Timeless Legacy

What started as one man's passion over 60 years ago is today a family-business that brings luxury and honesty to the hearts of watch collectors all over the world.

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The Story

Recognized today as a pioneer among leading retailers in the region, Ahmed Seddiqi & Sons represent more than 75 luxury timepieces and jewellery brands across 90 destinations in the UAE.


Ahmed Seddiqi & Sons prides itself in offering unparalleled customer service across pre-sale and post-sale dimensions having an exclusive partnership with the largest luxury watch & jewellery after-sales centre of its kind, the Swiss Watch Services.

Led by the passion and credibility of the second, third and fourth generations of Seddiqi family members, the organization delivers a dynamic commitment to conserving and enhancing the preservation, creation and innovation of watchmaking for decades to come.

The first Ahmed Seddiqi & Sons shop was located in Bur Dubai. As business grew, the Ahmed Seddiqi & sons retail presence expanded from a single shop in Dubai’s  souk to a formidable network of elegant stores.

Mr. Ahmed Qasim Seddiqi maintained his focus by offering quality Swiss watches to an array of clients, including royalty and politicians. He furthered this through his exclusive franchise agreements with the world’s leading Swiss watch companies and he assured it by keeping Ahmed Seddiqi & Sons a tightly controlled family operation.

The first franchise agreement was signed with Swiss watch brand, West End Watch Co. in 1949, after which the portfolio of brands was expanded to include over 90% of the world’s luxury

Today, the passion for luxury Swiss watches is deeply embedded into the ethos of the Ahmed Seddiqi & Sons’ family. The board of directors and executive committee is comprised of members of the second, third and fourth generations of the Seddiqi family.

What started as one man's passion over 60 years ago is today an empire that brings luxury and honesty to the hearts of watch collectors all over the world.