For the watch industry, this region is one they have their eyes firmly on – as we do seem to love our timepieces. Many of the limited edition watches made by Swiss watchmaking companies find their way to the UAE as there is a growing community of watch collectors. Much of this is thanks to Ahmed Seddiqi & Sons, a 65-year-old family-owned retail operation with well over 60 outlets throughout the United Arab Emirates. Be it an A. Lange & Söhne or a Victorinox Swiss Army watch you will find it at Ahmed Seddiqi & Sons. Now they have one more important success story on their hands – Dubai Watch Week (DWW). Switzerland is famous for its watch trade events, while Hong Kong has its Watch & Clock Fair and UK has the Birmingham Jewellery and Watch – last year saw the launch of Dubai’s own watch event. DWW is organised by Ahmed Seddiqi & Sons under the patronage of Her Highness Sheikha Latifa Bint Mohammed bin Rashid Al Maktoum, Vice Chairman of Dubai Culture & Arts Authority. It is a non-commercial global event aimed at educating and raising awareness. The 2016edition, starting on November 15, is bigger and better. The theme for DWW is ‘Masters of Time’. Find out more about the event from Melika Yazdjerdi, Director of DWW:

Q. What are the additions for this second edition?
A:  Following our success last year, we wanted to bring out an even more robust edition this time around. Over the past 12 months, we have been curating a truly special programme with many more additions. Our aim with this event is to create an educational platform where people new as well as familiar to the industry can always take away something from the week. This year, one of our largest additions is the expansion of our exhibitions. In partnership with Dubai Mall, we have added the Mastery of Time exhibition that takes guests on a journey through the retrospective display of significant timepieces through the ages. And 24 Hours in The Life of a Swiss Cuckoo Clock exhibition showcases modern renditions of the traditional cuckoo clocks – both of which are taking place at the Grand Atrium and the Fashion Catwalk.

Q. Tell us about Christie’s involvement?
A: This year, the Dubai Watch Week – in association with Ahmed Seddiqi & Sons – commissioned the renowned UAE artist, Abdul Qader Al Rais, to create two art pieces: Zaman: ‘Time’ A View from the First Ahmed Seddiqi & Sons shop, Deira, Dubai and Zaman: Saa’a Ramliya (Hour Glass). We partnered with Christie’s again this year to auction these pieces during the Christie’s art sales that took place in October. Christie’s will also be involved in hosting one of our newest additions to this year’s portfolio with the Creative Hub. They will be hosting a session on how to start collecting and bidding at both Art and Watch auctions.

Q. Tell us more about the focus of ‘Masters of Time.’
A: The Masters of Time is about individuals and brands who have continuously supported the innovative creativity of the watch industry throughout the years of horology.

Q: What is the international media exposure?
A: We have over 40 international and regional media attending this year. The reaction to our inaugural edition was fantastic and we have incorporated feedback received from media into the various programmes at the second edition of the Watch Week.

Q: Can this watch fair be compared to fairs in Hong Kong and Switzerland, or is that an unfair comparison?
A:  Dubai Watch Week cannot really be compared to any other fair in the world as it is a non-commercial event and there are currently no other horology-dedicated events focusing primarily on education and culture. All the current existing events are commercial fairs. We believe that DWW is a fair that acts as a complementary addition to the existing trade shows.

Q. How did last year’s DWW impact the regional watch industry?
A: DWW has become a global meeting point for collectors, brands and industry patrons who share the same passion and respect for the world of horology. As DWW is a non-commercial event, we focus on creating an international networking platform where everyone can learn, exchange ideas and discuss opportunities. The programmes that we have curated for the second edition reflect our commitment towards positioning Dubai as a cultural and education hub for horology. This year has witnessed a growing interest from regional collectors and watch enthusiasts who are especially flying in to Dubai for the week.

Q: Is DWW just for collectors and trade or can anyone attend and get value from the event?
A:  DWW is an event open to the public and is free for anyone to attend. In addition to the VIP programmes that are by invitation only, the exhibitions and forum are open to the public. Potential visitors are recommended to register online on www.dubaiwatchweek.com before all the spaces to the different forums are filled.

Dubai Watch Week 2016 takes place from 15-19 November 2016 at the Dubai International Financial Centre.