The UAE Swiss watch imports have reached an all-time high, totaling $770 million in the first half of 2025, making the United Arab Emirates the top importer of Swiss watches in the Gulf region. This remarkable figure confirms the UAE’s position as the region’s premier luxury hub and reflects both the nation’s growing consumer appetite and its central role in the global luxury goods supply chain.
According to data released by the Federation of the Swiss Watch Industry (FH), the UAE not only maintained its lead among Gulf countries but also showed strong growth compared to previous years, indicating robust demand from both residents and tourists.
Why UAE Leads in Swiss Watch Imports
Strategic Market for Luxury Goods
The UAE, particularly Dubai and Abu Dhabi, has long positioned itself as a global luxury destination. Home to some of the world’s most prestigious malls, boutiques, and high-end hotels, the country attracts millions of high-spending tourists annually. Many of these visitors are from countries like India, Russia, China, and Europe, where Swiss watches carry great prestige.
Emirati nationals themselves are also avid buyers of luxury goods, with watches often seen as status symbols or valuable investments. This combination of domestic and international demand helps sustain a flourishing luxury market in the UAE.
Resilient Economic Environment
Despite global economic uncertainties, the UAE’s diversified economy, low tax policies, and business-friendly environment continue to attract global brands. In 2025, the nation’s GDP growth remains strong, supported by sectors like tourism, real estate, and financial services, all of which are closely linked to luxury consumption.
The country’s strong currency peg to the US dollar, stable inflation, and rising population of high-net-worth individuals have contributed to a more confident luxury spending environment.
Re-Export Hub for the Region
Beyond direct consumption, the UAE serves as a re-export hub for Swiss watches. Many watches imported into Dubai or Abu Dhabi are later shipped to markets like Saudi Arabia, Kuwait, Bahrain, and even parts of Africa and Asia. This model allows the UAE to import large volumes of high-value watches, not just for local sales but also for redistribution across the wider region.
Breakdown of Swiss Watch Imports in the Gulf
According to FH data for January to June 2025:
- UAE: $770 million
- Saudi Arabia: $480 million
- Qatar: $210 million
- Kuwait: $170 million
- Bahrain: $90 million
- Oman: $60 million
These figures confirm the UAE’s dominance, accounting for nearly 40 percent of total Swiss watch imports in the Gulf Cooperation Council (GCC) region.
Top Watch Brands Driving Growth
The majority of Swiss watch imports to the UAE consist of high-end brands like:
- Rolex
- Patek Philippe
- Audemars Piguet
- Omega
- Tag Heuer
- Richard Mille
- Cartier
These brands are considered aspirational assets and are often associated with personal success, achievement, and social status. In many cases, they are purchased to commemorate important life events such as weddings, promotions, or business achievements.
The secondary market for luxury watches, including resale and auctions, is also growing, with Dubai becoming a hotspot for collectors and investors.
Rise in Online Watch Retail and Auctions
The post-pandemic shift toward e-commerce has also influenced the luxury watch sector. Several online platforms, including certified watch dealers and auction houses, have expanded in the UAE. Consumers can now browse and purchase rare timepieces online, with delivery and authentication services included.
This shift has opened the market to younger consumers and international buyers, further boosting Swiss watch import numbers in the UAE.
Luxury Tourism Fueling Demand
Tourism is another major driver. With global events such as COP28, the Dubai Shopping Festival, the Abu Dhabi Grand Prix, and numerous art and fashion shows, the UAE attracts affluent travelers year-round.
Luxury spending by tourists, especially those from China, India, Europe, and Russia, significantly contributes to Swiss watch sales. Duty-free zones, tax rebates, and exclusive shopping experiences enhance the attractiveness of purchasing luxury items in the UAE.
Customs, Retail Incentives and Free Zones
Another factor contributing to the increase in Swiss watch imports is the favorable customs and import regulations. The UAE’s free zones, like the Dubai Airport Freezone and Jebel Ali Free Zone, offer tax exemptions and streamlined logistics for luxury goods, encouraging global brands to use the UAE as a regional base.
Retailers also benefit from:
- Flexible leasing terms in malls
- Government-backed retail incentives
- Brand collaborations with UAE-based influencers and celebrities
These strategies help create a vibrant retail environment that supports consistent import growth.
Impact on Retailers and Investors
The surge in Swiss watch imports positively impacts local retailers and investors. High import volumes often signal strong consumer confidence and open opportunities for:
- New luxury boutiques
- Partnerships with Swiss brands
- Expansion of resale platforms
- Investments in watch servicing and repair infrastructure
Retailers such as Ahmed Seddiqi & Sons, Rivoli Group, and The Watch House have expanded their offerings, store counts, and digital platforms to meet rising demand.
Swiss Watch Market Outlook in the UAE
Looking ahead, industry analysts expect the UAE Swiss watch imports to continue climbing for the rest of 2025. Factors supporting this forecast include:
- Expected increase in tourism during the winter season
- Luxury events and expos scheduled throughout the year
- A growing appetite for horological investment pieces
- Increasing presence of watch-enthusiast communities and collector clubs
- Potential currency fluctuations making the UAE a cost-effective shopping destination
Additionally, global supply chains for Swiss watches have improved following the disruptions of recent years, enabling smoother distribution and better inventory management.
Challenges to Watch For
Despite its strength, the luxury watch market in the UAE faces several potential challenges:
- Counterfeit goods entering the secondary market
- Economic fluctuations in major tourist source markets
- Competitive pricing from parallel importers
- Rising consumer awareness and demand for sustainability in luxury purchases
To address these concerns, brands and retailers are focusing on education, certification, and transparent pricing to retain consumer trust.
Final Thoughts: UAE’s Timeless Love Affair with Swiss Watches
The numbers tell a clear story. The UAE Swiss watch imports reaching $770 million in the first half of 2025 highlight the country’s strong connection to luxury, craftsmanship, and style. Whether through personal purchases, gifts, re-exports, or tourism-driven retail, Swiss watches continue to be more than just timekeeping devices in the UAE. They are cultural icons, investment assets, and lifestyle statements.
As the Gulf region grows into a major global luxury market, the UAE remains at its center, setting the pace, shaping the trends, and leading the way.
Do follow UAE Stories on Instagram
Read More: 33 of the Best Summer Staycation Offers in the UAE
