Watch & Jewellery Middle East Show spotlights Italy’s heritage, artistry, and innovation, underscoring the nation’s pivotal role in the UAE’s luxury market
From the historic streets of Vicenza to Milan’s cutting-edge ateliers, Italy’s centuries-old expertise in fine jewellery and watchmaking is brought to life in the UAE. This September, the Italian Pavilion at the 56th Watch & Jewellery Middle East Show, hosted at Expo Centre Sharjah from 24–28 September, welcomes collectors, buyers, and enthusiasts to embark on a curated journey where craftsmanship and innovation converge.
Organised by the Italian Trade Agency (ITA) in collaboration with CNA, and supported by Italy’s Ministry of Foreign Affairs and International Cooperation, the Pavilion features 50 of Italy’s most celebrated maisons alongside emerging talent. The exhibits reflect a blend of traditional artistry, modern design, and advanced technology—distinctive qualities that have defined Italian creativity for generations.
Italy’s participation highlights its central role in one of the region’s fastest-growing luxury markets. Jewellery sales in the UAE reached €3.1 billion in 2024, with growth projected at a compound annual rate of +3.8% through 2029. Italian jewellers remain key players in this landscape, offering creations that combine artistic brilliance with lasting value. Between January and June 2025, exports of Italian jewellery to the UAE reached €712 million, reaffirming the strong demand and respect for the Made in Italy brand.
“The United Arab Emirates has established itself as a vital hub for Italian fine jewellery, where appreciation for excellence and design finds a natural resonance. Made in Italy embodies a cultural vision that combines tradition, innovation and a distinctive sense of beauty. In the UAE, discerning consumers play a pioneering role in shaping global trends, encouraging Italian companies to continue innovating while remaining faithful to their heritage. The 56th Watch & Jewellery Middle East Show offers a prestigious stage to highlight this dynamic exchange, showcasing how Italian creations unite timeless elegance with forward-looking solutions, reinforcing the special bond between our countries”, commented Lorenzo Fanara, Ambassador of Italy to the UAE.
The Pavilion goes beyond being a showcase; it is a tribute to Italy’s leadership in design and craftsmanship. Visitors will discover creations that merge classical goldsmithing with contemporary design, from meticulously hand-set gemstones to complex watch mechanisms. Each piece offers an invitation to witness luxury at its finest, where tradition and modernity meet seamlessly.
“Italy’s approach to luxury is defined by its ability to honour centuries of craftsmanship while embracing modern innovation. The UAE, with its sophisticated market and appreciation for excellence, remains one of our most strategic partners. The UAE jewellery market is shining brighter than ever, with total sales soaring to 13.48 billion AED in 2024. Fine jewellery leads the way, accounting for over 93% of all sales. With an annual growth of 3.6% projected from 2024 to 2025, and on the longer term a projected Compound Annual Growth Rate (CAGR) of 3.8% from 2024 to 2029 is to be expected. At the 56th Edition of Watch & Jewellery Middle East Show, the Italian Pavilion creates an unparalleled opportunity for our companies to connect with buyers, reinforcing Italy’s leadership in the global luxury arena”, said Valerio Soldani, Italian Trade Commissioner to the UAE.
Bringing together 50 exhibitors with their most refined creations, the Pavilion offers UAE audiences an immersive experience. From iconic houses to rising designers, each exhibit is a showcase of elegance, creativity, and enduring quality. Italy’s profound influence on the region’s luxury market is clear, and the Pavilion demonstrates why Italian design continues to be synonymous with global excellence.
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