The world of luxury watches saw a significant shift as Dubai Watch Week 2025 challenged traditional norms associated with the industry. Providing a necessary boost to luxury watch brands, the event established Dubai as a hub for modern luxury watch displays and exhibitions, setting a vibrant, attention-grabbing contrast to Geneva, the long-standing center of traditional luxury watchmaking.

Typically characterized by its gray, somber ambiance, Geneva, with its history of Calvinism and contemporary focus on efficiency and waste reduction, has often been ideologically at odds with one of its most celebrated industries - the creation of opulent wristwatches. On the contrary, Dubai, with its eye-catching displays of lights along with a culture that both welcomes and demands attention, has begun to take center stage as the new epicenter for high-end timepieces.