[Las Vegas, Nevada] — [May 22, 2025] — BooRay!, the emerging luxury lifestyle brand and cultural movement blending gaming, fashion, sports and entertainment, is proud to announce the appointment of Massimiliano “Max” Pincione as the Exclusive Jeweler to The BooRay! King. In tandem, BooRay! has named CIMABUE, the elite New York-based jewelry house co-owned by Mr. Pincione and HRH Prince Khaled bin Alwaleed bin Talal bin Abdulaziz Al Saud, as its Official Jewelry Partner.
This strategic partnership marks a new chapter in BooRay!’s evolution as a luxury-infused lifestyle brand that celebrates status, influence, and cultural expression both on and off the felt.
A Legacy of Luxury and Global Vision
Mr. Pincione brings an extraordinary pedigree to BooRay!, having served as Managing Director of Harry Winston Jewelers from 1987 to 2002. Over a distinguished 15-year tenure, he led the iconic brand’s national expansion from a single store on Fifth Avenue to a network of Harry Winston boutiques across the country. His leadership drove a 70% increase in sales while pioneering the launch of the HW Watch Division and overseeing global brand management, creative production, and visual merchandising.
His relationships with top-tier retailers and refined approach to international brand strategy solidified Harry Winston’s place in the world of ultra-high-end jewelry and timepieces.
“BooRay! is not just a luxury lifestyle brand—it’s a movement,” said Massimiliano “Max” Pincione. “I’m honored to bring a new level of sophistication and artistry to the vision of The BooRay! King. Through CIMABUE, we will blend heritage and innovation to create pieces that represent power, presence, and timeless elegance.”
CIMABUE: The Crown Jewel of BooRay!
CIMABUE, founded and headquartered in New York City, is a world-class luxury jewelry company focused on the Middle Eastern market and beyond. Under the joint leadership of Max Pincione and HRH Prince Khaled bin Alwaleed, CIMABUE combines old-world craftsmanship with modern elegance. As part of this partnership, CIMABUE will design and craft exclusive collections for BooRay!’s campaigns, appearances, and special edition product drops.
“Max Pincione joining our team is a defining moment,” said Kahari Nash, Co-Founder and CEO of BooRay!. “From the boardroom to the VIP lounge to the high-stakes table, BooRay! is a lifestyle rooted in excellence and legacy. We’re building something iconic—and having CIMABUE as our official jeweler solidifies the culture we’re creating around BooRay!”
This partnership embodies the elevated vision of The BooRay! King, uniting culture, class, and craftsmanship under a single banner.
About BooRay!
BooRay! is more than a card game—it’s a cultural movement. As a lifestyle brand at the intersection of gaming, fashion, music, and celebrity, BooRay! celebrates community, competition, and self-expression. With a mission to bring timeless culture into today’s digital and physical arenas, BooRay! continues to expand its influence through strategic partnerships and visionary leadership.
