Xerox, in partnership with Darwish Trading Company, its master distributor in Qatar, has launched the Xerox Iridesse Production Press for customers in Qatar.
The launch event in Doha, titled ‘Iridesse Launch – Colour Reignited’, was attended by printing and packaging entities from across Qatar, including commercial printing companies and graphics and arts clients from across public and private sectors.
Ahmad al-Afiesh, division manager of Darwish Trading Company-Xerox; Deepak Shetty, sales manager; Mohd Tawfiq, finance controller; Nick Conell, Iridesse product manager — Xerox; Andrea Evangelou, marketing executive — Xerox; Anish Shah, business manager — PSG; Nicola, business manager — Xerox; John Fennell, EFI specialist; and many others were present during the launch.
The Xerox Iridesse Production Press is a high-speed, six-station colour press that combines four-colour printing with up to two speciality dry inks in one printing pass. 
“This is the only digital press that can print metallic gold or silver dry ink, CMYK and clear dry ink in a single pass, giving print providers an immediate competitive edge in the growing digital print enhancement market,” a press statement noted.
“The Iridesse launch in Qatar is one of the biggest of the year. Qatar’s market demand is growing with the oil price recovery in the past few years and local printers are challenged when it comes to meeting the demand of their existing and potential customers. Iridesse will now allow Qatar’s printers to gain stronger market positioning and keep their customers from reaching out to other regional printing services suppliers,” said Chris Lynch, head of PSG for the Middle East and Africa operations.
“Iridesse Production Press is a game-changing product that has already sparked a lot of interest from our customers. The press produces special effects and digital enhancements cost-effectively and in a simplified workflow environment like no other digital production press can. We can’t wait to see what Iridesse can do for our customers on the long run, and the demonstration of the current output and beautiful results produced by the press are outstanding,” said al-Afiesh.
Iridesse eliminates multiple presses and processes usually required for print embellishments, increasing capacity and profits for customers.
Digital print enhancement can result in a rapid return on investment as print service providers’ profit margins on such embellishments can be quite high. 
The Iridesse Production Press is now available for order-taking in Qatar.
Those interested should check with their local sales representative for regional availability.