RIYADH — Ahmed Seddiqi is stepping beyond its UAE home base for the first time in its 75-year history, opening a flagship boutique in Riyadh that signals the family-owned retailer’s ambitions for regional growth in the Middle East’s booming luxury market. The 4,400-square-foot boutique on the prestigious Tahliah Street opened Tuesday, showcasing more than 25 watch and jewelry brands across dedicated floors in a layout designed to elevate the customer experience. The move comes as Saudi Arabia‘s luxury retail sector continues its dynamic expansion, with Swiss watch exports to the Kingdom surging 31 percent in March 2024.

“2025 is a significant year for the business,” Mohammed Abdulmagied Seddiqi, chief executive officer of Ahmed Seddiqi, told WWD. “It marks 75 years since being established by my late grandfather Mr. Ahmed Qassim Seddiqi, an ever-evolving portfolio of luxury watch and jewelry brands and a recently refreshed identity of the business to Ahmed Seddiqi.”

The timing reflects both milestone and momentum. Saudi Arabia’s transformation into a global luxury hub under Vision 2030, coupled with a new generation of younger collectors has created what Seddiqi describes as an “incredibly exciting” opportunity for the region.

Independent Brands Take Center Stage

The boutique’s assortment reflects Ahmed Seddiqi’s strategy of positioning independent watchmakers alongside established luxury houses. Ressence, Bremont and H. Moser & Cie anchor the independent watch offering, while Girard-Perregaux and Ulysse Nardin represent Swiss haute horlogerie.

“We have always highlighted the importance of independent brands and craftsmanship to audiences and as such, this will continue to be our focus in Riyadh as we look to complement the Kingdom’s luxury offering,” Seddiqi said.

On the jewelry side, the retailer is introducing two Italian brands, Palmiero and Picchiotti, to the Saudi market for the first time, alongside Suzanne Kalan’s contemporary fine jewelry.

“There was a lot of thought and consideration that went into our flagship boutique in the Kingdom,” Seddiqi explained. “From the design aesthetics, exterior facade, training our retail team and curating the brands in our portfolio, all these aspects are unique to Ahmed Seddiqi.”

The boutique features four VIP rooms for private appointments, branded shop-in-shop areas and a hospitality zone. A notable service component includes an on-site watch technician for immediate repairs and servicing, a point of differentiation in the market.

“We will also have an in-house watch technician in the boutique to support clients with immediate fixes and servicing requirements,” Seddiqi noted, extending the expertise of Ahmed Seddiqi’s Swiss Watch Services center in Dubai, described as the largest independent after-sales facility of its kind.

For Seddiqi, the expansion is about more than retail presence, its also building a cultural destination. “We look forward to cultivating a community of horology and jewelry enthusiasts as we build lasting relationships with new and existing clients,” he said. “Our goal was to build a cultural destination that is rooted in hospitality, trust, and expertise, and in line with Saudi Arabia’s transformation as a global luxury hub.”

The emphasis on education and experience aligns with the company’s long-term approach. “We are eager to continue to create unique experiences for the audience in Saudi Arabia and provide a platform that drives awareness and education on horology, luxury, and craftsmanship,” Seddiqi added.

Measured Growth Ahead

Asked whether additional Saudi locations are planned, Seddiqi took a cautious tone. “For now, the flagship boutique is our focus from an expansion perspective. In due course, if an opportunity arises that feels right for the business we will certainly explore this.”

The approach reflects the company’s family business DNA. Abdul Hamied Seddiqi, chairman of Seddiqi Holding, emphasized the milestone: “As a family business that is currently celebrating its 75th anniversary, this expansion marks a big moment for us all as we continue to honor our founder’s vision.”

Mohammed Abdulmagied Seddiqi sees the Saudi expansion as a natural evolution of that founding vision. “My grandfather was driven by his passion for watches and to this date, that is something we as the third and fourth generation in the business look to as we honor his legacy and vision,” he said. “We remain committed to collaborating and listening to our stakeholders and clients, building stronger connections with brands and partners, and pioneering the luxury retail landscape for years to come.”

The retailer operates more than 50 boutiques across the UAE and carries more than 100 brands. The Riyadh opening represents what the company calls “a market-first for the audience,” suggesting its curated approach to independent watchmaking and personalized service may find fertile ground in one of the world’s fastest-growing luxury markets.