Expatriates in the Eastern Province celebrated a once-in-a-lifetime calendar phenomenon on Wednesday when the number 12 appeared three consecutive times to create the twelfth day of the twelfth month of the twelfth year or 12/12/12.

Many business establishments chose that particular date to launch new products, projects and innovations and make the most of the highly memorable date.

The first “Made in Saudi Arabia” Isuzu truck was unveiled in Dammam at exactly twelve minutes past noon or 12:12 p.m. on Wednesday. “We specifically chose this date so we would remember it for a long time to come,” said one Isuzu marketing executive.

Mohammed Ansary, a prominent Eastern Province-based shipping industry veteran from India, said: “Dec. 12, 2012, or 12/12/12, is the last time a number will be repeated in the day, month and year until 2101, when we will experience Jan. 1, 2101, or 01/01/01.”

Ansary hosted a colorful party at the Dammam Hotel to celebrate the day. “It’s a once-in-a-lifetime calendar phenomenon and who knows what the next century will bring,” said Ansary. “I thought of hosting this party a long time ago just to spread cheer among my good friends, colleagues and acquaintances.”

Among his guests were well-known Pakistani expatriate Capt. Naeem Siddiqui, poets Shiraz Mahdi Zia and Rafeeq Akolvi, and writer Nayeem Javed. They brought the evening to life with interesting anecdotes and meaningful couplets in Urdu.