After just two editions, Dubai Watch Week has already worked its way high onto my list of horologically inclined events. The reason is simple: the organizers of this show, Ahmed Seddiqi & Sons, have set out to make Dubai Watch Week more of a cultural exchange on the topic of watches than a hard sales event.

Philippe Dufour is one of the major Swiss luminaries to visit Dubai and spend the week at Dubai Watch Week; this is his personal Simplicity

In other words, Dubai Watch Week’s main premise is promoting high-end watchmaking in the Middle East and exchanging opinions and ideas rather than sell, sell, sell (though I am certain that selling comes relatively easily as a side effect of the relaxed atmosphere and inspiring conversations).

The opening of Dubai Watch Week 2016 took place among the exhibitions at the Dubai Mall

This year’s event was much bigger than the inaugural 2015 show. Two new happenings included the “Mastery of Time” exhibition by the Fondation de la Haute Horlogerie and “24 Hours in the Life of a Swiss Cuckoo Clock” curated by Alexandra Midal and staged by students and staff of the Geneva art school HEAD. Both of these took place in the gargantuan Dubai Mall near the section with the luxury watch boutiques.

The sensational Burj Khalifa made for a stunning backdrop to Dubai Watch Week

Watchmaker Jean-Marc Wiederrecht sporting the Fabergé DTZ Visionnaire

But most of the highly personal event takes place at the Dubai International Financial Centre (DIFC), which the organizers have turned into something of an outside fair. Here participants, panelists, lecturers, watchmakers, organizers, and brand representatives mingled in the relaxed atmosphere of the autumn Dubai sun, shielded from the heat by the shade thrown from the buildings.

Dubai Watch Week director Melika Yazdjerdi (left) with Fabienne Lupo, head of the FHH and SIHH

And what a pleasant atmosphere it was! Beginning the day, for example, I could come out to the refreshment area for breakfast, sit with any number of watchmakers, brand luminaries, collectors, watch aficionados, and journalists also enjoying the atmosphere, and talk about anything from the weather to serious watchmaking.

Fun at the Dubai Watch Week photo machine: Asta Ponzo (Grand Prix d’Horlogerie de Genève), Carlo Lamprecht (president of the Grand Prix d’Horlogerie de Genève), Christina Sang (Portsmouth Group/PR for Dubai Watch Week)

And this was not only reserved for media and panel participants; locals had the same opportunity to approach any number of watchmaking personalities and strike up conversations.

The Romain Gauthier Logical One on the wrist of its maker at Dubai Watch Week 2016

Or I could peruse the watch exhibitions, handling any number of rare delicacies such as the Romain Gauthier Logical One and carry on conversations with their makers or representatives.

IWC’s Kurt Klaus heads up a master class at Dubai Watch Week 2016

The master classes headed up by famous watchmakers were so popular that extra sessions were added as the week progressed.

Vianney Halter leads a master class at Dubai Watch Week 2016

Philippe Dufour leads a master class at Dubai Watch Week 2016

The master classes included the hands-on opportunity to be guided through a technical part of a watch, led by horological stars including Andreas Strehler, Vianney Halter, Philippe Dufour (talk about a once-in-a-lifetime opportunity!), and even IWC’s Kurt Klaus (ditto!).

Moderator Eileen Wallis (Portsmouth Group) with panelists Paul O’Neil (Worldtempus), Steven Pulvirent (Hodinkee), Suzanne Wong (Revolution), and Ian Skellern (Quill & Pad) after speaking at one of the popular panels during Dubai Watch Week 2016

The panels presented another opportunity to interact with prominent luxury industry figures and were likewise quite popular. And not only local watch enthusiasts took part; I noticed that many of my colleagues from the press attended nearly all of panels in an effort to broaden horizons and exchange ideas.

Stephen McDonnell goes into the details of the MB&F Legacy Machine Perpetual at a Dubai Watch Week 2016 creative hub

And the new “creative hubs” were also part of the 2016 edition of Dubai Watch Week: these informal gatherings in a comfortable setting allowed media and other participants to take part in a variety of brand presentations.

HYT introduced the Skull Axl Rose at Dubai Watch Week 2016

In particular, those brands with new timepieces launching at the show (see 7 Sensational Watches Introduced At Dubai Watch Week 2016) used this opportunity to provide some backdrop and explanation in the intimate setting.

I’m already looking forward to the 2017 edition!

For more information, please visit www.dubaiwatchweek.com.