UAE demand for luxury watches surges after Expo Sharjah 57
UAE demand for luxury watches surges after Expo Sharjah 57, with Rolex, Cartier and Chopard leading sales; experts warn on authentication and resale strategies.
The UAE market is experiencing a notable increase in demand for luxury watches following the conclusion of the 57th Middle East Watch & Jewellery Exhibition at Expo Sharjah on June 13, 2026. Retailers and brand representatives told reporters that buyers are increasingly treating luxury watches as a blend of passion and long-term investment. Rolex, Cartier and Chopard were cited repeatedly by dealers as the most sought-after names across price tiers.
Expo Sharjah underscores buyer enthusiasm
The 57th Middle East Watch & Jewellery Exhibition, which wrapped up at Expo Sharjah on June 13, 2026, served as a barometer for current market trends. Exhibitors reported steady footfall and concentrated interest in high-end Swiss brands that drew inquiries from collectors and first-time luxury buyers alike.
Traders at the event said the exhibition reaffirmed stronger local appetite for branded timepieces compared with previous years. The gathering highlighted both retail sales and growing consumer education about watch models and resale potential.
Rolex and Swiss brands lead sales
Retailers at the show confirmed that Rolex remains the top-selling brand in the UAE luxury-watch segment, with prices ranging from about 20,000 AED to well over 100,000 AED depending on model and rarity. Other Swiss maisons such as Chopard and Cartier also recorded significant interest from buyers seeking established names.
Sales managers emphasized that collectors are not focused solely on gold or gem-set pieces; rarity, limited editions and historical desirability frequently command higher resale premiums. Dealers noted that non-gold models can outperform expected values when scarcity and provenance align.
Buyers view watches as long-term investments
Several store managers explained that more customers now purchase luxury watches with investment horizons in mind, likening their approach to holding physical assets such as gold. Specialists said typical appreciation often appears after two to three years of ownership, with values rising further for limited editions and rare references.
This investment mindset is coupled with a hobbyist culture, where enthusiasts accumulate pieces for personal use, provenance and potential future gain. The combination of fashion, craftsmanship and capital preservation continues to drive interest among affluent residents and collectors in the UAE.
Authentication and resale challenges
Market participants warned that sophisticated counterfeiting technologies make visual inspection unreliable for many buyers. Dealers and watch specialists urged purchases through authorized retailers and insistence on official invoices, warranties and certification to protect buyers and preserve resale value.
Experts at the exhibition recommended that customers seek specialist verification for pre-owned purchases and avoid transactions without documented provenance. The rise in counterfeit quality increases the need for professional appraisal and transparent supply chains.
Retail advice and consumer protection
Sales directors at regional companies urged buyers to prioritise trusted outlets, obtain full paperwork and consider brand-authorized service histories when acquiring luxury watches. They stressed that warranty documentation and retail receipts play a pivotal role when owners later decide to sell or consign pieces.
Sellers at the event also encouraged consumers to research models, check production numbers for limited editions, and understand market demand trends before committing to high-value purchases. Awareness and due diligence were presented as key measures for protecting both enjoyment and investment value.
Market outlook and industry response
Retailers forecast continued growth in demand for luxury watches across the UAE, driven by steady wealth accumulation, expanding collector communities and heightened awareness of watches as alternative assets. They expect brands that manage supply constraints and maintain desirability to see consistent demand in secondary markets.
Industry representatives signalled that dealers and auction houses will increasingly focus on authentication services, certified pre-owned programs and clearer documentation to support a healthy market. These measures aim to bolster buyer confidence while preserving brand integrity.
The growing preference for branded timepieces in the UAE reflects broader shifts in consumer behaviour, where style, rarity and investment potential converge to shape purchasing decisions in the luxury-watch market.