Introduction
For millions of Indians—especially those of us from Kerala—Dubai is a second home. And in Dubai, if you are looking for a luxury watch, one name towers above the rest. Ahmed Seddiqi & Sons stands as the Middle East’s premier retailer of timepieces. Founded in 1950 by the late Ahmed Qasim Seddiqi, this family-owned powerhouse curates over 100 prestigious brands.
For instance, they are the sole reason brands like Rolex Business Model and Patek Philippe Business Model have such a massive footprint in the region. Moreover, they operate the world’s largest Rolex boutique. Recently, they even launched their own Swiss-made brand, Vyntage Horology. In this guide, I will explore their portfolio, their exclusive “Dubai Editions,” and why they are the ultimate destination for collectors. Whether you are an NRI planning a trip home or a serious collector, discover why Seddiqi dominates the desert.
The Brand Portfolio of Ahmed Seddiqi & Sons
Ahmed Seddiqi & Sons excels as an authorized retailer because they don’t just sell watches; they build brands. They offer a vast selection that caters to diverse tastes. First, let’s examine their key partnerships.
The Rolex and Tudor Connection
Since the 1950s, the Seddiqi family has maintained a historic partnership with Rolex. Specifically, they manage the inventory for almost the entire UAE. This includes new models and the official Rolex Certified Pre-Owned (CPO) program. These verified second-hand watches come with a two-year international guarantee. Additionally, they stock Tudor, Rolex’s sister brand, blending heritage with modern appeal. For more on the value of these brands, check my guide on Luxury Watch Collectors India.
The “Holy Trinity” and Independents
Next, they carry the world’s most exclusive brands, known as the “Big Three.” These include Patek Philippe, Audemars Piguet, and Vacheron Constantin. However, they also champion independent watchmaking. Brands like MB&F Watch Brand and De Bethune Business Model found their first Middle Eastern home here. Consequently, a visit to a Seddiqi boutique is like visiting a museum of horology.
Vyntage Horology by Ahmed Seddiqi & Sons
In a bold move, the Seddiqi family created their own private label: Vyntage Horology. Launched recently, it produces uniquely designed, Swiss-made watches inspired by the vintage aesthetics of the 1950s.
For example, the Purity model debuted in 2023. It emphasizes clean lines, hand-wound movements, and classic dials. Alongside it, the Monograph arrived at Dubai Watch Week. Technically, these watches use top-tier Swiss components but carry an Arab soul. Overall, Vyntage Horology blends nostalgia and precision, appealing to heritage lovers who want something distinct from the big brands.
Dubai Watch Week and Ahmed Seddiqi & Sons
Furthermore, we cannot discuss Ahmed Seddiqi & Sons without mentioning Dubai Watch Week. Founded by the family in 2015, this is not just a sales event; it is a cultural festival. Unlike commercial trade shows like Watches & Wonders in Geneva, Dubai Watch Week focuses on education.
Here, collectors can meet the actual watchmakers (like the founders of Studio Underd0g Watches or Bamford Watch Department) in person. As a result, it has become one of the most important dates on the global watch calendar. Therefore, if you are planning a trip to Dubai, try to align it with this event (usually in November).
Limited Editions from Ahmed Seddiqi & Sons
Ahmed Seddiqi & Sons thrives on rarity. They collaborate with brands for “Region-Exclusive” pieces that you cannot buy anywhere else. Since the early 2000s, they have produced over 120 limited editions.
The “Icons of an Era”
To mark their 75th Anniversary, they unveiled the “Icons of an Era” collection. Each piece commemorates milestones in horology. For instance, limited Rolex variants nod to their 1950s roots with Eastern Arabic Numerals on the dials. These editions sell out instantly and become collector staples. Additionally, brands like Richard Mille create tourbillons bearing local motifs specifically for Seddiqi clients. You can read about high-end exclusivity in my Richard Mille Business Model guide.
Shopping Guide: Where to Buy
Shopping with Ahmed Seddiqi & Sons is seamless. You can choose from physical boutiques or lifestyle concepts.
- Rolex Boutiques: The flagship is in The Dubai Mall. It is three stories tall and offers the widest selection in the world.
- The Multi-Brand Boutiques: Located in the Mall of the Emirates and Wafi Mall. These offer immersive experiences with expert advisors.
- EDIT by Ahmed Seddiqi: This concept features accessible lifestyle brands like Casio, Fossil, and TAG Heuer. Perfect for gifts.
- Rolex CPO Boutique: Head to Wafi Mall for certified pre-owned gems.
For my Indian readers: Remember that buying in Dubai often allows for VAT Refunds at the airport, making the price significantly lower than in India (where customs duty is high). Always declare your high-value items when returning to India.
Conclusion on Ahmed Seddiqi & Sons
In summary, Ahmed Seddiqi & Sons is more than a retailer; they are the custodians of time in the Middle East. From the humble beginnings in a souk in 1950 to the glittering towers of 2026, their journey mirrors the rise of Dubai itself. Ultimately, buying a watch here comes with a guarantee of authenticity that is unmatched in the region.
FAQ: Ahmed Seddiqi & Sons
What makes Ahmed Seddiqi & Sons unique?
They are the largest watch retailer in the Middle East, holding the license for over 100 brands. Most notably, they operate the world’s largest Rolex boutique and founded the educational platform Dubai Watch Week.
Do they sell second-hand watches?
Yes. They are an official partner of the Rolex Certified Pre-Owned (CPO) program. This means you can buy a used Rolex that has been serviced and verified by Rolex itself.
What is Vyntage Horology?
It is the private watch brand owned by the Seddiqi family. Crucially, these watches are Swiss-made but designed with a vintage aesthetic curated by the family’s deep knowledge of history.
Are limited editions available online?
Generally, no. The highly coveted “Seddiqi Limited Editions” (with Arabic dials) are usually allocated to VIP clients or sold in-store. However, their lifestyle website is expanding its online inventory in 2026.
Is buying from Ahmed Seddiqi & Sons cheaper than in India?
Often, yes. While the base price is similar, the UAE Tax Refund system for tourists can save you 5%, and you avoid the high luxury import taxes embedded in Indian retail prices.
Author Bio
P.J. Joseph, also known as Saju Elizamma, Gemstone & Gold Consultant serving Kerala, Tamil Nadu, and Karnataka.
