The first Dubai Watch Week is taking place on two levels. On the one hand, craftsmen and creators are exhibiting and holding workshops in the art galleries of the Dubai Financial District in order to increase awareness of them among collectors and visitors who have been seduced by the approach of Ahmed Seddiqi & Sons (read our article), who is playing the educational and cultural card. On the other hand, the temple of consumerism that is the Dubai Mall puts the emphasis on the big brands with great pulling power. Giant screens showing the campaigns of famous brands can be seen in the halls of this shopping mega-centre to capture the attention of passers-by. DJs, yachts, football stars, aeroplanes, the message is pure marketing rather than watchmaking.

WorldTempus had a walk around this tempting universe for you and captures the atmosphere in a photo gallery (click on the image above). The big brands need the smaller niche brands to help cultivate the dream, while the smaller brands need the power of the giants in communication to get their place in the sun. The Grand Prix d’Horlogerie de Genève understood this first, the Dubai Watch Week has mastered the subject in exemplary fashion and the SIHH has also set a strong signal in the same direction. Will Baselworld leave the bright young things of watchmaking in the shadow of the Palace or will it soon give them a more visible presence at the show?

Click on the image above for a comprehensive photo gallery.