Swiss Haute Horlogerie manufacturer Audemars Piguet is delighted to attend Dubai Watch Week, held from 19 to 23 November, as part of its global 150^th 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.

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.

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 75^th 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.

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.

Audemars Piguet is the oldest fine watchmaking manufacturer still in the hands of its founding families (Audemars and Piguet). Based in Le Brassus since 1875, the company has nurtured generations of talented craftspeople who have continuously developed new skills and techniques, broadening their expertise to set rule-breaking trends. In the Vallée de Joux, at the heart of the Swiss Jura, Audemars Piguet has created numerous masterpieces, testament to the Manufacture’s ancestral savoir-faire and forward-thinking spirit. By pushing the boundaries of what is possible and building bridges between different creative worlds, Audemars Piguet has been able to explore new horizons and build an inspired community. The Beat Goes On


Founded in 2015 by Ahmed Seddiqi, Dubai Watch Week celebrates the creative confluence and undercurrents of the luxury watch industry highlighting the people, community, tradition and innovation in the market. Creating satellite events and its biennial hero event in Dubai, Dubai Watch Week is a movement that supports initiatives with similar values, bridges communities and creates unique opportunities for networking and creative exchange.


La Dubai Future Foundation anticipates, designs, and drives Dubai’s future within a cohesive, collaborative framework. We foresee challenges, explore new opportunities, and aspire to make Dubai one of the most future-ready cities in the world and a key player in crafting an optimal future for all. Our main aim is to establish Dubai as a global benchmark for designing an inspiring, progressive, and sustainable future. Our role is to support in bringing the future of Dubai into the present, setting an inspiring precedent for future-focused cities. With our ambitious, bold, and influential approach, we foster a culture that embraces foresight as a way of work and life. How do we do it? We set Dubai’s role as a global hub for testing and pioneering future solutions and technology. We also convene the world’s top futurists. In parallel, we embrace ideation and advanced technology, facilitating the adoption of advanced technology across various sectors through influential partnerships aimed at constantly advancing business, legislative, and regulatory environments. We also promote participatory and collaborative work among various entities and partners, supporting the startup and entrepreneurial communities. This is all supported by a commitment to experiencing the future, providing immersive experiences for individuals to live the future today.