Overview
- The seventh edition moved into a custom-built venue at the base of the Burj Khalifa that organizers said was twice the size of 2023.
- Attendance was reported at roughly 49,000 over five days, an increase of about 113%, with more than 8,000 people on day one.
- Rolex CEO Jean‑Frederic Dufour shared a widely discussed public session with Seddiqi Holding chairman Abdul Hamied Seddiqi, and Patek Philippe CEO Thierry Stern was in attendance.
- Brands treated the show as a launch platform, with releases including Tudor’s 36mm Ranger, the Urwerk x Ulysse Nardin UR‑FREAK, the revived Gerald Genta Gentissima Oursin 41, and Chopard’s L.U.C Grand Strike, alongside an Audemars Piguet “living museum.”
- Programming emphasized open access and education through panels and masterclasses by Hermès, Hublot, Audemars Piguet and Bvlgari, while attendees showcased museum‑level rarities on the wrist.