Dubai Watch Week is unique in the world of horology. The key to its success has been that it has steered clear of becoming a commercially driven event; instead, its organiser, Hind Seddiqi, the chief marketing officer of Ahmed Seddiqi and Sons, one of the largest watch retailers in the world, has aimed to create an accessible, fun and insightful fair that turns those with a curiosity for watches into veritable connoisseurs.
The latest edition ran for five days in late November at the DIFC Gate. It encompassed a Masterclass Area where visitors could learn all about the art of engraving, watchmaking and more; an Exhibition Hall holding an incredible number of new limited-edition timepieces across a range of prices; and, our favourite space, the Horology Forum, where some of the industry's biggest names debate hot topics with renowned journalists, celebrities, influencers and collectors.
This was the fifth edition so far in Dubai, and it attracted a record attendance of 16,000 visitors, as well as an impressive roster of panellists including the chief executives of Breitling and Audemars Piguet, Nick Foulkes, Mr Wonderful, Watch Anish and Will.i.am.
One smart move first introduced a couple of years ago was the inclusion of food concepts within the exhibition area. The reasoning is twofold. The fair runs from 10am to 10pm over five days, so offering breakfast, lunch and dinner options on the premises, rather than forcing people up to the concourse level of DIFC, matters. Secondly, well-considered food stalls attract more locals, many of whom might come for the food but stay for the horological fun and insights.
The options this year included the local food truck turned burger sensation, Salt, which created a limited-edition menu just for the event and had Emirati families queuing all day, every day. Moving further upmarket, a Cipriani pop-up served breakfast favourites alongside carpaccio, burrata, salads, Chilean seabass, gnocchi and its ever-popular vanilla meringue cake, while Home Bakery and Twst rounded out the coffee and treats.
The exhibitions were a highlight in their own right. Just before kicking off the 50th anniversary celebrations of its Royal Oak, Audemars Piguet staged its first DWW exhibition, dedicated to the Royal Oak Offshore. Entitled "Beyond the Limits: A Journey through Time, Design and Materials", it showcased how multiform the model has become, with endless colours and materials. The most extraordinary fact about the Offshore is that, when it appeared in 1993, its unheard-of XL proportions were criticised, even by Gerald Genta, the designer of the Royal Oak.
Rolex returned with an exhibition dedicated to waterproofness, charting its 1926 Oyster, the English Channel crossing a year later, the 1953 Submariner and the Sea-Dweller of 1960. Armin Strom, meanwhile, brought a one-off named Zeitgeist that combines a mirrored force resonance with gorgeous skeletonisation, while a new Swiss brand, Aramedes, launched a Mecca Collection offering a Qibla pointer, prayer-time indicator and Ramadan fasting indicator via a patented electronic module.
To mark the UAE's 50th National Day, Ahmed Seddiqi & Sons introduced 35 limited-edition watches and jewellery pieces, including a rework of Hublot's Classic Fusion Chronograph that pairs the brand's signature concrete case with a dial made of sand sourced from the UAE desert and a camel-leather strap. It was a fitting tribute, and a reminder of why the fair has become an essential fixture in the horological calendar.
