Ahmed Seddiqi & Sons’ New Dedicated Rolex CPO Boutique Has a Collection Fit for an Auction House
Ahmed Seddiqi & Sons has taken Rolex’s Certified Pre-Owned program to a new level. Far from a standard retail offering, it is not an exaggeration to say this venture rivals the catalogs of elite auction houses.
By Ash Longet
PR & Business Development
In the world of watch retail, few moves can rival the daring sophistication of Ahmed Seddiqi & Sons’ new Rolex Certified Pre-Owned (CPO) boutique located in Wafi City, one of Dubai’s first luxury malls to offer the unusual mix of retail, leisure, fine dining, and entertainment.
However, this new boutique is not merely a retail initiative. Allow us to explain.
A New Benchmark for the Pre-Owned Market
The Rolex Certified Pre-Owned program has been gaining worldwide traction, with over 80 authorized dealers offering certified pre-owned timepieces, since it was launched in 2022 by Bucherer, promising to set new standards in the secondary market.
Now, barely two years since it began, Ahmed Seddiqi & Sons, a long-standing Rolex partner, has taken Rolex’s initiative to a new level by dedicating an entire boutique to these certified treasures.
The 290-square-foot salon, officially opening on Friday, November 29th, offers an intimate yet opulent retail experience where every piece has been authenticated, serviced, and returned to showroom condition first by Rolex-certified watchmakers at Seddiqi, then sent to Rolex HQ in Switzerland for the certification, and finally returned to Dubai with a two-year international warranty.
Opting not to leverage the world’s largest Rolex boutique in Dubai Mall and instead spotlighting one of the city’s oldest luxury hubs, Wafi City, is a bold and unexpected move. It’s a statement that reflects Seddiqi’s knack for blending heritage with its modern success.
Proven Provenance
Such an initiative is not merely about selling watches but about fostering trust as well. “In the region, we have witnessed a changing paradigm in purchasing philosophy of preloved timepieces, and we are sure the interest will be growing thanks to trustful stakeholders as well,” Mohammed Abdulmagied Seddiqi, recently appointed as the new CEO of the Seddiqi Group, told Watchonista during a recent interview.
Consequently, every Rolex in the Seddiqi CPO collection carries a certified pre-owned seal and a guarantee card that attests to its authenticity and performance, bridging the gap between the secondary market and brand-new pieces.
In the Middle East and North Africa (MENA) region, the pre-owned market has long faced skepticism, and for good reason, with many buyers having been put off the idea due to a history of inaccurate provenances, incomplete ownership histories, and improper servicing. Thus, by fully committing to the Rolex Certified Pre-Owned program, Seddiqi is poised to bring a new level of credibility, and therefore trust, to the vintage watch scene in the MENA region, giving it the boost it needs to thrive.
Seddiqi reportedly invested a massive $500,000+ to service its outstanding collection, which consists of approximately 120 references that will be available beginning this Friday. Moreover, to ensure there is something for every discerning collector in the future, another 200 timepieces are waiting in the wings as their CPO certification is finalized.
La Crème de la Crème
After visiting the boutique before its opening and seeing many of its references for ourselves, we cannot stress enough how unparalleled this collection truly is.
“We tried to think out of the box and not focus only on professional models,” explained Mohammed Abdulmagied. “We hunted down extraordinary pieces with exceptional dials and gem-setting, looking for something we don’t normally see being instantly available, whether through us as retailers or secondary market actors.”
The results, presented by the two cousins in charge (CEO Mohammed Abdulmagied and Seddiqi Group Senior Finance Director Mohammed Abdul Hamied), are quite simply mind-blowing.
From elusive Daytona 16520 models with Zenith El Primero movements – including the ultra-rare black Patrizzi dial with the outer rings of the registers in an attractive beige color – to Day-Date references featuring exotic dials, like semi-openworked “Golden Embroidery” dials, and exceptionally rare dial materials, like Jurassic fossil, Rubellite, Chrysoprase, and natural lavender-colored jade, to name a few.
The collection also includes uber-rare models like the 16599 and 16589 with diamond pavé dials and bezels adorned with precious stones, unique Series 2 or 3 Stella Rolexes produced in the 1970s and ‘80s with their signature lacquered dials in vibrant colors, and a Rolex Ladies President watch with a pink coral dial and exclusive fabric diamond setting. And these are just a few highlights!
Finally, while the Seddiqi Group may be focusing on the brick-and-mortar approach at the moment, a dedicated website for online purchases of Rolex CPO in the UAE is already in the pipeline. Enjoy the gallery!
(Front image by Ash Longet)