Dubai is a global capital for luxury retail. With international wealth flowing through its malls and fashion-conscious travellers fuelling demand, it’s no surprise that haute horology has become deeply embedded in the fashion landscape. Beyond aesthetics, watches here are often treated as liquid, investable assets – bought, traded, and occasionally flipped like fine art. Whether you’re searching for a discontinued Patek Philippe or a first-time buy with long-term potential, these are the most trusted places to buy a watch in Dubai.
Dubai Mall
When it comes to watches and fine jewellery, Dubai Mall is something of a central exchange, with more than 80 specialist boutiques under its roof. Nearly every major watch brand is represented here at flagship level, including Richard Mille, Patek Philippe, Audemars Piguet, Vacheron Constantin, Breguet, IWC, Jaeger-LeCoultre, and Rolex. Most are operated by Ahmed Seddiqi & Sons and are located within Fashion Avenue, each with gallery-like storefronts.
Beyond the flagships, the mall also caters to the more avant-garde collector, with creative spaces like MAD Gallery by MB&F – a horological gallery best known for its unconventional, art-led watch designs. For those seeking fashion-focused timepieces, department store giants Bloomingdale’s and Galeries Lafayette stock a curated selection of mid-range brands, including Boucheron, Concord, and Armani.
In the world of fine watches, inventory is often secondary to access. Getting your hands on a new release – whether it’s a new Patek or a limited-edition Rolex – will almost always depend on your relationship with the boutique. If you’re a new collector, Dubai Mall is one of the best places to start building those ties, with most brands here offering exclusive drops with priority access for loyal clients.
Ahmed Seddiqi & Sons (and Ahmed Seddiqi & Sons CPO)
Few names are as important in Dubai’s luxury watch market as Ahmed Seddiqi & Sons. Founded in 1950, this family-run company has grown from a single store in the old Dubai Souk to a national institution, with over 50 boutiques across the UAE. Today, Ahmed Seddiqi represents over 60 of the world’s leading watchmakers, from Rolex, Patek Philippe and Audemars Piguet to independents like H. Moser & Cie and MB&F.
Seddiqi has long been the conduit between Dubai and the international watch world, curating launches, exhibitions, and collector events that have helped position the city as a serious destination for fine horology. Branches can be found in Dubai Mall, Mall of the Emirates, and the Gold & Diamond Park.
In 2023, Seddiqi expanded its reach into the secondary market with the opening of the world’s first Certified Pre-Owned Rolex boutique in Wafi Mall. Operated under Rolex’s official global CPO programme, the boutique sells pre-owned pieces restored to factory standards, each with a Rolex-issued certificate and two-year international warranty. For collectors, it’s an opportunity to enter the growing secondary market with a credible, trusted local name.
Sotheby’s – Auction House & Private Client
Founded in London in 1744, Sotheby’s has long been a purveyor of the world’s finest items – from rare books and fine art to haute horology. Over the years, some of the most coveted timepieces have crossed its auction stage, including Patek Philippe Grandmaster Chime ($31 million), Paul Newman’s Rolex Daytona ($17.8 million), and George Daniels’ legendary Space Traveller’s Watch, which has set successive world records in London.
Sotheby’s Dubai outpost is based in Gate Village, DIFC, where watches are presented in the same curatorial light as rare jewellery and contemporary art. The auction house regularly hosts preview exhibitions and private selling events in its DIFC gallery, with highlights often travelling through Dubai en route to Geneva or New York. Last year, for instance, the Treasures of Time exhibition showcased rare timepieces by Patek Philippe, A. Lange & Söhne, and Vacheron Constantin, before continuing on to Geneva for the November auction. To stay ahead, it’s worth checking the Sotheby’s calendar for upcoming exhibitions.
Complementing its auction programme, Sotheby’s also offers a discreet private client service in Dubai, sourcing rare and exceptional pieces on behalf of collectors. Paul Redmayne, Senior Vice President for Luxury Sales, is based in Dubai and brings more than two decades of experience at maisons such as Cartier, Harry Winston, and Piaget. His work today centres on securing extraordinary items for his clients, from rare Golconda diamonds to discontinued timepieces with strong provenance.
Another senior Sotheby’s specialist based in Dubai is Frédéric Watrelot, who also draws on two decades of horological expertise to advise collectors in the region, connecting them with vintage and contemporary pieces that rarely surface on the open market. He is a graduate of the Gemological Institute of America.
Momentum Dubai
Also based in DIFC, Momentum is one of Dubai’s most specialised destinations for vintage and collectible timepieces. Founded in 2011 with a focus on early Rolex pieces (particularly Submariners, Datejusts, and Day-Dates), it has become one of the most trusted sources for both classic and under-the-radar models, extending to Patek Philippe, Audemars Piguet, Cartier, Omega, and other heritage names.
What sets Momentum apart is its in-house technical capability – its ICD Brookfield Place boutique operates an excellent service centre led by a certified watchmaker with over two decades of experience, backed by accreditations from both the British Horological Institute and the American Watchmakers & Clockmakers Institute. Beyond routine servicing, the team provides detailed authentication, condition reporting, and specialist restoration treatments designed to protect both function and value.
Momentum also nurtures a collector culture of its own. Known for its discretion and close relationships, it serves as a meeting ground for serious enthusiasts, and has even released a number of limited collaborations, such as the WMT Mirage – a 36mm run of just 99 numbered pieces featuring Arabic–Hindi numerals. It is this blend of provenance, aftercare, and passion that makes Momentum stand out as a reference point for Dubai’s watch community.
Ounass
On the more accessible end of the spectrum, local online retailer Ounass is where to shop if you’re seeking a fashion-forward, quality watch that doesn’t require special insurance. Founded in 2016, this upscale platform is best known for its ready-to-wear designer fashion, but its watch selection holds on its own surprisingly well: think Baume & Mercier, TAG Heuer and Chopard, alongside more design-led brands like D1 Milano and Nuun Official. Ounass isn’t the place for investment watches or auction rarities, but if you’re after a well-made daily wearer or a statement gift, it’s dependable and delivers within two hours of ordering.
