From Vicenza’s golden streets to Milan’s avant-garde studios, Italy’s illustrious history in jewelry and watchmaking was showcased in the UAE.
At the Italian Pavilion during the 56th Middle East Watch & Jewellery Show, held at Expo Centre Sharjah from September 24-28, discerning collectors, buyers, and enthusiasts embarked on a curated experience.
Organized by the Italian Trade Agency (ITA) alongside CNA, and backed by Italy’s Ministry of Foreign Affairs and International Cooperation, the Pavilion featured 50 renowned houses and emerging talents.
Italy’s presence in the UAE highlights its pivotal role in one of the region’s most vibrant luxury markets. Jewelry sales in the Emirates reached €3.1 billion in 2024 with a projected annual growth rate of +3.8% through 2029. Within this burgeoning market, Italian artisans lead, blending artistic brilliance and investment value. From January to June 2025, Italian jewelry exports to the UAE hit €712 million, underscoring enduring trust in Made in Italy.
Valerio Soldani, Italian Trade Commissioner to the UAE, stated: “Italy’s luxury ethos is rooted in honoring centuries of craftsmanship while embracing modernity. The UAE, with its refined market and love for excellence, remains a key partner. At the 56th Middle East Watch & Jewellery Show, the Italian Pavilion offers a unique chance for our companies to engage with buyers, reinforcing Italy’s global luxury leadership.”
In fine jewelry alone, Italy’s exports to the UAE grew by 17% year-on-year, significantly outpacing the broader market. Italian brands have introduced innovations like lab-grown diamonds, advanced laser personalization, and travel-friendly reproductions. They also experiment with rare materials like pink coral, artfully paired with diamonds and gold, showing how heritage and modern creativity set global trends.
Italy’s companies actively participate in B2B exhibitions, showcasing designs and sharing advanced machinery and techniques. These efforts emphasize Italy’s role as a guardian of tradition and a leader in innovation.
Italy’s strategy spans beyond exhibitions. An omnichannel approach keeps brands visible and connected across various platforms — from retail partnerships to e-commerce, bespoke commissions, and private appointments. The UAE, with its digital-savvy and trendsetting consumers, is ideal for this strategy. For Italian companies, it’s about shaping global luxury’s future.
Over 600 Italian companies have established a presence in the Emirates, seeing the market as a strategic hub and a bridge to the broader region.
