Chatting to Parmigiani Fleurier’s CEO Guido Terreni earlier this year, he was just one of many watchmaking bigwigs to express his excitement at the prospect of 2025’s Dubai Watch Week. It’s not for nothing that it’s referred to as the watch industry’s favourite event, with a truly original atmosphere of conviviality making it a moment for all the strata of horology’s ecosystem to coexist in perfect harmony, from maker to media to client.
“Dubai Watch Week is a unique platform where connoisseurs and collectors come together, and we are proud to participate for the first time this year thanks to our new partnership with Seddiqi,” said Guido during a more recent catch-up. “It’s an exciting moment for us to share our philosophy with sophisticated Middle Eastern clients, at what has become a true global landmark on the haute horology calendar. For Parmigiani Fleurier, such encounters aren’t only about unveiling watches but about sharing our vision of private luxury: timepieces that are refined, rare, meaningful and created for those who appreciate discretion and individuality. Visitors can discover our iconic Tonda PF and Toric collections, and experience the artisanal excellence and mechanical ingenuity that lie at the heart of the Maison.”
But it’s not just philosophy that Parmigiani Fleurier will be sharing at Dubai Watch Week — far from it. In fact, as one of the many brands to be producing a watch exclusively for this event, PF is joining the growing number of Maisons recognising the value of marking this moment with something truly significant. So who are the brands to watch, and what will they be displaying at their booths? Some of the biggest names coming to Dubai Watch Week — the Hublots and Roger Dubuises of this world, for example — remained tight-lipped and refused to be drawn on their novelties before the week’s commencement. But a few could be coaxed… And what they had to say was a testament to the creativity that Dubai Watch Week provokes.
Louis Moinet is set to drop a love-it-or-hate-it (and we love it!) stunner with the Impulsion Titanium Green, a DWW-only creation that feels like someone spliced a vintage racing chronograph with a cosmic artefact. Beneath its vivid green and red accents, the exposed mechanics reveal a manual calibre boasting a 96-hour reserve and an off-centre flying tourbillon. Smoked sapphire counters, a carbon fibre mainplate and that multi-finished 42.5mm titanium case dial up the depth — a mechanical peacock built to be admired.
As energetic as ever, Norqain plans to go full extraterrestrial with the Wild ONE Meteorite Special Edition. An interstellar sliver forms the dial, giving this already boundary-pushing model a cosmic fingerprint. The young indie disruptor continues its mission: sustainability, independence and pure mechanical adrenaline.
“The iron meteorite dial taps into something wonderfully primal,” said Ben Küffer, founder and CEO of Norqain, ahead of the event. “We’re dealing with a source material that travelled from a distant part of our solar system, got through our atmosphere, discovered in northern Sweden and ultimately found its way into a unique Norqain watch. Everyone who looks at the Wild ONE Meteorite Special Edition reacts with amazement. It’s hard to take your eyes off it. We like it when our watches tell stories and this one, which started millions of years ago, is truly remarkable!”
Speaking of telling stories, Van Cleef & Arpels is landing at Dubai Watch Week in typically whimsical style with its Poetry of Time exhibition taking centre stage. And its most breathtaking new launch? Not a watch at all, but one of the Maison’s renowned automata, the enchanting Brassée de Lavande Automaton. This creation unfolds like a miniature fairytale of nature, capturing the Maison’s essence through a playful tableau of flora and fauna. Delicate rose gold vines, lacquered to a soft lustre, entwine into a sculptural canopy that hides a tantalising surprise beneath. With the lightest touch, the lavender-hued bloom softly unfurls, as though coaxed open by a passing breeze, revealing a butterfly that takes flight in a mesmerising pirouette of colour and motion. Perched nearby, two gleaming white gold snails rest on rose-tinted branches, quietly marking the passage of the hours. Upon activating the automaton, the scene comes alive not only visually, but sonically — a gentle melody chimes in harmony with the choreography, amplifying the sense of magic. It’s a moment of horological theatre: an ode to craftsmanship, imagination and the sheer delight of being transported into a world of wonder. And it’s sure to be a highlight of Dubai Watch Week’s many novelties.
A number of brands are using Dubai Watch Week’s milestone year — 2025 marks its seventh edition and its 10th year, as well as a significant change of location — to celebrate their own historic achievements. Case in point? Girard-Perregaux commemorates the Laureato’s 50th anniversary with a fusion fans have long fantasised about: the Laureato Three Gold Bridges.
Limited to just 50 pieces, this 41mm showpiece unites the Maison’s two most powerful design codes — the architectural Three Bridges of 1867 and the 1975 integrated-bracelet Laureato — into a single contemporary statement. The new GP9620 calibre, signed by the master watchmaker who assembles it, brings the brand’s historic movement architecture to the dial side: three openworked white gold bridges aligned along a central axis, framing a titanium tourbillon and platinum micro-rotor in full view. With 418 hand-polished bevels (362 of them inward), luminous floating indexes and a refined steel-and-white-gold case, this is horological sculpture designed to catch and carve light. The result? A razor-sharp convergence of heritage and modernity and proof that 2025’s Dubai Watch Week launches aren’t anything to be sniffed at.
Which brings us back to Guido Terreni’s ongoing hit after exquisite hit at Parmigiani Fleurier. What does he have for us at Dubai Watch Week? Something very special, that has us absolutely ticked pink. Michel Parmigiani’s most poetic expression of ‘private luxury’ returns with a new twist: the Tonda PF Minute Rattrapante Arctic Rose. First unveiled in 2023 as a world premiere complication, the Minute Rattrapante wasn’t built for competition timing, but for something far more human — the power to add snippets of time to life’s moments on demand. Its genius lies in the simplicity of its execution: twin minute hands hidden atop one another until activated, with pushers at eight and 10 o’clock granting five or one-minute extensions and the crown resetting the hands when time’s up. A kind of high-end snooze button intended to help us capture the joy of the most precious twinklings of the eye. For 2025, the model is bathed in a luminous Arctic Rose guilloché dial, a quietly subversive shade that’s returning to its association with masculine elegance, framed by the stealth-luxury platinum-knurled bezel that only insiders recognise. Inside beats the ultra-slim PF052 calibre with rose gold micro-rotor. This is time not measured, but mastered — a complication for those who choose to live in harmony with Kairos, not Chronos.
In an industry where secrecy is currency and anticipation the ultimate thrill, Dubai Watch Week once again proves why Maisons covet this stage above all others. As the veils lift and the once-classified marvels begin to surface, what’s clear is this isn’t merely an exhibition of new references, but a celebration of creativity unbound. From cosmic dials forged in stardust to tourbillons that perform like mechanical theatre, and poetic automata that blur the line between art and horology, the week promises revelations that remind us why this craft still has the power to astonish. And for those fortunate enough to witness these unveilings in Dubai, the secrets shared won’t just reset wishlists… They’ll shift the perception of time, once more.
Dubai Watch Week is a unique platform where connoisseurs and collectors come together, and we are proud to participate for the first time this year thanks to our new partnership with Seddiqi.
Guido Terreni
—CEO of Parmigiani Fleurier
The Word is Out
Not every brand is bringing out a new watch just for Dubai Watch Week… But they’re all worth sneaking a peek at. Here are some of the more than 90 Maisons taking part at this record-breaking edition of Dubai Watch Week
Rolex, Audemars Piguet, Tudor, Van Cleef & Arpels, Hublot, Chopard, Ferdinand Berthoud, Breitling, Girard- Perregaux, Bvlgari, TAG Heuer, Chanel, Gerald Charles, A. Lange & Söhne, Angelus, Arnold & Son, Armin Strom, ArtyA, Artime, Atelier Wen, Beda’a, Bell & Ross, Behrens, Biver, Bovet, Bremont, Chronoswiss, Cyrus Watches Genève, Czapek & Cie, David Candeaux, De Bethune, DOXA, Duke, Favre Leuba, F.P. Journe, Frederique Constant, Genus, Greubel Forsey, H. Moser & Cie., Hautlence, Haute-Rive Watches, Hermle Drehteile und Uhren, HYT, ID Genève, Jacob & Co., Jean Rousseau, Kollokium, Konstantin Chaykin, Kross Studio, Kudoke, Kurono Tokyo, L’Epee, La Fabrique du Temps Louis Vuitton, La Vallée, Laurent Ferrier, Louis Erard, Louis Moinet, Ludovic Ballouard, MEC Watches, Miki Eleta, MB&F, Ming, Moritz Grossmann, Nivada Grenchen, NOMOS Glashütte, Norqain, Oris, Parmigiani Fleurier, Perrelet, Raketa, Raul Tena, Ressence, Rexhep Rexhepi, Roger Dubuis, Roger W Smith, Rudis Sylvia, Schwarz Etienne, Singer Reimagined, Speake Marin, Studio Underd0g, Trilobe, Tutima, Ulysse Nardin, Urwerk, Vanguart, Velini Watches, Voutilainen, Vyntage Horology and more…
Book me in
What do you mean, you haven’t finalised your schedule yet? Here’s the top Dubai Watch Week events you won’t want to miss.
Start the week right
Opening Keynote: Signals & Strategy
A rare moment when industry heavyweights take centre stage — Rolex CEO Jean‑Frédéric Dufour joins Abdul Hamied Seddiqi for a conversation titled The Time to Act Is Now. With Dufour seldom speaking publicly at such events, this is your inside passage to watch industry direction.
The Power Clique
Chief Executives Roundtable: The Power of Leadership
Four of the most influential CEOs — Breitling’s Georges Kern, Ilaria Resta of Audemars Piguet, Chopard chief Karl‑Friedrich Scheufele and Hublot’s recent addition Julien Tornare — will guide an unfiltered roundtable on brand vision, legacy and independent spirit. Learn how the icons stay relevant in a shape-shifting luxury terrain.
Touching moments
Masterclasses & Creative Hub: Get Hands-On
Beyond the watches, the craft is front and centre. Think lacquer painting, dial marquetry, lume technique and micro-mechanical displays, all tucked into the Creative Hub and Masterclass zones where you can watch the artisans at work, and maybe even try for yourself. Spoiler: It’s never as easy as it looks.
Novelty factor
Brand Showcase & Launches: Watch world Exclusives
It’s the stuff we’re all talking about. Set within a 200,000 square foot venue and featuring more than 90 brands, this edition of Dubai Watch Week is the widest lineup yet. Expect highly exclusive timepieces — often premiered here — making the booths their own stage. Perfect for spotting the next ‘must-have’ before anyone else.
Connecting the dots
Culture & Community: Beyond Timekeeping
Dubai Watch Week isn’t just a watch show, it’s part symposium, part collector party and part cultural exchange. With programmes exploring the evolution of luxury, regional collecting sentiments and the future of craft, you’ll leave with more than wrist-shots. You’ll leave as part of the family.
