Earlier this month we were delighted to host Club Members at Dubai Watch Week, the biggest watch show in the Middle East and one that's quite different to other shows around the world. It was a busy and slightly crazy but we had a great time, and I'm sure it will continue to grow as a destination for the top brands as well as collectors and enthusiasts from around the world.

What makes Dubai Watch Week different?

The show is organised by the Middle East's largest watch retailer, Seddiqi & Sons. They highlight all of the brands they sell and invite other brands to take part. In total there were around 80 brands represented. The biggest difference is that all of the brands are asked to bring their most senior watchmakers and executives and all of them are present in the main exhibition hall. There are no velvet ropes or barriers, everyone is open to talk to, and you don't need appointments to see some of the finest horological creations currently being crafted.. There are separate brand pavilions for some brands such as Rolex, Tudor, and Girard-Perregaux, but most of the brands are together in one space.

The energy levels were electric as enthusiasts were excited to see timepieces from the likes of F. P. Journe, Bovet, and Louis Vuitton that you just can't see anywhere else. Alongside established big brands were some of the top names in independent watchmaking such as Kari Voutilainen and Roger Smith, both of whom were present and happy to chat away to collectors.

Many brands had brought top watchmakers along to meet with enthusiasts and help explain some of the more complicated mechanisms they produce. We arranged an appointment with one of the head Watchmakers from Lange und Sohne and he explained in how their famous Zeitwerk watch works. It was incredible to hear this level of detail and ask him about the challenges they have as a team. Audemars Piguet had a huge and impressive pavilion celebrating their 150th Anniversary and their Head of R&D was present with large scale models to explain the workings of the new Perpetual Calendar.

Is it the most diverse and inclusive watch show?

At The Watch Collectors' Club we pride ourselves on being as inclusive as possible, and welcome enthusiasts of all kinds. It will not surprise anyone to learn that being located in England and running events in London, the North-West of England and Scotland, the majority of our attendees are white men between the ages of 25 and 65. Dubai Watch Week had a much broader audience, with people visiting from all over the world. While men were still the majority of attendees, it was great to see many younger enthusiasts, and so many visitors from across Asia as well as the Middle East. The free entry and great location no doubt helped, and Dubai is no cheaper a place to visit than London, New York or Geneva when you consider all your costs, but it was refreshing to see such a different crowd. As there were no specific press days, it was fun to see (and catch up with) the journalists and influencers doing their thing and chatting to their fans at the show too.

What you need to know about a visit to Dubai Watch Week?

1. It's busy, so expect a bit of patience to see all the watches, you might have to return to a stand another time if all the staff are talking to other enthusiasts, but you should be able to see everything if you're there a few days.

2. There are loads of great restaurants and cafes nearby, and while we got lost in the mega Dubai mall, we enjoyed dinner with a great view of the fountain show!

3. Dubai Watch Week is not the only show on at that time. Timezones Watch Show was held nearby on the Friday and Saturday to highlight independent and microbands from around the world and was a great success. I expect it to be held again next time.

4. There are plenty of other events on in the city, as you'd expect, so you can attend events with the brands directly if you have a relationship with them. The Watch Collectors' Club uses our relationships to help our Members enjoy exclusive invitations such as these.

5. It's often best to go to these events with a group of enthusiasts, we had three members join us from different parts of the world and it was fun to chat about our collecting, our likes and dislikes, and our views on what we'd seen at the show. Our trips are fully hosted to help you make the most of the show; we arrange the whole itinerary and help you see what you most want to see, but we have the most fun simply getting to know other enthusiasts in a relaxed and friendly manner.

Conclusions

The show was so successful and busy that I'm sure it will continue to grow and may even move from a Biannual event to something more regular. We'll be attending in future and designing a fantastic experience for our Club Members to help them make the most of it.

In 2026 we'll be hosting multiple Experiences in Switzerland that will give you the chance to enjoy exclusive access to fantastic watches in the company of a great group of collectors. Learn more about how to join these carefully curated trips here.