Swiss Haute Horlogerie manufacturer Audemars Piguet is delighted to have participated in the Dubai Watch Week that took place at the gate of the Dubai International Financial Centre (DIFC). The brand notably participated in the Horology Forum during which it announced its new partnership with the Dubai Future Foundation—a long-term collaboration seeking to push innovation further within and beyond Haute Horlogerie. Audemars Piguet also hosted a large-scale exhibition entitled Seek Beyond that explored the Manufacture’s endless journey to new horizons.


Audemars Piguet’s Chief Executive Officer François-Henry Bennahmias took part in a public panel entitled “All for One, One for All,” hosted by Austen Chu, co-founder and Chief Executive Officer of Wristcheck, as part of the Dubai Watch Week’s Horology Forum. This panel, which discussed the impact of collaborations in the watchmaking industry, was also attended by Omar Johnson, former CMO at Beats by Dre and Apple’s former VP marketing.

Preceding this panel, François-Henry Bennahmias and His Excellency Omar Sultan Al Olama, United Arab Emirates Minister of State for Artificial Intelligence, Digital Economy and Remote Work Applications announced the long-term partnership between Audemars Piguet and the Dubai Future Foundation, of which H. E. Omar Sultan Al Olama serves as Board of Trustee member and Deputy Managing Director. This partnership, which seeks to drive innovative initiatives to advance the field of Haute Horlogerie, continues Audemars Piguet’s longstanding legacy of cross-disciplinary collaborations with technology and innovation leaders. These collaborations have inspired the brand to move its craft forward, while encouraging talents to broaden their horizons and skills to give life to unexpected projects.

“Our new partnership with Dubai Future Foundation promotes talents and cutting-edge research collaboration. Their creative minds and distinctive perspectives as leaders in the field of innovation will help us imagine and shape the future of Haute Horlogerie, with the unveiling of our first project in 2025.”

François-Henry Bennahmias (Chief Executive Officer, Audemars Piguet)


Seek Beyond offered an immersive and interactive journey into Audemars Piguet’s universe, past, present and future and retraced how the brand has repeatedly ventured outside of its comfort zone to push the boundaries of watchmaking. While deeply connected to its origins, it has looked for inspiration in fields as diverse as art, music, sports, entertainment and architecture and established enriching cross-disciplinary dialogues. This mindset has fuelled the teams’ creativity, leading to the development of micro-mechanical wonders that have forged the Manufacture’s own path in the field of Haute Horlogerie since 1875.

Among the heritage and contemporary timepieces exhibited, visitors were immersed in the innovative worlds of the Code 11.59 by Audemars Piguet Ultra-Complication Universelle (RD#4) and the Royal Oak Concept Split-Seconds Chronograph GMT Large Date. Combining ancestral know-how and modern techniques with ergonomics and contemporary aesthetics, these two watches have opened new technical and creative horizons for Audemars Piguet.

The exhibition also shed light onto the Manufacture’s search into materials, gemstones, form language and colour. Visitors could notably admire the exclusive 41 mm Royal Oak Selfwinding Rainbow set, released in 2022, which comprises ten white gold selfwinding hours, minutes and seconds timepieces. Each timepiece is entirely paved with a different baguette-cut coloured gemstone so as to form a rainbow when all the pieces are put side by side.

Lastly, the exhibition featured several workbenches where AP artisans shared more details about the brand’s legacy and savoir-faire while showing timeless timepieces merging design with mastery. Visitors were also invited to explore a variety of materials and gemstones, to better understand their physical properties and their unique transformative journey into high-end ergonomic watch designs.

To further share its passion for its craft, Audemars Piguet participated in the Dubai Watch Week hands-on workshop programme, with two dedicated masterclasses. Visitors were able to try their hand at refined Haute Horlogerie decorations, or explore gemstones and gemsetting under the guidance of experts.