Dubai Watch Week
Dubai Watch Week 2025: An In-Depth Recap Through the Eyes of Gen X and Gen Z
With the fifth edition of Dubai Watch Week officially in the record books, today, we take a look at how this year’s show was experienced across the generational divide.
By Barbara Palumbo
Contributor
For my fifth time attending Dubai Watch Week in the city of its namesake, I opted to invite my nineteen-year-old son, Roman – a budding watch enthusiast – along for the journey.
Today, we will each document our personal takes and experiences from the event, and compare notes from our respective generations, X (moi) and Z (lui).
Travel and Accommodations
Gen X: Since Emirates does not fly out of Atlanta, this time, it was Delta on the leg to London, then Virgin Airlines from LHR to DXB, and frankly, I could not have been happier.
The thirteen-hour layover in London was a perfect way to break up the long journey to the Middle East. Roman had not visited London, so after landing in the morning, we spent a solid seven hours exploring and visiting the watch boutiques in Harrods department store, on Bond Street, and in the surrounding area.
Once we arrived in Dubai, we were met by a Marhaba concierge who quickly escorted us through security and customs, then to our car. As it was morning, I planned to check us into our hotel and head out to show Roman what Dubai was all about.
As usual, our hotel, the Waldorf Astoria DIFC, was more than accommodating, and I was greeted in my room by the most beautiful, and ENORMOUS chocolate replica of the Peacock Alley Clock (over the next six days, the boy and I ate nearly the entirety of it, btw). Plus, we received various treats and goodies from the DWW team.
Gen Z: When my mom asked if I wanted to go to Dubai Watch Week with her this year, it was a no-brainer. I love to travel and have been wearing watches since I was ten. Mind you, I didn’t get my own pair of pajamas for the flight, nor was I offered a Missoni mattress, like my mom, but I was happy taking what I could get. Besides, the nearly thirteen-hour layover in London allowed me to catch a few famous landmarks and attempt a legal libation.
After that, it was onward to the UAE. Once in the car and on the freeway, I could see the Dubai skyline in the distance. And by “skyline,” I mean, “THAT’S THE BURJ KHALIFA!” It’s hard to describe just how surreal it looks in person… It’s crazy.
And the craziness kept on going after we checked into our amazing room, which overlooked The Gate, and ate a piece of a giant chocolate clock.
The Grounds
Gen X: For the first time since its inaugural event in 2015, Dubai Watch Week was held at a 200,000 square foot venue at Burj Park in the shadow of the tallest building in the world, the Burj Khalifa.
Before the fair opened, Roman and I took the elevator to the top (though not the tippy top, since the price to reach the 154th floor was a bit out of our budget) to see the entire venue from above. This view gave me a better idea of just how different previous editions have been, size-wise, in comparison to the 2025 event (for instance, the 2023 edition, held at The Gate in the DIFC, was just over 100,000 square feet)
From 125 floors up, one could see the sheer magnitude of brand booths, which included Rolex, Bulgari, Audemars Piguet, Van Cleef & Arpels, and Breitling, to name a few. And just one day later, when the fair officially opened to the media, public, and collectors alike, the enormity of the event was made even more apparent.
Gen Z: Okay, this place was nuts, but in a good way. Some of these booths were bigger than my house. Fortunately, seeing it all from so high up gave me some perspective because the venue was sensory overload on the ground. Then, every time I thought I couldn’t be more surprised, I’d look up and be in awe at the sheer size of the Burj Khalifa.
That happened to me so many times over the six days we were there. I’d almost forgotten about it, and BOOM, there it was, looking like CGI. But it wasn’t; it was very real, and I was very much there.
The Watches
Gen X: Roman joined me for most of day one, and we started with a trip through the brand exhibition. This year, over 90 brands displayed their latest and greatest, up from approximately 68 brands in 2023 and WAY up from the first Dubai Watch Week’s 14 participating brands, which was held in various art galleries around the city’s financial center in 2015.
Back then, the focus was largely on independent brands, such as H. Moser & Cie, MB&F, Greubel Forsey, and Laurent Ferrier, among others. And while this edition still saw many of those same names on display, there was also an emphasis on big-name players (such as Chopard, Bulgari, TAG Heuer, etc.) as much as there was a space for microbrands (such as Atelier Wen, Kurono Tokyo, and Beda’a).
Studio Underd0g’s space, for example, was a particularly eye-catching standout as it offered visitors a “create your own watch” virtual experience. Meanwhile, the event’s Collector’s Lounge showcased all the watches made in collaboration with Ahmed Seddiqi specifically for Dubai Watch Week.
And as if the watches on display in multi-story booths and inside the brand exhibition weren’t earth-shattering enough, there were also the watches being worn on the wrists of those in attendance, many of which were unattainable for the vast majority of everyday enthusiasts. Fortunately, the collectors in attendance were more than happy to let you try on or take pictures of their most prized horological possessions.
Gen Z: I think one of the first questions I asked my mom when it was decided that I’d join her in Dubai was, “Am I going to meet Max?” Max Büsser is a legend in my house (my sister and I have a collection of MB&F toys and puzzles from my mom’s visits to Basel and Geneva over the years).
Needless to say, I was looking forward to meeting him in person and telling him that his mantra, “a creative adult is a child who survived,” had stuck with me ever since I first heard it. And that’s exactly what I got to do when Max came over to us while we were at the MB&F booth, looked at me and said, “Finally, we meet!”
The Talks
Gen X: After beautifully warm opening remarks by Hind Seddiqi, CEO of Dubai Watch Week, and a quick welcome by the CEO of Ahmed Seddiqi, Mohammed Seddiqi, the Horology Forum kicked off its panel discussions with two icons of the watch industry: Chairman of Seddiqi Holding, Hamied Seddiqi, and CEO of Rolex, Jean-Frédéric Dufour.
Their discussion, “The Time to Act is Now: A Note to the Watch Industry,” was moderated by industry personality Wei Koh. In addition to the heartwarming stories about how both gentlemen found their way into the wacky world of watches, one of the takeaways from Mr. Dufour’s remarks was how the watch industry needs to be more welcoming to the next generation and to take them seriously. My son and I couldn’t help but share a smile at these particular comments.
Of course, there were many other packed panel discussions. Some stand-outs included “When Labubu Beats the Birkin: Luxury in the Age of Hype,” “Beyond the Founder: Who Keeps the Brand Beating,” and “I Don’t Like Watches: Gérald Genta, The Unintended Revolutionary,” which was more of a fireside style chat between Nicholas Foulkes and Alexia Genta.
The panel discussions were all streamed live and can be viewed on the Dubai Watch Week YouTube channel.
Gen Z: It was packed! On the way to our seats, my mom must have introduced me to no fewer than 40 people, with about 35 of them telling me they’ve watched me grow up via social media, which, given I had just met them, was a little crazy to wrap my head around.
The opening panel was interesting. As someone still new to this community, it definitely spoke to me, not just as it pertains to watches, but also to my generation. We want to be welcome, to be a part of something bigger. It was nice to hear the CEO of Rolex say that. And it was even nicer of him to make time to speak with me after the panel and let me get a picture with him.
The Masterclasses, The Food, The People
Gen X: One of the best things about Dubai Watch Week, and one of the things most other fairs don’t do, is the education, specifically the masterclasses on a variety of watchmaking techniques, many of which were artistic. This year, there were classes on marquetry, mosaic creation, métiers d’art, watch winders, lume painting, and the art of hand engraving, to name a few standouts. Unsurprisingly, every masterclass was packed with eager attendees.
In terms of food options, there were PLENTY! On the grounds, the place to be and be seen was the Italian pop-up restaurant, Nara in the City, which is where one could run into the likes of Patek Philippe CEO Thierry Stern, François-Paul Journe, Philippe Dufour, Kari Voutilainen, and Jean-Claude Biver. Other options on the DWW grounds included but were not limited to She Burger, Asma, Kokoro, and an Oris x M’OISHI coffee/ice cream pop-up.
As far as the people, well, what can I say? The Emirati people, particularly the many friends I’ve made over the last eight years, are some of the kindest, warmest, and most welcoming people on the planet, and that includes the entirety of the Seddiqi family. Thus, a mix of worldwide media members, notable collectors, brand CEOs, inimitable watchmakers, newbies, younger kids, DJs, acrobats, comedians, celebrities, and royalty (yes, Sheikh Mohammed bin Rashid Al Maktoum, himself) were in attendance.
Gen Z: Everything about this whole amazing experience was eye-opening. I met so many people I’d only heard about through my mother’s articles and stories over the last ten years. I met people from every part of the world. I learned a lot from them and from the event.
Special shout-out to my new buddies, James and Sultan; we made an unlikely trio, but it was really great getting to hang out with you both. Also, big thanks to Perry from the Wrist Check Pod for letting me shadow him and his team.
I won’t soon forget my time in Dubai. Thank you to everyone who welcomed me; thank you to Hind; and thank you to my mom and dad for helping me get there.
In Summary (by only the Gen X-er)
Dubai Watch Week wasn’t just a game-changer; it created a new game altogether. But this is a game where there isn’t a restriction on how many players can play because everyone is welcome to have their turn, and it’s guaranteed to be a fun time while also being a learning experience.
I can’t imagine how on earth the organizers will top this experience two years from now… but I can’t wait to find out.
