ITALY’S GOLDEN LEGACY DAZZLES THE UAE: MASTER ARTISANS REDEFINE TIMELESS LUXURY

From the historic gold streets of Vicenza to the avant-garde ateliers of Milan, Italy’s centuries-old mastery in jewellery and watchmaking has found a captivating stage in the UAE. The Italian Pavilion at the 56th Middle East Watch & Jewellery Show, held at Expo Centre Sharjah from 24–28 September, offers collectors, connoisseurs, and industry professionals an extraordinary showcase where heritage and innovation seamlessly converge.

Curated by the Italian Trade Agency (ITA) in collaboration with CNA, and supported by Italy’s Ministry of Foreign Affairs and International Cooperation, the Pavilion brings together 50 celebrated maisons alongside emerging talents. Each exhibit demonstrates the hallmarks of Italian creativity: a delicate balance of timeless craftsmanship, contemporary design, and cutting-edge technology.

Italy’s presence in the Emirates underscores its pivotal role in one of the region’s most dynamic luxury markets. Jewellery sales in the UAE reached €3.1 billion in 2024, with a projected compound annual growth of 3.8% through 2029. Italian artisans continue to lead this expanding market, offering creations that combine artistic excellence with investment-grade value. From January to June 2025 alone, Italian jewellery exports to the UAE totalled €712 million, reaffirming the enduring admiration for “Made in Italy.”

Valerio Soldani, Italian Trade Commissioner to the UAE, highlighted Italy’s unique position: “Italy’s approach to luxury honours centuries of craftsmanship while embracing modern innovation. The UAE, with its sophisticated market and appreciation for excellence, remains one of our most strategic partners. At the 56th Middle East Watch & Jewellery Show, the Italian Pavilion offers an unparalleled opportunity for our companies to connect with buyers and reinforce Italy’s leadership in global luxury.”

More than a showcase, the Pavilion is a celebration of Italian design mastery. Visitors will encounter creations that merge classical goldsmithing with contemporary aesthetics — from intricately hand-set gemstones to innovative watch complications. Each piece tells a story, reflecting generations of family tradition while engaging a modern, global clientele. Italian houses avoid mass production; every jewel or timepiece becomes a dialogue with the wearer, whether reviving a cherished design or introducing a bold new concept.

The results are striking. In the fine jewellery segment, Italy’s exports to the UAE grew by 17% year-on-year, outpacing the wider market. Italian brands are innovating with lab-grown diamonds, advanced laser personalisation, and travel-friendly reproductions of high-value originals. Rare materials such as pink coral, artfully paired with diamonds and gold, showcase how heritage and creativity merge to define global trends.

Made in Italy stands for evolution without compromise. From bold, colourful statements to understated elegance, Italian creations offer something for every collector. Italian companies actively share their expertise through exhibitions, showcasing advanced machinery and intricate techniques that reinforce their dual role as guardians of tradition and drivers of innovation.

Italy’s strategy extends beyond exhibitions. Brands employ an omnichannel approach, from retail partnerships and e-commerce to bespoke commissions and private appointments. With the UAE’s digitally savvy and trend-setting consumers, Italian artisans are not only meeting demand — they are shaping the direction of global luxury itself.

Over 600 Italian companies have established a presence in the Emirates, viewing the market as both a strategic hub and a gateway to the wider region. The Italian Pavilion’s 50 exhibitors — from iconic maisons to emerging designers — offer UAE audiences a rare, immersive experience in elegance, innovation, and enduring quality. Italy’s influence on the region’s luxury landscape is palpable, reinforcing why Italian design continues to shine as a symbol of excellence worldwide.

 For updates, follow @ITAdubai on Twitter and Instagram, ITA – Dubai Office on LinkedIn, and the Italian Trade Agency on YouTube.

Rahma Himid
Ad Store UAE
+971 56 826 3211
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