The eyes of the global watch community are once again turning towards the Middle East for the Dubai Watch Week (DWW) 2025. Scheduled to take place from November 19 to 23, 2025, this seventh edition of the festival is set to be the largest iteration yet. Organized by Ahmed Seddiqi & Sons, the event also commemorates the retailer’s 75th Anniversary. DWW has established itself as the premier global platform for promoting general watchmaking and collecting culture.
New Venue and Increased Scale
This year, the Dubai Watch Week is transforming into an even larger event, featuring a nearly 50% increase in participating brands. With the participation of over 90 brands, DWW 2025 follows the successful 2023 event, which saw attendance exceed 23,000 guests.
The event will be held in a new, more prestigious location. While the sources note a relocation from the former DIFC venue, the new primary arena will be the Dubai Mall, the world’s largest retail and service center. Here, an immersive exhibition space will span over 200,000 square meters. Brands such as Rolex, Audemars Piguet, Tudor, Chopard, Hublot, Breitling, Bulgari, and TAG Heuer will host their own dedicated spaces.
Exhibitions and Craftsmanship
The temporary construction of individual booths is expected to facilitate impressive exhibitions from various brands. The atmosphere within the venue is generally very casual, meaning extensive planning for visiting booths is not required. However, some popular exhibitions may have lines, so setting aside specific time to visit desired brands is advisable. Attendees can also inquire with local sales associates or brand representatives about special activations or appointments to view new watches.
Talks and Forums
A highlight of DWW is attending the talks, which are highly worthwhile. The event features the Horology Forum and the Creative Hub. This year’s lineup includes a roundtable of „heavy-hitting CEOs,” hosted by Andy Hoffman, featuring figures such as Georges Kern of Breitling and Ilaria Resta of Audemars Piguet. Other discussions include topics ranging from collaboration (an AP discussion) to the Louis Vuitton Watch Prize, and even the premiere of Wei Koh’s new TV show, Man of the Hour.
Talks are generally available on a first-come, first-served basis, although attendees can RSVP to add them to their calendar. Notably, a discussion with Rolex CEO Jean-Frederic Dufour and Abdul Hameid Seddiqi is completely full and not open to new attendees. Masterclasses are also available, though many are already booked.
Shopping and Collecting
Dubai is regarded as one of the best places in the world for watch shopping, thanks to its extensive watch culture and the influence of the Seddiqi family, one of the world’s largest retailers. This concentration means many of the rarest models are present in the city, including on the secondary market.
For modern offerings, attendees should visit the Ahmed Seddiqi stores. While the rarest new items can be challenging to obtain, the retailer previously launched a substantial Rolex CPO (Certified Pre-Owned) offering. Furthermore, the event often sees the release of several limited-edition pieces through Ahmed Seddiqi or directly by the brands.
The vintage watch market in Dubai is also growing rapidly. Retailers such as Momentum Dubai and Collectors Gallery (in partnership with Amsterdam Vintage Watches) are contributing to a shift in the UAE market.
Beyond the Venue: Exploring Dubai
External activations are central to the DWW philosophy, aiming to draw a wide audience to appreciate all that Dubai has to offer.
Evening Events Dubai truly comes alive at night, and during DWW, numerous events are hosted nightly, often by one of the 90-plus participating brands. While most soirees are invite-only, attendees can attempt to get on a list by reaching out to brand contacts or sales associates at their retailer before arriving, or by engaging directly with brand staff at the booths during the event.
City Sights The event venue is situated directly under the Burj Park, overlooked by the Burj Khalifa. Other suggested attractions include the Dubai Museum of the Future, The Palm, or the world’s deepest diving pool (60 meters deep). For those interested in local culture and rare items, the Gold Souk in Deira—described as a less polished but bustling commercial district—is worth visiting, as rare limited-edition pieces from brands like Richard Mille and AP may be found there. For escapes outside the city, options include off-roading, experiencing falconry (a significant part of the local culture), or visiting desert resorts like Bab al-Shams or Nara.
