Dubai Watch Week 2019 – The Oasis of Passion

There is no official commercial interest at Dubai Watch Week. Being already at its 4th edition, the biannual watch fair is first meant to increase passion and culture towards horology. The event is being financed by the Seddiqi family, the most important watches retailer in the Emirates, and people have free access to everything a watch should stand for, from important brands and unique models to seminars and workshops held by the industry‘s most important actors. Practically you come, touch and feel the watches, meet the watchmakers and at no point there is the pressure that you have to buy watches.
For the 2019 edition, the concept went even higher, to a point where all the participants, especially those coming from the Swiss watch industry, dared to name Dubai Watch Week as the most successful concept of its kind in the world, at this moment. As historical milestones, the event received an upgrade in numbers – exhibitors, visitors, surface – and unique presences like Rolex coming with a unique booth and a historical exposition. Chopard was also in Dubai with a dedicated booth focused on the new Alpine Eagle collection while Christie‘s offered participants the chance to better understand the philosophy behind one of the world‘s most famous auction houses.
While around the fair, I am having the opportunity to talk to Manuel Emsch, an experienced specialist from the Swiss Watch industry, ex CEO of famous brands like Jaquet Droz and RJ Watches. “It is an interesting period and it is good to have initiatives like Dubai Watch Week. We need to bring watches closer to the customer. And it is not just about business. We are doing a mix of artisan-ship, of art, of creation. The watch is something anacronym because no one needs a watch. So, the only reason to buy a watch, aside from showing financial level, is the idea of emotion, of a handmade object. I am a strong believer of this happens because the more the society gets robotized, the more people will turn to objects that are truly and honestly made by hand.” Even if at Baselworld, everyone is focusing only on prices and units sold, In Dubai there is a romantic spirit floating above the relaxed atmosphere. It feels like the perfect place to enjoy watches as inspiration and relaxation and not as money investment in order to have access to the select world of luxury. “I strongly believe there is still space for interesting, innovative and creative watch making but you got to take more risks. You got to dare to be different. And if you look there are a few little ones who succeed very well because they have a very unique and a very particular approach to watchmaking. Watches are a small industry. I tend to say it is a mass artisanship. Because 25 billion is not much compare with other industries. Today the watch industry is a small ecosystem. And the ecosystem needs to be very careful to maintain its balance.” Balance is maybe the best word describing the level reached by Dubai Watch Week in 2019. It feels like the perfect combination between romance and reality in the horological world. And for sure it encourages a more direct connection between the industry‘s decision makers and the final customers, compared to any other similar event in the world.

by Constantin Bacheș, Dubai, UAE