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Dubai is always buzzing with activity, and this week is no exception to the rule. Bringing Swiss expertise to the UAE, Richemont’s Specialist Watchmaking Maisons—A. Lange & Söhne, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Roger Dubuis, and Vacheron Constantin—announce the third edition of Experience Time from February 6 to 9, 2025. Joining this year are Montblanc and L’ÉCOLE Middle East, School of Jewelry Arts supported by Van Cleef & Arpels, as the official educational partner. Hosted across Dubai Mall and L’ÉCOLE’s Dubai Design District campus, the event invites guests to explore the precision, heritage, and innovation behind luxury watchmaking.
Experience Time has established itself as the definitive experience for horology enthusiasts in the Middle East since its inception in 2022. This year’s edition offers live demonstrations, interactive workshops, and expert-led talks, where attendees can engage with master artisans, explore flagship boutiques, and participate in activations highlighting each Maison’s craftsmanship.
There’s really something for everyone at Experience Time. IWC Schaffhausen offers a Virtual Manufacture Visit with a 30-minute digital journey into its horological universe, while the IWC Watch Spa provides personalised care for timepieces under the weather. At Jaeger-LeCoultre, guests get to choose between the Reverso Stories Discovery Workshop or a hands-on Watchmaking Masterclass. A. Lange & Söhne’s Master watchmaker Robert Hoffmann demonstrates the mechanics of the Datograph movement, while Montblanc debuts a diagnostic machine for timepiece analysis and a leather-strap customisation session with artist Hakim Idriss.
For anyone fancying a beverage among the horde of activities, the Postcard from Florence activation at Panerai pairs Italian coffee with a showcase of its new tapered metal bracelet collection; for those seeking something more fast-paced, Roger Dubuis’ motorsport-themed Secret Room features a racing simulator and highlights the brand’s high-octane partnerships. Vacheron Constantin’s Gemsetting Workshop lets guests craft their own bezel under expert guidance.
There’s even an opportunity to make it a family event, with L’ÉCOLE Middle East’s participation. Expert talks on jewellery history and Kids’ Workshops guide budding creators in taking their first steps into the artisan world.
About the event, Richemont MEIA stated, “We are delighted to return with Experience Time, now partnered with L’ÉCOLE Middle East. With Montblanc’s addition, we aim to showcase extraordinary savoir-faire and deepen our connection with collectors.” A representative from Dubai Mall added, “We are proud to host this celebration of heritage and innovation, reaffirming our role as a premier luxury destination.”
It’s safe to say that Experience Time is the place to be this week for horology aficionados. Those interested can book appointments through the official website.
