Could you guess what our top picks are?
- She’s a dyed-in-the-wool disrupter.
As the co-founder of luxury horological consultancy Ashfields as well as fine watchmaking gallery Perpétuel – situated in Dubai’s DIFC – Melika’s intension for these twin businesses was to cause a stir within the watch community: “When I co-founded Ashfields and Perpétuel, it was not only a personal challenge but an opportunity to disrupt a very traditional industry by creating one of the most sought-after portfolios of independent watch brands and world-first collaborations with iconic watchmakers,” she says. “It makes me proud to see other entrepreneurs out there creating client-centric destinations and collaborating with watch brands, which is a niche that was created by Perpétuel in 2020.”
- After almost 12 years working for Ahmed Seddiqi and Sons, as well as being one of the names behind the creation of Dubai Watch Week, she knows a thing or two about niche brands.
As the driving force behind the ultra-exclusive nature of Perpétuel’s timepieces, Melika selected in-the-know brands such as Hoffman, Krayon and Atelier de Chronométrie to collaborate with. Plus, any Derek Pratt watch produced over the period of five years that began in 2021 will be exclusively sold at Perpétuel – Melika secured the exclusive rights of sale for this Luca Soprana-resurrected brand name for half a decade. Quite the coup.
- Her favourite timepieces are a pair of Pateks
Citing her vintage stainless steel Patek Philippe Nautilus and her Aquanaut as her most meaningful watches, Melika shows her sentimental side – they were her first ever Pateks, and remain her favourites. But she’s just as likely to be spotted with a cult Krayon Anywhere or a Singer Reimagined Flytrack on her wrist.
