Reflecting on Dubai Watch Week 2025
Dubai Watch Week 2025: Watch Cleaning Excellence with AIS Collective
Hello watch enthusiasts, collectors, and fellow purveyors of horological excellence.
Ivan here, from the heart of AIS Collective, still buzzing from the incredible energy and overwhelming success of Dubai Watch Week 2025. What an extraordinary event! From the moment the doors opened, our booth became a hub of activity, a testament to the passion and dedication we all share for exceptional timepieces and their meticulous watch care.
Trusted Watch Cleaning Solutions Loved by the Global Watch Community
For our 3rd time we arrived in Dubai with big expectations, eager to showcase our innovative watch cleaning and jewellery cleaning solutions to the ever growing DWW visitor base, and to connect with the vibrant watch community.
We left with our expectations not just met, but gloriously surpassed. Throughout the week, our booth was a hive of non-stop action. At our booth we had the immense pleasure of handling literally hundreds of watches, delicate leather straps, and dazzling jewelry pieces, and expertly cleaned them right before their owners' eyes using our signature products, including the ChronoPen, ChronoLeatherPen and GemPen. The look of delight on people's faces as their cherished possessions regained their original lustre was truly priceless.
The conversations were uncountable, spanning from deep dives into horological history to practical tips on maintaining the pristine condition of one's collection. We connected with enthusiasts and partners from every corner of the globe, sharing knowledge and building new friendships. And speaking of connections, we were incredibly honoured to welcome some truly remarkable individuals to our booth. Imagine our delight when none other than the Ruler of Dubai himself, His Highness Sheikh Mohammed bin Rashid Al Maktoum, graced us with his presence! We also had fascinating encounters with industry titans like Thierry Stern, CEO of Patek Philippe, and watch aficionado extraordinaire, John Mayer. The world of sports was also well represented with football legends Kilian Mbappé and Zlatan Ibrahimović stopping by to see what we do in action. It was a surreal and unforgettable experience to share our passion with such distinguished guests.
Said of AIS Collective with Rolf Studer, CEO of Oris
Said with watchanish at Dubai Watch Week
This extraordinary opportunity would not have been possible without the immense generosity and vision of the Seddiqi family. We extend our deepest gratitude to Mams Seddiqi and Hind Seddiqi, whose tireless efforts and unwavering support allowed AIS Collective to actively participate in this spectacular show. Their commitment to fostering a thriving watch culture is truly inspiring. A huge thank you also goes out to the entire extended Seddiqi family and the incredible Dubai Watch Week (DWW) team for their impeccable organization and warm hospitality. Every aspect of the event was flawlessly executed, creating an unforgettable experience for exhibitors and visitors alike.
AIS Collective co-founders Anna and Said with Hind Seddiqi, CEO of Dubai Watch Week
The demand for our products was staggering. As the event itself was non-commercial, many visitors headed to out to purchase our products and thereby, even before the close of Dubai Watch Week 2025, all of our Seddiqi retailers, including their prestigious Dubai Mall boutiques and their comprehensive online offering on Ounass, were completely sold out of our watch care kit and individual ChronoPen and GemPen products! This overwhelming response is a testament to the quality and effectiveness of our watch cleaning and jewellery cleaning solutions, and we are incredibly grateful for the trust placed in us by the Seddiqi family and the wider watch community.
Thank you, Dubai, for an unforgettable week! We are already looking forward to DWW 2027 and continuing our mission to provide the best in watch care to enthusiasts worldwide. Stay tuned for more innovations from AIS Collective!
Co-founders of AIS Collective watch care at Dubai Watch Ween