Happenings: Your Attendees Guide To Dubai Watch Week 2025

This year’s Dubai Watch Week will be the biggest yet, not just as a celebration of watch collecting in the Middle East but also as a 75th Anniversary celebration for Ahmed Seddiqi, the retailer behind the event. As further evidence, I’ve been hearing from many friends who are visiting for the first time and have had questions about what to expect, do, and see while in Dubai. Our Dispatch from two years ago is a good guide for what to expect, but the venue and format have changed slightly. The event has been relocated from the DIFC to Burj Park, situated directly under the world’s tallest building. I learned a lot and would have done things differently after the last event (I thought I didn’t take enough advantage of everything on offer), so I thought I could offer a few tips for first-time attendees.

First things first, the event is free and open to the public; however, you still need to register and obtain a ticket to gain entry. You can download the Dubai Watch Week app for iOS or Android and have your ticket ready to access the main event. On the app, you can also organize your schedule and stay up-to-date on other events at DWW. Another good tip is that there is food on site. Not only was it delicious and offered a good variety of cuisines, but it was also reasonably priced. Now that you’ve got that out of the way, here’s my rundown.

Check Out Exhibitions

While we haven’t gotten a sneak peek of the Dubai Watch Week venue yet, construction is well underway. If the last DWW was any indication, the construction of the individual booths (albeit temporary) should allow for some impressive exhibitions from various brands. For example, last time Audemars Piguet had the full rainbow set of 50th Anniversary 41mm Royal Oaks in white gold (belonging to a friend who lent them out for the exhibition), which served as a backdrop to an exhibition of their craftsmanship. They even had a few rare museum pieces that were out of the case, handled by watchmakers who were showing the complications.

The atmosphere is generally very casual, so you don’t need to do extensive planning to visit the booths. Some of the exhibitions (like AP’s last time) may have a line, so it’s best to set aside some time and decide who you want to visit and when. Other exhibitions featured interactive games, a racing simulator, and more. You may also want to reach out to any local sales associates or brand representatives you know to see if they are aware of any special activations or appointments you should schedule to view any new watches. If you’re interested in activities, a few masterclasses are available, but many are already full.

Attend Talks – They’re More Than Worth The Time

One of the best hours I’ve spent with watches in recent years was listening to Stephen McDonnell, who is responsible for MB&F’s LM Sequential and LM Perpetual movements, among other notable achievements. The talk was so astoundingly good that James wrote a whole article about it. If it weren’t for Dubai Watch Week, I never would have known how such an extraordinary mind works.

There are plenty of great talks on tap this year at DWW’s Horology Forum and Creative Hub. In fact, our own Andy Hoffman will be hosting a round table of heavy-hitting CEOs, including Georges Kern of Breitling, Ilaria Resta of Audemars Piguet, and more. At the Creative Hub, you’ll find everything from an AP discussion on collaboration and a discussion on the Louis Vuitton Watch Prize to the premiere of Wei Koh’s new TV show “Man of the Hour.”

You can RSVP to add them to your calendar, but please note that all talks are available on a first-come, first-served basis. I attended some of these talks early last time to ensure I had a seat. One note, there is a discussion with Rolex CEO Jean-Frederic Dufour and Abdul Hameid Seddiqi that is now completely full and not open unless you were previously RSVP’d. My hope is that the video of the discussion will be shared later (as all talks were last time). I can’t remember the last time a Rolex CEO sat for an interview at a forum.

Party The Night Away With Your Favorite Brands

Dubai is a place that truly comes alive at night. There are not many places in the world where you can go golfing at 11 pm and still see every shot you take (not that it would help me much). Each night, numerous events took place, with one of the 90-plus brands hosting a soiree of some kind.

While most, if not all, of the parties are invite-only, there are ways you could maybe get on the list. If you’re going to Dubai, you’re probably in the “scene” enough to know a few folks. First, before you arrive in Dubai, you can reach out to anyone you know personally at the brands or contact a sales associate at your retailer and ask if they are aware of any events happening. Otherwise, make your way to the booths, get to know someone there, show your true appreciation for the brand, and cross your fingers.

Shop, Especially for Watches (Vintage and New)

If you want to go shopping, Dubai is one of the best places to do so, especially when it comes to watches. Due to the massive watch culture (both historic and modern), largely built on the power of the Seddiqis as one of the world’s largest and most powerful retailers, many of the rarest models end up in Dubai. That means a lot of the rarest models are also sold on the secondary market in Dubai.

First things first, you should obviously check out the Ahmed Seddiqi stores for all the modern offerings. That said, the rarest items will likely be quite challenging to obtain, just as they are at any retailer. However, last year, the retailer also opened a massive Rolex CPO offering, and, of course, it featured some incredible and rare watches. Several limited-edition pieces are generally released through Ahmed Seddiqi, and some will be retailed directly by the brand. After the last DWW, I regretted not buying the Ming 37.08, which featured a “sand dune” dial and was quite creative. That didn’t sell out immediately, so there’s a chance to get a few cool modern watches.

On the vintage side, the scene in Dubai seems to be growing fast. Heading into last Dubai Watch Week, friends told me that the vintage market wasn’t nearly as strong as the modern one and wasn’t as strong as in other parts of the world. Emiratis often like the newest and best. However, there are signs that this is changing. I stopped by a party at Momentum Dubai, hosted by my friend Tariq Malik, who is truly knowledgeable about vintage watches. I’d also check out Collectors Gallery, which is in partnership with Amsterdam Vintage Watches. The staff there have discovered some truly remarkable pieces, and it appears that both retailers are contributing to a shift in the market in the UAE.

Get Out and See The City (and Beyond)

During the last Dubai Watch Week, I was able to break away with some friends and explore some of the city. Hind Seddiqi (Director of DWW) told me that external activations were core to the event. The goal is to attract a broad audience to Dubai and appreciate everything it has to offer, not just the event itself. While there are parties outside the venue, you also can make your own adventures.

There are plenty of sights to see, including the Burj Khalifa (which towers over the event venue). The obvious options include the Dubai Museum of the Future or visiting attractions like The Palm. There’s also the world’s deepest diving pool; at 60m deep, it’s well within the range of your dive watch, but where else are you going to play pool or see a Bentley underwater? You can also escape the city—I went out to the desert for two press events (and I would highly recommend the Bab al-Shams resort if you want a few days to relax outside the city, or Nara if you prefer something that feels like a luxury camp in the desert). But I really enjoyed venturing to places less traveled by tourists.

One of my favorite nights was when my friend and long-time watch dealer Jeff Harris took me to the Gold Souk in Dubai’s commercial district of Deira. There, you’ll see some of the most ornate jewelry, much of which is made for cultural use, and a large number of watch dealers as well. While it’s a bit less polished (kind of like a Dubai version of 47th Street in New York), there’s a lot to be discovered. If you’ve ever wondered what happens to those “one of ten” limited pieces from Richard Mille, AP, or others, they may very well be sitting in the souk. You’ll also see people rolling suitcases loaded with gold or carrying dozens of stacks of dollars in and out after doing transactions. No one bats an eye, a sign of Dubai’s harsh punishments for crime. It’s a tourist attraction, sure, but one worth visiting.

For more on Dubai Watch Week visit their website.