Italian artistry and innovation are taking center stage at the 56th Watch & Jewellery Middle East Show, where the Italian Pavilion will present a striking display of fine jewelry and watchmaking from September 24 to 28 at the Expo Centre Sharjah.
Organised by the Italian Trade Agency (ITA) in collaboration with CNA and supported by Italy’s Ministry of Foreign Affairs and International Cooperation, the pavilion unites 50 renowned Italian maisons and emerging designers. Visitors are invited to explore a curated collection that blends classical goldsmithing with contemporary design and cutting-edge technology—hallmarks of Italy’s global luxury reputation.
Italy’s presence underscores its pivotal role in the UAE’s expanding luxury market. Jewellery sales in the UAE reached €3.1 billion in 2024 and are projected to grow at a compound annual rate of 3.8% through 2029. From January to June 2025 alone, Italian jewellery exports to the UAE totalled €712 million, highlighting the region’s enduring appetite for “Made in Italy” craftsmanship.
Lorenzo Fanara, Italy’s Ambassador to the UAE, stated that the UAE offers “a prestigious stage to highlight this dynamic exchange,” thereby reinforcing the cultural and commercial ties between the two countries. Valerio Soldani, Italian Trade Commissioner to the UAE, noted that the pavilion offers Italian brands “an unparalleled opportunity to connect with buyers, reinforcing Italy’s leadership in the global luxury arena.”
The Italian Pavilion invites collectors, buyers, and connoisseurs to experience a rare fusion of heritage and innovation—from intricately hand-set gemstones to avant-garde watch complications. With fine jewellery accounting for over 93% of UAE jewellery sales in 2024 and steady annual growth projected, the event highlights Italy’s enduring influence on the region’s high-end market.
