Swiss Haute Horlogerie manufacturer Audemars Piguet is delighted to attend Dubai Watch Week, held from 19 to 23 November, as part of its global 150th anniversary celebrations. On this occasion, the brand presents the House of Wonders – an immersive exhibition inviting visitors to explore the heritage, craftsmanship and collaborative spirit that have shaped Audemars Piguet since 1875. Now in its seventh edition, Dubai Watch Week continues to serve as a valuable platform for exchange, innovation and community within the watch industry. Audemars Piguet’s presence reflects its longstanding relationship with the Seddiqi family – founders and organisers of the event – who also celebrate a milestone anniversary this year. Throughout the week, the Manufacture is hosting a dynamic programme of events, including the unveiling of its collaboration with the Dubai Future Foundation – an initiative first announced two years ago.
From Le Brassus To Dubai
Committed to opening the doors of watchmaking to a broader audience, Audemars Piguet brings its travelling exhibition, the House of Wonders, to Dubai Watch Week. Located in the prestigious Dubai Mall, Burj Park and spanning over 1,000 square meters, the exhibition stands as a gateway between Dubai and Le Brassus, inviting visitors to discover the Vallée de Joux’s natural landscapes and heritage. While it spotlights Audemars Piguet’s own story specifically, the exhibition also offers a compelling introduction to the art and evolution of watchmaking in Switzerland and beyond.
Guests enter through a reinterpretation of the company’s historic headquarters, where its first workshops were established in 1875. Inside, a series of thematic chambers combine contemporary design with historical elements from Haute Horlogerie. Setting the stage for the company’s story to unfold, the journey begins in the Clock Room, where the concept of time is introduced amid the rhythmic ticking of age-old clocks, before transporting visitors into the snowy landscapes of the Swiss Jura. Each chamber unveils a new chapter of the brand’s history, brought to life through archival documents, rare timepieces and contemporary creations.
As visitors move successively through the Gallery of Time, Mechanical Secrets, the Vault of Design and the Astronomical Observatory, they discover the intricate craftsmanship behind the Manufacture’s iconic movements and timepieces, trace the evolution of materials and designs, and witness the convergence of ancestral skills with cutting-edge innovation. The experience culminates in the Lab, offering a glimpse into the future of watchmaking and the pioneering spirit that continues to propel the brand’s vision. Finally, the Cabinet of Curiosities celebrates the Manufacture’s enduring spirit of collaboration, with each object of memorabilia on display telling the story of craftsmanship, creativity and cultural expression.
A Celebration Of Partnership And Shared Passion
Since Audemars Piguet’s founding in 1875, collaboration has been integral to its evolution and identity. From the early days of the établissage system – a network of highly specialised workshops collaborating in the Vallée de Joux – to the present, the Manufacture has been proud to build a community of passionate individuals who help elevate watchmaking around the world.
The 2025 edition of Dubai Watch Week marks a celebratory milestone in Audemars Piguet’s enduring relationship with Ahmed Seddiqi and the Seddiqi family, who commemorate their 75th anniversary in business. United by shared values, a spirit of openness and a deep-rooted commitment to nurturing the watchmaking community, this partnership continues to flourish in service of clients and watch lovers in the Middle East. Audemars Piguet is delighted to once again partake in Dubai Watch Week, now in its seventh edition, honouring the collaboration and lasting connections within the world of Haute Horlogerie and beyond.
“This year, Audemars Piguet is honoured to celebrate its milestone anniversary with the Seddiqi family, who mark 75 years of shaping Dubai’s horological landscape, and remain the driving force behind Dubai Watch Week. This shared spirit of innovation and appreciation for heritage underscores the collaborative energy at the heart of the event.”
Ilaria Resta, Chief Executive Officer, Audemars Piguet
“2025 marks 10 years since the establishment of Dubai Watch Week and we are honoured to have Audemars Piguet, a long-standing partner, return with an immersive and engaging experience for our guests. The brand has been an instrumental part of our platform’s vision to build the watch community and unite over a shared passion. We’re happy to commemorate Audemars Piguet’s anniversary on-site — a true highlight of this year’s edition of Dubai Watch Week.”
Hind Seddiqi, CEO of Dubai Watch Week
A Week Of Innovation, Craftsmanship And Connection
Audemars Piguet’s presence at Dubai Watch Week unfolds through a dynamic programme of events and experiences designed to engage clients, press and visitors alike.
A recurring highlight of the week is the House of Horology, which this year includes a dedicated panel on innovation, with guest speakers from Audemars Piguet and the Dubai Future Foundation. United by a shared vision, they reveal the inaugural outcome of a collaboration first conceived at Dubai Watch Week two years ago. This moment offers a unique opportunity to reflect on the power of collaboration in catalysing innovation across the watchmaking industry.
The public is also invited to participate in two masterclasses organised by Audemars Piguet that open the doors to the world of Haute Horlogerie: The Art of Finishing on 21 November and The Watchmaker’s Gesture on 22 November, each offering a rare opportunity to engage directly with the Manufacture’s savoir-faire.
The week culminates in an intimate celebration curated by the APxMusic team, bringing together the AP family in the Middle East for a gathering at the House of Wonders with entertainment by Carlita and Black Coffee.
Adding a touch of unexpected flair, a special Late Night Show is hosted by the brand’s Creative Conduit, John Mayer, with filming taking place at the Armani Hotel. Blending horological insight with the style and humour of a late-night talk show, the segment combines monologues, interviews and a surprise music closer, and features as guests Ilaria Resta, Chief Executive Officer at Audemars Piguet, Wei Koh, journalist and founder of Revolution Magazine, and Zlatan Ibrahimovic, who together shine a spotlight on pioneering watchmaking, including the recently revealed RD#5.
“The Beat Goes On”
