Dubai has emerged as one of the top cities shaping the global luxury watch market, according to Patrick Pruniaux, CEO of Swiss heritage brands Ulysse Nardin and Girard-Perregaux. In an exclusive interview during Dubai Watch Week, Pruniaux emphasized the city’s critical role in driving trends and fueling demand for high-end timepieces across the Middle East.
Dubai’s Unique Influence on Watch Enthusiasts
Pruniaux described Dubai as one of the only 10 cities worldwide that significantly influences luxury watch tastes. He noted that Dubai’s consumers are not only numerous but also highly educated and eager to engage with the emotional aspects of watchmaking. Unlike other regions where purchases may be more calculated, Dubai buyers are often quick to act when they connect with a product.
“The people here are open-minded, curious, and want to discover something new,” Pruniaux explained. “Their decision-making process is fast — they feel it’s right, and they just go for it,” he added, contrasting the city’s approach to other markets where buying decisions take much longer.
The UAE’s Growing Luxury Watch Market
The UAE’s luxury watch market, valued at $390 million in 2024, is projected to grow to nearly $579 million by 2033, reflecting the strong demand in the region. Dubai’s position as a shopping and luxury hub, alongside an increase in per capita disposable income, is driving this expansion. The city welcomed over 18.7 million tourists in 2024, many of whom are luxury shoppers, contributing to the global appetite for exclusive timepieces.
Exclusivity Over Mass Expansion: The Ulysse Nardin and Girard-Perregaux Approach
Both Ulysse Nardin and Girard-Perregaux target buyers who are already watch enthusiasts rather than first-time purchasers. Pruniaux explained that the brands focus on delivering high-complication watches that offer a blend of technical sophistication and emotional connection. “We’re not mass luxury,” he said, emphasizing that their products are designed for those on a watch-collecting journey, not for casual buyers.
Dubai’s Role in the Long-Term Success of Luxury Watch Brands
Despite broader market fluctuations, Pruniaux is optimistic about the future of luxury watches in the Middle East, particularly Dubai. He believes the region’s demand for quality and exclusivity will continue to grow. “Dubai and the Middle East will play a significant role in shaping the luxury watch industry for decades to come,” he concluded.
