There is no Dubai Watch Week in 2026. The event runs on a biennial schedule, and the 7th edition – the largest in the event’s decade-long history – took place from 19–23 November 2025 at Burj Park, Dubai Mall. The next edition is Dubai Watch Week 2027, confirmed for November 2027 at the same venue. If you missed 2025 or want to prepare for 2027, this is the complete guide – covering what happened, what launched, what it means for UAE watch buyers right now, and what to expect when the next edition arrives.
What Is Dubai Watch Week and Why Does It Matter?
Dubai Watch Week is the most important watch event in the Middle East and, increasingly, one of the three most significant on the global horology calendar – alongside Watches & Wonders Geneva and Geneva Watch Days. Founded in 2015 by Ahmed Seddiqi, Dubai Watch Week celebrates the creative confluence and undercurrents of the luxury watch industry, operating as a movement that supports initiatives with similar values, bridges communities, and creates unique opportunities for networking and creative exchange.
What began as a collector-focused gathering of 14 brands and 2,500 visitors has transformed into something that the watch industry’s most senior executives now clear their calendars for. It is, in the words of MB&F’s founder Max Büsser – himself a fixture at the event – “the greatest watch event in the world today.”
The new Burj Park setting transformed a simple strip of waterfront into a miniature city, complete with large air-conditioned structures, full-service restaurants, and a visual identity befitting a major fair. Step outside at night and you were greeted with the laser shows of the Burj Khalifa reflected across the lake – an unmistakably Dubai tableau.
Three things set Dubai Watch Week apart from every other watch event in the world:
It is free and open to the public. Watches & Wonders Geneva is a trade show. Dubai Watch Week is built for collectors, enthusiasts, and curious newcomers equally. You do not need press credentials, an industry invitation, or a boutique relationship. You register online and walk in.
The brands hold back launches specifically for Dubai. Unlike Watches & Wonders, where brands present their annual collections to retailers and media, Dubai Watch Week has evolved into a genuine launchpad for exclusive and region-specific releases. Maisons had held back important launches specifically for the Dubai fair, with materials shifting towards the use of cosmic materials and meteorites, and several brands giving a creative nod to the Arabian Peninsula.
The access is unprecedented. Nowhere else could you imagine seeing Patek Philippe president Thierry Stern, Rolex chief executive Jean-Frédéric Dufour, footballer Mbappé, musician and Audemars Piguet partner John Mayer, and master horologists Philippe Dufour and François-Paul Journe walking steps ahead of you, surrounded by thousands of eager watch lovers.
Dubai Watch Week 2025: The Full Recap
Scale and Attendance: Records Broken Across the Board
The seventh edition of Dubai Watch Week welcomed a remarkable 49,000 visitors over five days, up from just 23,000 two years prior in 2023. The event featured 90 brands – roughly 60% more than the 2023 edition – all staged in Burj Park under the shadow of the Burj Khalifa.
The scale reflects the event’s remarkable growth, with a 48% increase in participating brands compared to 2023, underscoring its rising influence on the international horological stage.
Held under the patronage of Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of the Dubai Culture & Arts Authority, the 7th edition ran from 19–23 November 2025 and featured over 50 programmed sessions that expanded beyond horology, weaving into Dubai’s broader cultural fabric.
Notable attendees included Dubai’s ruler His Highness Sheikh Mohammed bin Rashid Al Maktoum, alongside the senior leadership of virtually every major watchmaking brand. The mood, in the words of those who were there, was not merely upbeat – it was historically significant. Jean-Christophe Babin, CEO of Bulgari and of LVMH’s watch division, arrived in Dubai for his first in-person visit and came away convinced he was witnessing the emergence of watchmaking’s next major platform, telling WWD: “This is the beginning, really, of a new era for watchmaking.”
The Venue: A New Home Under the Burj Khalifa
Dubai Watch Week 2025 marked the event’s departure from its longtime home in the Dubai International Financial Centre (DIFC). The 7th edition moved to a 200,000 sq ft space in Burj Park, next to Dubai Mall – a dramatic upgrade in scale, footprint, and visual spectacle. The venue was erected in just six weeks, yet executed with the polish of a permanent exhibition – a distinctly Dubai achievement.
The setting added an extraordinary outdoor dimension: brand pavilions set against the backdrop of the Burj Khalifa, the Dubai Fountain, and the Dubai Opera. Evening visits, with the Burj’s laser shows reflecting across the lake, became a signature experience for attendees.
The Rolex CEO Keynote: The Most Significant Moment in DWW History
The headline panel of DWW 2025 was a keynote from Rolex chief executive Jean-Frédéric Dufour, in conversation with Seddiqi Holding Chairman Abdul Hamied Seddiqi, provocatively titled “The Time to Act is Now – a note to the watch industry.”
Dufour’s appearance was a genuine rarity, given how seldom the Rolex chief executive speaks publicly. His comments revealed more about the inner workings of Rolex than we had heard in years. He reaffirmed Rolex’s long-term belief in silicon, noting that future remanufacturing of silicon components will be easier, cheaper, more precise, and less energy-intensive.
That the world’s most media-shy CEO in luxury watchmaking chose Dubai Watch Week as his forum was not lost on the industry. The Rolex CEO opening DWW in Dubai signals, more clearly than any market data, that the UAE is where Rolex’s most important relationship-building now happens.
DWW also featured a new chief executive roundtable bringing together Georges Kern, Ilaria Resta, Karl-Friedrich Scheufele, and Julien Tornare – the heads of Breitling, Audemars Piguet, Chopard, and Hublot, respectively.
The Most Important Watch Launches at Dubai Watch Week 2025
The Mega-Brands: Standalone Pavilions, Landmark Releases
Rolex: The Land Dweller
Rolex’s 2025 story at DWW remained the era-defining Land Dweller, the watch that generated more column inches globally than virtually any release of the year. Rolex maintained its standalone pavilion and drew some of the longest queues at the fair.
TAG Heuer: Monaco Split-Seconds Chronograph Air 1
TAG Heuer unveiled the Monaco Split-Seconds Chronograph Air 1 – a skeletonised Monaco created using Selective Laser Melting (SLM) technology, an additive manufacturing technique used in aerospace, medical, and automotive industries to create precision components. The 41mm grade 5 titanium case is sculpted to mimic air intake valves on hypercars. Inside, the calibre TH81-00 features a split-seconds chronograph and a power reserve of 55–65 hours. Limited to just 30 pieces.
A second TAG Heuer launch – a limited-edition Monaco marking the 2025 Formula 1 Las Vegas Grand Prix, featuring a DLC-coated grade 2 titanium case, a skeletonised dial with a gradient blue to violet finish, and multi-coloured lume – was limited to 600 pieces at CHF 11,000.
Hublot: Big Bang Ahmed Seddiqi 75th Anniversary Editions
Hublot honoured the Middle East’s rich heritage with two limited editions celebrating the Big Bang’s 20th anniversary and Ahmed Seddiqi & Sons’ 75th anniversary. The Titanium Grey is limited to 25 pieces and the all-black ceramic model to 10 pieces. Both use the HUB1280 Unico automatic flyback movement customised with a 22k gold rotor engraved for Seddiqi’s 75th anniversary, and feature Eastern Arabic gold numerals dipped in Super-LumiNova – a detail that directly acknowledges the region’s cultural heritage.
Tudor: Ranger Dune White
Tudor debuted six new Ranger watches at DWW 2025, with the new “Dune White” dial being the standout – available in both 36mm and 39mm sizes, with black Arabic numerals and indexes. The 36mm version is Tudor’s smallest Ranger to date, and the Dune White is available with either a jacquard fabric strap or a three-link bracelet.
Omega: Seamaster Planet Ocean 4th Generation
Omega dramatically decreased the Planet Ocean’s thickness from 16.1mm to 13.79mm for the 4th Generation, giving the case a more faceted two-part steel/titanium construction. The helium escape valve has been removed for the first time. The watch measures 42mm and remains water-resistant to 600m, with three ceramic-bezel variants at prices starting from CHF 6,700.
The Independents: The Soul of Dubai Watch Week
Dubai Watch Week has always carried the soul of independent watchmaking alongside the mega-brand pavilions. DWW 2025 was no different – and in some ways, the independents were the most talked-about part of the fair.
Chopard: L.U.C Grand Strike
The most technically significant debut was the Chopard L.U.C Grand Strike, a compact grande et petite sonnerie with sapphire gongs and a clear, resonant tone that carried across the hall. It builds on the Full Strike of 2016 but introduces a new case architecture with soldered lugs and concealed thickness, giving it a more refined profile. Chopard’s overall momentum was notable.
Roger Dubuis: Sukoon Al-Layl
The Roger Dubuis Sukoon Al-Layl Perpetual Calendar 38mm was one of the most quietly affecting watches at DWW 2025. The name translates as “the stillness of the night” – a tribute to the calm temperament of the Maison’s founder, Roger Dubuis. The watch is forged entirely from platinum, from case to buckle, with a mother-of-pearl dial featuring astronomical complications including a moonphase with gold and blue aventurine for the twin moons and night sky. It is a watch that nods to the Arabian Peninsula while delivering complication excellence.
De Bethune: DB Kind of Two Jumping GMT
De Bethune’s DB Kind of Two Jumping GMT is two watches made into one – two dials powered by one movement. On one side is a traditional dial, on the other, jumping hands indicate the GMT. It was the most technically inventive object at the fair.
Biver: Nine New Automatique Models
Jean-Claude Biver told Robb Report at DWW that he would increase production of certain difficult-to-find parts in 2026, acknowledging that today the brand is “sometimes late because a screw is missing.” Among the nine new Automatique models presented at the fair, the platinum Clous de Paris was the standout – combining a hand-guilloché dial made using traditional techniques with the brand’s in-house JCB-003 micro-rotor movement. The result is a clean, classically styled watch that demonstrates the level of craft Biver is aiming for as this new Swiss watchmaker continues to define its brand identity.
Bremont: Terra Nova Jumping Hour Aventurine (Dubai Exclusive)
Bremont’s Terra Nova Jumping Hour Aventurine was unveiled exclusively at Dubai Watch Week, limited to just 11 pieces and available exclusively through Ahmed Seddiqi boutiques. The bezel and case are made from grained 904L steel – the first time Bremont has used this material – giving a starry effect that matches perfectly with the dark blue Aventurine glass dial.
MB&F: HM11 Art Deco (Limited Editions)
MB&F and designer Maximilian Maertens rethought the HM11 Architect, taking inspiration from the ornate elements of the 1930s – from radiating “sunbeam” motifs to two-tone rings and period-inspired typography. Two titanium limited editions of 10 pieces each were presented at DWW to celebrate MB&F’s 20th anniversary, priced at CHF 198,000.
The Timezones Fair: The Independent Collector’s Secret
Alongside DWW 2025, a new and complementary event made its debut in Dubai. The inaugural Timezones fair took place on November 21–22, 2025, at the Armani Hotel in the Burj Khalifa, Dubai – created by Omar Kabbani, Samuel Danho, and Ahmed Gawdat to showcase the world of micro and independent brands.
Dubai Watch Week and Timezones took place in the same week and both were free to attend. For collectors, this was a strong reason to make the trip and engage with more than 160 watch brands across both events.
For UAE-based collectors who want access to the world of independent and micro-brand watchmaking – brands like Kudoke, Felipe Pikullik, Kallinich Claeys, and dozens of others that are invisible in standard retail channels – Timezones will be a fixture alongside DWW at the next edition in 2027.
The Ahmed Seddiqi 75th Anniversary: What It Means for UAE Watch Buyers
DWW 2025 doubled as a celebration of Ahmed Seddiqi & Sons’ 75th anniversary – a milestone that had tangible, real-world impact on what brands brought to Dubai.
A special display of Ahmed Seddiqi & Sons’ 75th anniversary editions formed part of the Collector’s Lounge, a tribute to the founder’s enduring vision and the company’s legacy of craftsmanship. Multiple brands created exclusive editions specifically marking the anniversary – Hublot’s Big Bang duo (detailed above), Gérald Charles’ Maestro Tiger’s Eye, and DOXA’s SUB 300 Beta Ceramic (limited to 11 pieces, available only at Ahmed Seddiqi boutiques) among them.
For UAE watch buyers, the Seddiqi relationship matters beyond event programming. As the exclusive authorised retailer for Rolex, Patek Philippe, Audemars Piguet, and dozens of other top maisons, Seddiqi is the gateway to the most coveted watches in the UAE market. Building a genuine client relationship with the boutique – not just making one-off purchases – improves access to waitlisted references, allocation of limited editions, and first knowledge of UAE-exclusive releases.
Dubai Watch Week 2026: What’s Actually Happening This Year
Dubai Watch Week runs on a biennial schedule. DWW 2027 returns in November at Dubai Mall, Burj Park.
There is no DWW hero event in 2026. However, the Dubai Watch Week platform does not go quiet in off-years. The organisation has been building a year-round global presence through:
Horology Forum satellite editions. The DWW Horology Forum has taken place in New York and Hong Kong in off-years, bringing the panel discussion format – with senior industry executives and master watchmakers – to international audiences. A New York edition attracted 23,000+ visitors, 20 luxury watch launches including 10 international premieres, 60+ brands, and 32 masterclasses.
Watch launches at UAE retailers. Without a major DWW fair, 2026 becomes a year when brands are more likely to schedule boutique events, private previews, and collector evenings at Seddiqi locations across Dubai and Abu Dhabi. Watch this space – or more precisely, watch the Seddiqi newsletter.
Watches & Wonders Geneva 2026. For UAE collectors who want a major fix in 2026, Watches & Wonders Geneva is the destination. The year 2026 is set to be especially exciting across the Swiss fair calendar, with the Rolex Oyster celebrating its 100th anniversary and Tudor also marking a century of history. Rolex’s centenary for the Oyster – the foundational innovation of modern watchmaking – will almost certainly produce the most significant collection release the brand has made in decades.
What to Buy Right Now: DWW 2025 Launches Still Available in UAE
Not every DWW 2025 release sold out immediately. Here is what UAE buyers can still access as of March 2026, and where to find them:
Through Ahmed Seddiqi & Sons (Authorised)
Tudor Ranger Dune White – Available in both 36mm and 39mm. The most accessible new watch from DWW 2025, and one of the best-value steel sports watches in the market. Starting at approximately AED 6,800 depending on strap choice.
Omega Seamaster Planet Ocean 4th Generation – Available through Seddiqi. Three ceramic-bezel variants in 42mm. Starting from approximately AED 27,000. The slimmer profile is a genuine improvement on the outgoing model.
Jaeger-LeCoultre Master Ultra Thin Date & Moon (Copper Dial) – Both the Ultra Thin Date and Ultra Thin Moon received a new soft copper dial at DWW 2025, paired with a brown alligator strap in 39mm steel cases. Starting from approximately USD 10,400. One of the most understated and elegant watches to emerge from the fair.
Through Specialist Pre-Owned and Grey Market Dealers
Hublot Big Bang Ahmed Seddiqi 75th Anniversary – Both editions (Titanium Grey, 25 pieces; All-Black Ceramic, 10 pieces) are sold out at retail. Pre-owned examples are beginning to appear with specialist UAE dealers. Expect significant premiums.
Bremont Terra Nova Jumping Hour Aventurine – Limited to 11 pieces, exclusive to Seddiqi boutiques. If any remain unsold, they will be at the Seddiqi boutique in Dubai Mall or DIFC. If sold out, this will be a watch that appreciates.
How to Prepare for Dubai Watch Week 2027
The next edition is confirmed for November 2027 at Burj Park, Dubai Mall. Dubai Watch Week 2027 returns in November at Dubai Mall, Burj Park – the same location that made DWW 2025 so visually spectacular. Here is how to make the most of it when the time comes:
Register early. DWW is free but registration is required. In 2025, high demand meant early registrants got priority access to masterclasses and special events that filled quickly. The Dubai Watch Week app (available on Apple App Store and Google Play) is the primary registration and event management tool.
Plan your must-visit brands before you arrive. With 90+ brands across a 200,000 sq ft venue, arriving without a plan means you will miss the things you most want to see. Allocate specific sessions for any masterclasses – these fill to capacity and cannot be accessed without a booked slot.
Do not ignore the independents. The big pavilions (Rolex, Audemars Piguet, TAG Heuer) draw the longest queues and the most Instagram attention. But the watches that generate the most genuine collector conversation at DWW are consistently found at the independent and micro-brand stands, where you can actually handle pieces and speak with the makers directly. This access is available nowhere else.
Build the Seddiqi relationship in advance. The boutique’s allocation of DWW exclusives and limited editions goes to established clients first. If you are planning to buy at DWW 2027, start your Seddiqi relationship in 2026 – visit the boutique, service a watch there, and introduce yourself to the team. It pays dividends.
Stay on-site or within five minutes. The DWW atmosphere in the evening – outdoor brand activations, Burj Khalifa laser shows, industry dinners – is as much part of the experience as the brands themselves. The Dubai Mall area has accommodation across every price point; booking early is essential given the event’s scale.
Dubai Watch Week vs. Watches & Wonders: Which Should You Attend?
A question worth answering honestly for UAE collectors who might consider both events.
| Factor | Dubai Watch Week | Watches & Wonders Geneva |
| Entry | Free, registration required | Trade/media (industry days); tickets for public days |
| Public access | All 5 days | Last 3 days only |
| Brands | 90+ (2025 edition) | 60+ major maisons |
| Independent brand presence | Excellent – core part of the event | Limited |
| Exclusive/regional launches | Significant – brands hold back for DWW | Annual collection launches |
| Collector interaction | Exceptional – direct access to makers | Limited on industry days |
| Location | Dubai (November) | Geneva (April) |
| Next edition | November 2027 | April 2026 |
| Cost to attend | Flight + hotel only | Flight + expensive Geneva hotel + tickets |
Dubai Watch Week, alongside the biennial event format, is more collector-focused than Watches & Wonders Geneva, which is primarily geared towards retailers and media. For UAE-based collectors, DWW offers home ground advantage – no long-haul flights, familiar city, and the specific regional exclusives that brands create for this market.
For collectors who can only attend one global watch event in a year, the choice in 2026 is Watches & Wonders Geneva (April 2026, featuring the Rolex Oyster centenary). In 2027, it is Dubai Watch Week, without question.
Frequently Asked Questions
When is Dubai Watch Week 2026?
There is no Dubai Watch Week in 2026. DWW operates on a biennial schedule. The 7th edition took place in November 2025. The next edition, DWW 2027, is confirmed for November 2027 at Burj Park, Dubai Mall. Follow @dubaiwatchweek on Instagram for announcements.
What happened at Dubai Watch Week 2025?
DWW 2025 took place from 19–23 November 2025 at Burj Park, Dubai Mall. It was the largest edition in the event’s decade-long history – 90+ brands, 200,000 sq ft, and 49,000 visitors. Key launches included the TAG Heuer Monaco Split-Seconds Chronograph Air 1, Hublot’s Big Bang Seddiqi 75th Anniversary editions, Chopard’s L.U.C Grand Strike, the Roger Dubuis Sukoon Al-Layl, and Tudor’s Ranger Dune White.
Is Dubai Watch Week free to attend?
Yes – completely free and open to the public. Registration is required via the Dubai Watch Week website or app. All five days are open to general visitors, with some masterclasses and special events requiring advance booking due to limited capacity.
Where is Dubai Watch Week held?
Since 2025, Dubai Watch Week is held at Burj Park, the landscaped area adjacent to Dubai Mall and surrounding the Burj Khalifa. The venue covers approximately 200,000 sq ft and is set entirely outdoors with air-conditioned brand pavilions. Previous editions (2015–2023) were held in the Dubai International Financial Centre (DIFC).
Who runs Dubai Watch Week?
Dubai Watch Week was founded in 2015 by Ahmed Seddiqi & Sons – the UAE’s leading luxury watch retailer and the sole authorised dealer for Rolex, Patek Philippe, Audemars Piguet, and many other top maisons. The event’s CEO is Hind Seddiqi, who has driven the expansion from a small collector gathering to one of the world’s most significant watch events.
How many brands attend Dubai Watch Week?
The 2025 edition featured over 90 brands, up 48% from the 2023 edition’s 60+ brands. The first edition in 2015 had just 14 participating brands. The brand list spans everything from Rolex and Patek Philippe to micro-brands like Studio Underd0g and Beda’a.
What is the Horology Forum at Dubai Watch Week?
The Horology Forum is the intellectual centrepiece of DWW – a series of panel discussions, keynotes, and roundtables featuring industry CEOs, master watchmakers, veteran journalists, and collectors. At DWW 2025, the Horology Forum’s 11th edition included the keynote with Rolex CEO Jean-Frédéric Dufour and a CEO roundtable with the heads of Breitling, Audemars Piguet, Chopard, and Hublot. All panels from DWW 2025 are available to watch on the Dubai Watch Week YouTube channel.
Are there exclusive watches at Dubai Watch Week that you can only buy in Dubai?
Yes – and increasingly so. Brands specifically hold launches and region-exclusive releases for DWW. At DWW 2025, examples included the Bremont Terra Nova Jumping Hour Aventurine (11 pieces, exclusive to Ahmed Seddiqi boutiques) and Hublot’s Big Bang Seddiqi 75th Anniversary editions. The Seddiqi relationship is important for accessing these pieces.
