Audemars Piguet arrives at Dubai Watch Week 2025 with the kind of quiet confidence that comes only from 150 years of uninterrupted excellence. In a city where spectacle is second nature, the Swiss Manufacture builds an entirely different sort of wonder: a storytelling universe rooted in heritage, shaped by artisans, and elevated through community. The House of Wonders, its travelling exhibition, becomes the heartbeat of this year’s edition—an invitation for visitors to step into Le Brassus without ever leaving Dubai’s Burj Park.
Crossing its threshold feels like entering a vivid dialogue between time and craft. A recreation of the brand’s original workshop leads visitors on a sensorial journey through the Vallée de Joux, where forests, snowdrifts and ancient tools unfold like chapters in a living memoir. In this immersive space, timepieces are no longer objects; they are characters—shaped by hands that have passed knowledge from one generation to the next, and brought into the present through design and innovation.
Each chamber reveals a different dimension of the Manufacture’s world. The rhythmic pulse of clocks in the Clock Room gives way to the quiet intensity of Mechanical Secrets, where movements are deconstructed like works of contemporary sculpture. The Vault of Design pulls you into the geometry of form, showing how materials evolve while signatures endure. By the time guests reach the Astronomical Observatory, time feels less like a measurement and more like a language understood only through contemplation.
Beyond artistry lies a deeper narrative: the power of meaningful partnerships. Dubai Watch Week celebrates its 10th anniversary, while the Seddiqi family marks 75 years of shaping the region’s horological culture. Their longstanding bond with Audemars Piguet infuses the event with warmth and familiarity, transforming it into a gathering place for collectors, dreamers and innovators who keep the spirit of horology alive. The exhibition becomes not just a showcase, but a celebration of community.
Throughout the week, the Manufacture orchestrates a rich programme designed for both enthusiasts and emerging collectors. Masterclasses immerse guests in the tactile poetry of watchmaking—featuring polishing gestures perfected over centuries and finishing techniques that turn metal into light. A special innovation panel, held in partnership with the Dubai Future Foundation, explores the future of timekeeping, symbolising a shared commitment to shaping what comes next.
Evenings bring their own magic. At the House of Wonders, APxMusic hosts an intimate celebration that blends rhythm, craftsmanship and culture—a reminder that Audemars Piguet’s universe extends far beyond the wrist. John Mayer’s special Late Night Show, filmed at the Armani Hotel, brings levity and insight as he welcomes industry icons and global personalities for a conversation that moves between humour and horological depth.
With its immersive spaces, thought-provoking programming, and rare celebrations of heritage, Audemars Piguet’s presence at Dubai Watch Week becomes more than an anniversary moment—it’s a testament to a legacy that continues to evolve. In a city defined by innovation, the Manufacture offers a poetic reminder: the future of watchmaking lies not only in technology, but in the human stories, skills and connections that keep the beat going.
