important client segment.
Q. DO YOU TAKE ON BIG PROJECTS? CAN YOU PLEASE
NAME FEW PROJECTS IN QATAR AND LEBANON?
A. Very good question. In fact, the new strategy of Watermaster
is around that.
Together with our partners, our prime focus today is on executing
big turn-key projects from Design to Constructions and finally
after-sales service.
Due to our current setup which involves all trade activities
internally without subcontracting, we have a competitive
advantage to properly manage the project with the right quality
and time to suit the needs of the project.
For example, we are executing the Summerland-Kempinski Hotel
in Lebanon and the Sidra Medical Research Center in Qatar.
Both are highly representative examples of the type of projects
that highlight the firm’s capabilities.
Q. WATERCENTER COULD BE A TURNING POINT FOR YOU,
BUT WHAT’S NEXT?
A. Al Miyah Holding Group has been established only recently
and it has a 5-10 years strategy in the MENA region.
Taking into account the political and financial risks of the area,
we shall be gradually announcing our projects and plans for the
coming years.
Mainly, Fluid Design, a registered company of Al Miyah Holding
Group, shall be inaugurated in the near future to handle all
Design Services for Clients and Consultants.
Of course, the possibility of opening Watermaster and WaterCenter
in the MENA is currently being studied as well.
Finally, we shall always continue to innovate in order to serve our
loyal customers in the best way possible!