In the UAE, luxury is more than a purchase. It is an experience, a lifestyle, and a statement. The glittering showcases of jewellery and watches tell stories not only of wealth but of heritage, artistry and innovation. And increasingly, those stories are written in Italian.
Jewellery sales in the Emirates touched AED 13.48 billion in 2024, reflecting a nation where taste, sophistication and investment converge. From Sharjah’s Watch & Jewellery Middle East Show to Dubai’s Jewellery, Gem and Technology (JGT) fair, luxury has become a central part of the UAE’s cultural identity. For Italian maisons, whose names are synonymous with elegance, the Emirates represent not just a market but a stage.
From the goldsmithing ateliers of Arezzo to the jewellery houses of Valenza and the design streets of Milan, Italy has always been the heart of craftsmanship. But what makes “Made in Italy” so enduring is its ability to balance tradition with reinvention. In the first half of 2025, Italian jewellery exports to the UAE reached €712 million, a testament to Emirati consumers’ trust in the creativity and quality of Italian design.
This trust is visible not only in boutiques but also in collaborations. In 2024, the Italian Trade Agency partnered with Level Shoes to bring new collections of Italian fashion, accessories and jewellery to an online audience in the Emirates. It was not just about commerce, but about making craftsmanship accessible, allowing discerning buyers to discover a story behind every piece.
The modern luxury buyer is no longer satisfied with beauty alone. Across the Middle East, younger generations are demanding pieces that speak of sustainability, ethical sourcing and digital transparency. They want to wear jewellery that connects the past with the future. Italian houses are responding by experimenting with recycled gold, traceable diamonds, and designs that blend timeless artistry with contemporary lifestyles.
For Emiratis and residents alike, exhibitions are where this connection comes alive. Walking through the Italian Pavilion at the Watch & Jewellery Middle East Show, visitors encounter not just collections but conversations between heritage and modernity, between Milan and Dubai, between history and the future. Last year alone, over 400 meetings at the Pavilion turned into new collaborations, many of which will shape the pieces arriving in boutiques over the coming seasons.
What sets the UAE apart is its role as a convener of global culture. A city like Dubai is not merely a place to buy luxury; it is where luxury is lived. Cafés in DIFC, evenings in Downtown, or private showings in Jumeirah, every corner of the city reflects a community fluent in the language of style. For Italian brands, this is the perfect canvas to showcase their craft.
Looking ahead, the bond between Italy and the UAE promises to deepen. Beyond the numbers and trade agreements lies a shared vision: that luxury should be timeless, innovative and deeply human. Whether it is an Emirati bride choosing a necklace from Valenza or a young professional investing in a Milanese timepiece, these choices reflect more than taste — they reflect identity.
In the UAE, Italian luxury is not just bought. It is lived, celebrated, and passed on as heritage, as memory, and as a promise of the future.
This article is written exclusively for The Gulf Pulse by Valerio Soldani, Trade Commissioner to the UAE for the Italian Trade Agency (ITA)
