Alice Holtham-Pargin, Mark Mathew, Rob Chilton, Sanoor Rasheed, Vaarunya Bhalla, Vama Kothari
HEAD OFFICE
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EDITOR’S LETTER
Winter Wonderland
Is there a better time to be in the UAE than during the winter season? I think not! So even if this issue has the moniker Winter Escape, who would want to be anywhere else when the weather is this nice, the nights are cool and inviting and there are so many activities, openings and events to attend, that we are all spoiled for choice?
The same could be said for this issue of Emirates Man. We have filled the pages with such an abundance of articles, think pieces, sartorial round-ups and grooming advice that it's hard to know what to turn to first. But…if I may be so bold… the cover story with Adel Mardini, the Founder and CEO of Jetex, (pg26) is a great place to start.
Mardini is a man who knows how to –with pure force of will and a drive that might make Elon Musk nod with approval – turn an ambitious dream into a reality that can transform an industry. This year marks the 20th anniversary of Jetex. But that milestone has only motivated Mardini to push harder to transform his aviation company into a global luxury lifestyle business. A goal I have no doubt he will meet.
Speaking of anniversaries, it has been 10 years since the first ever Dubai Watch
Week took place. We decided to take a deep dive into why this event has become such an industry standard in such a short time, particularly as it only happens every two years. Check out A Matter of Time (pg48) to discover what makes DWW tick. Other great page turners include our profile article with the artist Omar Al Gurg (pg72), a walk through of the new Dunhill store in the Dubai Mall with the brand’s Creative Director Simon Holloway (pg38), and a sit down conversation with the dynamic duo behind the hottest restaurant in town – Carbone (pg74).
I have no doubt, just like this season in the UAE, you will find something that captures your imagination.
Happy reading,
jessica.michault@motivate.ae
FOILING ANYONE?
If you haven’t been keeping track of the fastest growing sailing sport in the world, where have you been? The Championship-deciding Mubadala Abu Dhabi Sail Grand Prix 2025 takes place on 29-30 November. It’s going to be a thrill ride.
SING ALONG
The addictive earworms that Calvin Harris has created – One Kiss,WeFoundLove,Summer – can all be experienced first hand in Dubai on Saturday, 29 November when the Scottish musician takes over Ushuaïa. Look for me singing my heart out right at the front.
MAN UP
The American orator and academic Scott Galloway’s new book, NotesonBeingaMan, is something of an operator’s manual for modern men. Filled with life lessons and personal advice, it touches on topics like fatherhood, the power of kindness and nurturing innate talents. The perfect festive gift for all the bros in your life.
CONTENTS
p.08
Monitor News
p.10
The Boys Toys
p.12
The Sound of the Season – All the unmissable winter concerts in the UAE
p.30
p.14
Sporting Spectacles – Your guide to a season of worldclass athletic pursuits
p.16
Well Groomed
p.18
The Edit – New season wardrobe essentials for cooler days ahead
p.24
Brand of Brothers –Orlebar Brown and Lamborghini team up again
p.26
The Sky’s the Limit –Adel Mardini, the Founder and CEO of Jetex, is redefining the meaning of luxury travel
Layers of Distinction –Brioni stacks on the style
p.36
This is a Man’s World – Simon Holloway of Dunhill is rewriting the codes of British menswear
p.40
Deep Impact – After 130 years, Berluti knows what stands the test of time
p.44
A Solid Foundation –Concrete’s COO, Matteo Zappalà, is building a new global fashion brand
p.46
Dubai Watch Week marks its 10th anniversary
p.50
A Moment in Time –Watch brands celebrate Ahmed Seddiqi’s 75th anniversary
p.56
Time Quest – Vacheron Constantin marks its 270th year with a celestial masterpiece
Fitness & Grooming
Lifestyle
p.66
The Fire Within –Chef Omar Basiony brings his Chicago swagger and inventive culinary flair to Bâoli Dubai
p.68
The Wynning Eye –Ahead of the debut of Wynn Al Marjan, we talk vision, legacy and creating a modern hospitality marvel with the man
behind the design mastery, Todd-Avery Lenahan
p.72
The Human Element –Omar Al Gurg, founder of the furniture studio Modu Method, is building a creative practice centred on connection and conscious design
p.58
Wellness Awareness –Will Ahmed, CEO of WHOOP, turned personal curiosity into a powerful wearable tech
p.60
Engineer of Emotion –Arnaud Poulain of Les Eaux Primordiales is creating a new architecture for fragrance
p.62
Unlocking Longevity –Discover how Dr. Elie Abirached’s longevity strategies can help reclaim the vitality of youth
p.64
Form and Function –Technogym’s Connected Dumbbells create frictionless home fitness
p.74
Behind the Sauce – Chef & Co-Founder Mario Carbone and Co-Founder Jeff Zalaznick discuss what it takes to create one of the world’s most talkedabout dining experiences
p.78
Dutch Treat – Avani Museum Quarter Amsterdam Hotel
The Winter Wardrobe
The latest launches, new openings and hero buys
WORDS: SARAH JOSEPH
FRAMING THE FUTURE
The new Montblanc Fall/Winter 2025 eyewear collection captures the essence of modern refinement through precision and craftsmanship. Each frame is a study in balance, where elevated materials meet meticulous detailing, and timeless Montblanc codes are reinterpreted for today’s man.
THREE TO OWN
THE HERO BUYS
Suede-Trimmed Storm System
Cashmere Hooded Coat
Dhs24,555 Loro Piana
Brown Leather Belt Dhs1,300 Eleventy
Xon Straight-Leg Virgin WoolFlannel Drawstring Trousers
Dhs5,900 The Row
Perforated Glossed-Leather Penny Loafers
Dhs3,168 Celine
Vivienne
Oud Zarian Eau de Parfum 100ml Dhs2,350 Creed Fragrances
Camden Twin Workcase Dhs1,850 Nappa Dori
Connected Calibre E5 Dhs5,876 Tag Heuer
THE ARABIAN GALLERY AT THE IDENTITY
DESIGN AWARDS 2025
Celebrating creativity with exceptional art pieces from the UAE including...
Sir Wilfred Thesiger, Ana Laserna Villa, Mai Majdy, and Sonu Sultania.
TO CONTEMPORARY
OAKLEY META VANGUARD
Oakley’s latest collaboration with Meta brings AI into the world of high-performance sport. The Meta Vanguard glasses do more than protect your eyes: they record, track, and analyse your every move, all hands-free. Think Strava and Garmin integrations, a POV camera, and real-time training feedback, all inside Oakley’s unmistakable frames. Dhs1,833 Oakley
BEO GRACE WIRELESS EARBUDS
Sculpted from aluminium with a smooth, weighted finish, these Bang & Olufsen earbuds feel more like a timeless piece of jewellery than tech. The brand’s long tradition of craftsmanship shows in the smallest details, from the quiet click of its controls to the satisfying precision of the fit. Adaptive noise cancellation learns your surroundings, while spatial audio adds a sense of depth that feels cinematic. Six microphones filter wind and chatter, and subtle touch sensors respond to natural gestures. Longevity is built in: battery life stretches through the day, with a playback that can last well beyond your goto playlist. Dhs5,509 Bang & Olufsen
THE BOYS TOYS
From performance wearables to precision sound, the newest gear and gadgets built for life in the great outdoors
WORDS: CAMILLE MACAWILI
PHANTOM ULTIMATE
Devialet’s Phantom Ultimate continues the brand’s pursuit of absolute clarity. Built in Paris, the Phantom Ultimate 108db is crafted for the new generation, featuring a refined sculptural form and a high-resolution sound experience. Every element – from the matte finish, audio power of 1,100 watts, and extended frequency range – feels elevated, controlled, and considered. Dhs13,660 Devialet
MERCEDES-MAYBACH V12 EDITION
The latest Mercedes-Maybach V12 Edition is a study in precision and restraint. Only 50 will exist – each with a hand-finished olive and black paintwork, brown leather interior and gold detailing that nods to the Zep-
pelin lineage that overall feels more atelier than automotive. Beneath it all, a 6.0-litre V12 produces 612 horsepower with barely a sound, exuding a quiet yet powerful kind of luxury. It’s the kind of car designed for those who prefer craftsmanship over noise.
POA Mercedes-Benz
WHOOP 5.0
WHOOP 5.0 is a sleeker, smarter, more precise and capable version of what was already one of the best wellness trackers in the game – a worthwhile upgrade for data obsessives and anyone who trains seriously and uses the wearable as a full-time coach. The longer battery life alone is a luxury, making it easier to live with and the kind of performance tool you forget you’re wearing. Still screenless and discreet, it sits on your wrist like a simple band and provides data you’ll actually pay attention to when you want to. The big talking point in this upgrade is the “MG” version, which adds ECG and blood pressure tracking, giving it a bold move closer to clinical territory. But there’s a catch. These advanced metrics sit behind WHOOP’s new tiered membership model. To get ECG and BP, you’ll need to be on the premium “Life” plan to unlock them. Dhs569 WHOOP
IPHONE 17 PRO
The iPhone 17 Pro looks familiar at first, but every detail feels more deliberate. The new 6.9-inch Super Retina XDR display is brighter and smoother, making everything from scrolling to streaming look effortless. The body is thinner with a new colour palette of Cosmic Orange, Deep Blue, and Silver. Photography takes a step forward with a 48MP Dual Fusion camera system and a front camera that captures sharper detail and colour. Dhs4,699 Apple
WORDS: SARAH JOSEPH
THE SEASON
As the cool season settles in, the UAE’s cultural calendar strikes a high note with a line-up of worldclass performances set against its most scenic backdrops. From Saadiyat Nights in Abu Dhabi, where John Mayer will serenade audiences under the stars, to John Legend’s glittering New Year’s Eve performance, this winter promises a symphony of unforgettable memories with the finest talent from around the globe. Here is our curated winter concert guide, so you don’t miss out on a major music moment.
UNTOLD Festival Dubai
The highly-anticipated festival returns bringing four electrifying nights of music, lights, and legendary performances to the city. One of the world’s biggest electronic music festivals, the Romanian-born phenomenon has earned global acclaim for its sold-out shows and immersive production. This year’s star-studded line-up features Martin Garrix, Armin van Buuren, Alan Walker, Steve Aoki, and J Balvin, alongside icons like Eric Prydz, Axwell, Hot Since 82, and Saweetie. With breathtaking stage design, high-energy performances, and an atmosphere unlike any other, UNTOLD Dubai promises an unforgettable weekend for every music fan. The four day General Admission ticket prices start at Dhs550. Nov 6-9, 2025, Dubai Parks and Resorts
Calvin Harris at Ushuaïa
Experience Calvin Harris live, where the renowned DJ will showcase his jaw-dropping catalogue of chart-topping hits and bona fide danc e anthems once again at Ushuaïa. Ticket prices start at Dhs250. Nov 29, 2025, Dubai Harbour
Emirates Dubai 7s
This three-day event, where the blistering pace of international rugby sevens, elite netball, and competitive cricket share the stage with live concerts from global artists, is an annual staple in the UAE. The 2025 edition features a stellar lineup including Sean Paul, Shaggy, Tinie Tempah, and DJ EZ. Ticket prices for the exclusive 3 day pass start from Dhs525.
Nov 28-30, 2025, The Sevens Station
Yasalam After‑Race Concerts
With a Grand Prix ticket granting guests access, the four-night celebration of sound during F1 kicks off on Thursday 4 December with TikTok-star-turned-chart-topping singer-songwriter Benson B oone taking centre stage. Friday 5 December proposes
an interesting combination with genrebending superstar Post Malone and ArabLatin fusion sensation Elyanna sharing a double bill. On Saturday 6 December, rock royalty Metallica will deliver a head-banging evening, followed by Sunday 7 December’s boundary-breaking pop spectacle from global icon Katy Perry. Visitors can expect shimmering stage lights, dazzling production, and the race-weekend crowd tuned into one unforgettable party under the stars. The House Premium four day General Admission ticket prices start at Dhs2,995. Dec 4-7, 2025, Etihad Park Abu Dhabi
The return of Sole DXB Dubai’s definitive festival of culture and creativity, Sole DXB, returns this December with a powerhouse line-up featuring three GRAMMY award-winning headliners; Kaytranada, Tyla, and Miguel. The three-day celebration will fuse music, fashion, art, sport, and food into one dynamic experience. From Kaytranada’s genreblending beats to Tyla’s Afro-R&B allure and Miguel’s soulful performance, this year’s edition captures the global rhythm of contemporary culture, reaffirming Sole DXB’s place as the region’s most anticipated stage for style and sound. The three day General Admission tickets start at Dhs549. Dec 12 -14, 2025, Dubai Design District (d3), Dubai
Pitbull at the Coca-Cola Arena Global superstar Pitbull is set to ignite the Coca-Cola Arena stage on Saturday, 14 December 2025, as part of his electrifying I’ m Back tour. True to his moniker Mr. Worldwide, the Grammy-winning artist brings his signature blend of charisma, rhythm, and unstoppable energy to Dubai for one unforgettable night. Fans can expect a powerhouse setlist of global anthems, from Give Me Everything and Fireball to Timber and Don’t Stop the Party, performed with the slick production and high-voltage flair that define his live shows. Presented by Live Nation Middle East, this one-night-only spectacle promises a fusion of music, movement, and pure Miami heat. For those seeking the ultimate experience, exclusive VIP packages offer early access, premium seating, bespoke merchandise, and limited-edition collectibles. Ticket prices start at Dhs299. Dec 14, 2025, Coca-Cola Arena Dubai
New Year’s Eve with Maroon 5
As the final hours of 2025 unfold, Atlantis, The Palm prepares to host the city’s mo st glamourous affair, The Gala Din-
ner Under the Stars. The resort’s legendary New Year’s Eve celebration returns in true Atlantis style, promising an evening steeped in elegance, energy, and unbridled revelry. Guests dine beneath a starlit sky with an opulent buffet crafted by worldclass chefs, endless pours of Champagne, and captivating live performances headlined by global pop icons Maroon 5. As the clock nears midnight, the Palm’s skyline will erupt in one of Dubai’s most breathtaking fireworks displays to mark the arrival of 2026 in spectacular fashion. Ticket prices start at Dhs6,500.
Dec 31, 2025, Atlantis The Palm, Dubai
Ring in the New Year with John Legend
Emirates Palace Mandarin Oriental will welcome 2026 with a night of elegance, glamour, and world-class entertainment headlined by EGOT winner, John Legend. In partnership with Theory Eleven Entertainment and DCT Abu Dhabi, the celebration includes a grand cocktail reception, gourmet gala dinners across the Palace’s Michelinstarred venues, and a spectacular midnight
fireworks show followed by an exclusive after-party. Guests can book stay packages that include the full experience or opt for ticket-only access, available in Silver, Gold, Platinum, and Royal tiers starting from Dhs3,500 via Platinum List. A black-tie or national dress code sets the tone for Abu Dhabi’s most anticipated New Year's Eve celebration. Ticket prices start at Dhs3,500. New Year’s Eve, Dec 31, 2025, Emirates Palace Mandarin Oriental, Abu Dhabi
A night with John Mayer
The seven-time GRAMMY award-winning artist John Mayer is set to make his UAE capital debut on 24 January, 2026 as part of Saadiyat Nights, Abu Dhabi’s open-air concert series on Saadiyat Island. Known for his soulful vocals and masterful guitar work, Mayer will perform his greatest hits, from Gravity and Slow Dancing in a Burning Room to Your Body Is a Wonderland and Daughters, for an unforgettable evening of pop, rock, and blues under the stars. Ticket prices start at Dhs970.
Jan 24, 2026, Saadiyat Island, Abu Dhabi
SPORTING SPECTACLES
Your curated guide to a winter of world-class athletic pursuits
WORDS: AMINATH IFASA
Winter is coming and with it a panoply of sporting events designed to take full advantage of the coolest months in the UAE. This season the world’s most elite athletes, from the fairways to the race tracks, will be flocking to the region. Consider this your definitive guide to the finest sporting moments and world-class competition you won’t want to miss.
Dubai Fitness Challenge
Initiated by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, this month-long celebration is a cultural shift towards health and wellness. The challenge invites everyone, regardless of fitness level, to complete 30 minutes of daily exercise for 30 days, filling the calendar with free city-wide workouts, from mass yoga sessions and HIIT classes to the unparalleled thrill of running on a car-free Sheikh Zayed Road. It’s a chance to tap into the city’s collective pulse and become part of Dubai’s most inclusive fitness community. Nov 1-30, 2025, various locations in Dubai
Dubai Premier Padel P1
More dynamic and accessible than tennis, padel has captured the region’s imagination, and this tournament is its undisputed peak. The Dubai Premier Padel P1 brings the sport’s global gladiators – the power and precision of its top-ranked stars – to the glass-walled court for a week of electri-
fying, rapid-fire rallies. With a major prize pool on the line and an atmosphere that’s more vibrant festival than formal tournament, it’s the perfect occasion to understand exactly why this strategic game has become the sporting world’s new obsession.
Nov 10-16, 2025, Dubai Duty Free Tennis Centre, Al Garhoud
Abu Dhabi Grand Prix
There is no more dramatic or glamourous way to close the global Formula 1 calendar than under the glittering lights of Yas Marina Circuit. The racing schedule builds from practice on Friday to the championship-deciding race on Sunday, but the offtrack experience is equally as exciting. The weekend features five fan zones and four nights of epic concerts at Etihad Park, with headline performances from Post Malone, Metallica, Katy Perry, and Calvin Harris headlining an official after-party. From sophisticated rooftop terraces to vibrant trackside brunches, it’s a long weekend that is a true sensory overload in the very best way possible.
Dec 4-7, 2025, Yas Marina Circuit, Abu Dhabi
DP World Tour Championship
This is the grand finale of the DP World Tour, the dramatic culmination where the entire season reaches its breathtaking conclusion on the immaculate Earth Course. The world’s top 50 golfers, with no cut to worry about, compete solely for this presti-
gious title, with the year’s best battling for the trophy and a staggering prize fund that totals $9 million USD.
Nov 13-16, 2025, Jumeirah Golf Estates, Dubai
Dubai Racing Carnival
The stage is set for another thrilling season of world-class horse racing at the iconic Meydan Racecourse, spanning 17 spectac-
ular meets. This is where the city comes together, transforming cool winter evenings into a vibrant destination for connoisseurs and socialites, all building towards the historic 30th running of the Dubai World Cup in March 2026. The season is anchored by major feature days like the festive December meets and the key preparatory Emirates Super Saturday, each blending top-tier thoroughbred action with signature Dubai
hospitality and entertainment, from elegant Fashion Friday to the grand finale itself.
Nov 7, 2025 – Mar 28, 2026, Meydan Racecourse, Dubai
Emirates Dubai 7s
This is the region’s biggest sports and music festival, a sprawling three-day carnival where the blistering pace of international rugby sevens, elite netball, and competitive crick-
et shares the stage with live concerts from global artists including Sean Paul, Shaggy, Tinie Tempah, and DJ EZ. With over 5,000 athletes, 36 participatory tournaments, its biggest-ever kids’ zone, and non-stop entertainment across multiple stages, it’s a weekend that perfectly captures the dynamic, international spirit of the city.
Nov 28-30, 2025, The Sevens Stadium, Dubai
COMPILED BY: CAMILLE MACAWILI
WELL GROOMED
Grooming essentials made for winter escapes, whether navigating the city, hitting the slopes or living on island time
From top left: Oud Wood Conditioning Beard Oil 30ml Dhs266 Tom Ford; Crème VIP O2 50ml Dhs808 Biologique Recherche; Crema Nera Foam-In-Cream Cleanser 150ml Dhs485 Armani; Black Rose & Oud Body Wash 450ml Dhs140 Salt & Stone available at Sephora; Sauvage Eau De Parfum 60ml Dhs450 Dior; Face Cream Men 50ml Dhs630 Dr. Barbara Sturm; Le Soin Noir Eye Cream 20ml Dhs1,012 Givenchy; Sisleÿum Revitalizing Toning Lotion 150ml Dhs630 Sisley; Plant-based Deodorant in Santalum Dhs126 Corpus Naturals available at Okta
COMPILED
BY
CAMILLE MACAWILI
Below: Sunglasses Dhs1,524 Ferragamo; Shearling Trucker Jacket Dhs49,406 Zegna; Wool and Cashmere Polo Shirt Dhs1,206 Mr. P available at Mr. Porter; Orbit Flash Sneakers Dhs3,800 Bottega Veneta
Left from top: Santos de Cartier Watch Dhs35,300 Cartier; Quilted Gilet Dhs4,282 Eleventy; Fred Jeans Dhs3,489 The Row
Right: Couture Seam Trousers Dhs3,550 Givenchy
Left from top: Wool Jacket Dhs750 Massimo
Dutti; Croc Portfolio
Dhs5,839 Tom Ford
Right from top: Signature Rectangular-Frame Rimless Acetate and Gold-Tone
Sunglasses Dhs12,843
Cartier Eyewear; Wool Silk and Cashmere Trousers
Dhs7,750 Zegna
Left from top: Ivy Cashmere Baseball Cap Dhs2,813 Loro Piana; Knit Sweater Dhs9,156
Bottega Veneta; Rio Bodro
Trousers Dhs12,560 Loro Piana; Horsebit Mules Dhs3,600 Gucci
Right: CD Icon Half-Zip Sweatshirt Dhs6,700 Dior
This season’s staples to keep you looking slick and sharp
COMPILED BY CAMILLE MACAWILI
From top left: Leather Desert Boots Dhs3,415 Tod’s; Closer Two Day Briefcase Dhs13,343 Métier; Campo Flap Back Loafers Dhs4,500 Loewe; Large Rodeo Handbag Dhs21,350 Balenciaga; Eliot Slipper Dhs2,900 Jimmy Choo; Calfskin Handbag Dhs18,000 Brunello Cucinelli; Leather Loafers Dhs4,350 Prada available at Level Shoes; Croc-Embossed Bowling Bag Dhs9,900 Saint Laurent; James Lace-up Shoes Dhs5,750 Bottega Veneta
IMAGES: SUPPLIED; OPPOSITE PAGE: BRIONI
Brand of Brothers
On the eve of a second collaboration with Lamborghini, Orlebar Brown chief Adam Brown discusses the ups and downs that occur when two strong-minded brands join forces
WORDS: ROB CHILTON
When Adam Brown, the co-founder of the luxury men’s swimwear and resortwear brand Orlebar Brown, was a 10-year-old boy, he initiated a car design competition at school because he thought he stood a good chance of winning. He came fourth. But the disappointing result didn’t dampen his enthusiasm. “I’ve always loved cars,” smiles Brown. “I used to sketch them in bed when I was a kid and I loved reading my stepfather’s classic car magazines.” The 60-year-old former photographer is talking to Emirates Man over breakfast at Puente Romano beach resort in Marbella on Spain’s glamorous southern coast the day before his company unveils its second clothing collection with Automobili Lamborghini.
Orlebar Brown, which will celebrate its 20th anniversary in 2027, has collaborated with brands many times before but the partnership with the iconic Italian carmaker has given Brown and his design team the opportunity to push the brand into new and exciting areas. “Historically when you start a collection, you start with a place, a particular journey or an experience that captures a moment in time,” Brown explains. “With this collection, we started with pictures of Lamborghini cars everywhere.” Orlebar Brown’s design team pinned dozens of ideas and images onto a giant moodboard in the brand’s London HQ. Brown adds, “Then we start editing and see what lands –that’s the most exciting part.”
Whereas the first collection released in summer 2024 featured a colour palette of black and grey,
this year’s capsule pops with colours taken from the Lamborghini paint department such as Blu Vathys and Arancio Apodis. Brown describes it as “South Beach, Ocean Drive, Miami, 1980s. I wanted to pump up the colours to make it bold and confident. I had in my mind someone storming the streets in a Lamborghini.”
Colour, however, can be capricious. What looks amazing on a car chassis may not carry the same power on a piece of fabric. “Linen is a minefield because everything fades and becomes two shades lighter,” chuckles Brown. “It’s interesting because Lamborghini’s expertise is obviously in cars and leather but they don’t come into contact with a white linen shirt that often.” To prepare for the collaboration Brown and his colleagues spent a day at Lamborghini’s design studio in Italy, where his schoolboy enthusiasm for cars resurfaced. “Those millimetres are so precise, the design is phenomenal,” he says. “Lamborghini is one of those brands that is so design led and forward looking. Meeting the design team, visiting the factory, seeing how people put these cars together, that’s when you understand the obsession and passion.”
Headlights, body moulding, wheel spokes, door arches – Orlebar Brown designers took inspiration from numerous features of Lamborghini cars to create the latest collection, the third and final chapter of which will appear in summer 2027. “Our design team genuinely love these collaborations,” reveals Brown. “There’s nothing nicer than for a creative to be given a blank sheet of paper with no preconceptions.” As you would expect from a brand with Lamborghini’s eye for detail, each piece of clothing undergoes a thorough approval process with samples flying back and forth. “They have opinions on colour and weight of fabric, and rightly so,” says Brown. Orlebar Brown’s Chief Marketing Officer Trevor Hardy adds, “There’s a real rigour to it. They really appreciate fabric and craftsmanship.”
The idea for the collaboration with Lamborghini came from their CEO Stephan Winkelmann. “He’s a really good customer and shops in our Heathrow airport store a lot so there was already a genuine relationship,” shares Brown. “When you look at Lamborghini and what they’re doing and the exhilaration when you drive that car, I think the DNAs and values of our brands align.”
“WHEN YOU LOOK AT LAMBORGHINI AND WHAT THEY’RE DOING AND THE EXHILARATION
While these sorts of partnerships can increase brand visibility and find previously unreached customers, they also present their fair share of headaches. “Collaborations are always challenging but it’s a good challenge,” says Brown. “You’ve got to take different points of view on board, and people are fiercely protective about their brand. A collaboration never works if one brand overrides the other. Those first meetand-greet Zoom calls are like a first date, everyone’s on their best behaviour and you have to navigate your way through it. But I love how collaborations take the brand to places that it wouldn’t normally exist. They allow us to breathe, expand and contract and move in different directions.” Ever since Daniel Craig wore a pair of Orlebar Brown swim shorts for a night-
time pool swim in the 2012 James Bond movie Skyfall, the British brand has enjoyed huge global success, particularly in the Middle East. The region’s love for glamorous days – and evenings – in luxurious hotels and beach clubs has attracted male customers in their droves, as evidenced by busy stores in Mall of the Emirates, Dubai Mall, Atlantis the Royal, Mandarin Oriental Jumeira, and Galleria Mall in Abu Dhabi. Naturally, a collaboration with a supercar brand like Lamborghini was always going to be a hit in the Middle East. “The cars have a strength and a confidence and a modernity to them,” smiles Brown. “They come to life when you drive them.” The same could be said about a pair of Orlebar Brown swim shorts.
WHEN YOU DRIVE THAT CAR, I THINK THE DNAS AND VALUES OF OUR BRANDS ALIGN”
THE SKY’S THE LIMIT
ADEL MARDINI, FOUNDER AND CEO OF JETEX, IS REDEFINING THE MEANING OF LUXURY TRAVEL
WORDS: JESSICA MICHAULT
In the world of private aviation, few names carry as much weight – or vision – as Adel Mardini, Founder and CEO of Jetex. Sitting inside one of his signature orange-accented terminals in Dubai, Mardini looks every bit the self-made innovator: approachable yet exacting, charismatic but also a realist. It’s hard to imagine that this global luxury brand, now synonymous with five-star service and sustainability in the aviation space, began as one man’s dream just two decades ago. “I’m extremely proud of what we’ve achieved,” he says with quiet conviction. “But if you ask me how much I’ve done, I’d say maybe 10 per cent. I’m always looking at what’s next.”
This relentless drive has defined Mardini’s journey from humble beginnings as a bus driver to helming one of the most
recognised names in private aviation. For him, Dubai’s dynamic environment has been both a muse and motivator. “You are living in a country where there’s no limitations on dreams,” he says. And boy does Mardini like to dream big. What began as a vision to make flying private more efficient and elegant has become a complete luxury ecosystem spanning more than 25 countries.
“We are transforming Jetex from aviation into a lifestyle brand,” Mardini confirms. “For me, I’m changing this industry to be purely a customer experience – focused on the worlds of lifestyle and hospitality. It’s not about aviation anymore.”
Mardini’s journey to the upper echelons of luxury travel, however, was anything but gilded. Born in Damascus to modest beginnings, he started his career in aviation
transporting passengers at the airport but quickly and deftly moved up the ranks through operations, management, and logistics. His rise – through resilience, curiosity, and a desire to be the best at what he does, no matter what it is – shaped his approach to leadership. “I’m a person that’s very passionate,” he says. “I love what I’m doing. When I do any project or any expansion, money is not the first thing I’m looking for. I’m looking for what I can make that didn’t exist before.”
Two decades later, that instinct to create what didn’t exist has made Jetex one of the most distinctive names in private aviation – not because of the jets themselves, but because of everything that surrounds them. “We are now doing the full journey for the client,” Mardini explains. “From the minute
“WHEN YOU FLY WITH US, YOU NEED 10 MINUTES FOR ARRIVAL, 15 MINUTES FOR DEPARTURE – THAT’S IT. PEOPLE FLYING PRIVATE COUNT EVERY MINUTE. FOR THEM, THIS ISN’T SPENDING; IT’S INVESTING.”
they plan a trip, we organise everything –clearances, charters, transfers from their villa, house, penthouse, or yacht. We are not limited only to airport services. We’re doing all the concierge services: butlers, chefs, villas. It’s a 360-degree experience.”
With Jetex, Mardini has turned what was once a utilitarian experience into something resembling a private club – part hotel lobby, part art gallery. “When you fly spending all this money on a private jet, you expect to see this level of service,” he says. “Especially in a city like Dubai.” The difference between flying commercial, even in first class, is that people will always be considered passengers, while at Jetex Mardini views every person who walks through the doors of one of his hubs as a guest in his home. It’s an approach rooted in empathy and precision.
“I always tell my team: put yourself in the shoes of the client,” he explains. “They are my ambassadors. Whether in front of a client or over the phone, they carry my vision.” His leadership style is also very hands-on in terms of his employees, as he wants to make sure that they are happy and able to work at the highest standards and the best of their ability. “I have an open-door policy. I meet every new staff member personally,” he says, adding “If they are happy, the client will be happy.”
Since founding Jetex in 2005, Mardini has watched the private jet industry evolve from a niche indulgence to a global necessity for busy millionaires and billionaires that crisscross the globe at a moment’s notice. He notes that before the pandemic, private aviation customers were over 50 years old and mainly came from industries like oil and gas or government officials. “Now it’s crypto, fashion, tech, celebrities, in the 30 to 50 year old range. It’s a massive change,” he confides.
The numbers tell the story: before the Covid pandemic, Jetex handled 3,700 flights a year; by 2024, that number had
soared to 12,000. “We jumped 300 per cent,” Mardini notes. He’s equally bullish on the Gulf’s expansion. “Dubai today has more private jet flights than anywhere in Asia, the Middle East, or Africa,” he says. “We expect to reach 30,000 flights within three years. Abu Dhabi is growing too – we’re expecting 10,000 flights next year. Out of the 35,000 between both cities, Jetex does 20,000,” the founder adds.
But this massive increase in private jet travel isn’t about opulence or a desire to flaunt wealth. Mardini believes it’s quite the contrary. It’s about efficiency and discretion. For him, time is the ultimate currency. “When you fly with us, you need 10 minutes for arrival, 15 minutes for departure – that’s it. People flying private count every minute. For them, this isn’t spending; it’s investing.”
And the privacy aspect of Jetex is a major driver of success for the brand as well. While travelling first class might arguably be more luxurious, it’s the privacy component that is one of the key factors Mardini thinks is behind his company’s exponential growth. “Ninety percent of our clients are looking for privacy,” he confides. “Many of them will come in wearing a cap and just go straight to the plane. And you have to remember you’re dealing with ultra-highnet-worth individuals, government officials, heads of state, celebrities. You have to be very careful. Any leaking of information – you’re done.”
It’s also worth noting that luxury, for Mardini, is not at odds with responsibility. In fact, it’s inseparable from it. Jetex has been at the forefront of sustainable aviation fuel (SAF) implementation, becoming the first general aviation company to bring SAF to the Middle East. “We brought SAF during Covid to the Dubai Airshow 2023,” he says proudly. “And we are bringing it again for 2025. We offer SAF even though it’s five times the price of normal fuel. We do it because we have to support this initiative – to contribute as much as possible to a green planet.”
In addition to pioneering sustainable fuel, Jetex has electrified its ground operations. “We converted all our airside equipment to electrical,” Mardini says. “We are trying the best we can to contribute to
sustainability, not only for the fuel but for the equipment too.”
He’s also preparing for what he calls “the future of flying” – electric aircrafts. He has partnered with Archer and Joby, two U.S.-based companies developing electric Vertical Take-Off and Landing (eVTOL), to build the infrastructure for their electric helicopters. “This is the first step. I expect maybe in 10 to 15 years you’ll start seeing planes flying electric,” he predicts.
Being more sustainable isn’t the only area of innovation that Mardini is exploring. Unsurprisingly he is delving deep into the potential of AI to help enhance and streamline operations at Jetex. And while AI might make the process of luxury jet travel run more smoothly, the founder knows that for his company to continue to dominate the market it will be the personal touches and the human attention to details that will really make all the difference. “Service is about human connection. You need someone to feel what you need. You can’t outsource that, says Mardini. “We’re building loyalty,” he adds.“People are loyal to brands that know how to provide excellent service in the luxury world – we’re trying to build that same loyalty in aviation.”
What sets Mardini apart, perhaps more than his ambition, is his unwavering optimism. “I’m a positive person,” he says. “I almost never get angry. I believe in giving energy to my team. If I’m calm, they’re calm. If they’re calm, the client feels it.”
His philosophy is deceptively simple: believe, adapt, and act. “Everything is possible,” he says with a smile. “Trust me.”
“PEOPLE ARE LOYAL TO BRANDS THAT KNOW HOW TO PROVIDE EXCELLENT SERVICE IN THE LUXURY WORLD – WE’RE TRYING TO BUILD THAT SAME LOYALTY IN AVIATION”
LAYERS OF DISTINCTION
THIS WINTER BRIONI STACKS ON THE STYLE
IMAGES: BRIONI
THIS IS A MAN’S WORLD
Simon Holloway, the Creative Director of Dunhill, is rewriting the codes of British menswear for a new generation
WORDS:JESSICA MICHAULT
Inside Dunhill’s newly opened store at The Dubai Mall – all gleaming wood, rich textiles, and quiet confidence – Creative Director Simon Holloway is very much in his element. The space, a contemporary echo of London’s Bourdon House and Paris’s Rue de la Paix boutique, is Dunhill’s first brick and mortar outpost in the Middle East. It’s a milestone that reflects the brand’s growing global reach and the region’s well established appetite for timeless craftsmanship. It’s also the perfect setting for the Creative Director’s refined approach to British style. One that fuses heritage with a distinctly modern sensibility. “We take that kind of real heritage code in outerwear and apply it to more contemporary pieces,” Holloway says, running his hand along an overshirt crafted from suede bonded to a cashmere lining. “This is a tartan that’s woven in Scotland from undyed natural colours. It’s very traditional, but it’s all about that play – traditional elements done in a contemporary way.”
That balance between old-world craftsmanship and modern wearability defines Holloway’s vision for Dunhill. Since joining the house in 2023, he’s been quietly reshaping its codes, leaning into its storied past without losing sight of what men want to wear today. “There’s a next generation of menswear clients that have never had to wear tailoring,” he reflects. “For them, it’s a style code. It’s an experiment, a badge of style, an exploration of their own identity. Nobody’s ever told them to wear a suit.”
Founded in 1893, Dunhill began as a purveyor of luxury motoring accessories – “everything but the motor,” as Alfred Dunhill famously put it. From goggles and headlamps to tailored outerwear and luggage, the
“IT’S THOSE SUBTLE DIFFERENCES, A GLEN CHECK THAT REVERSES TO SOLID GREY, OR A SUIT MADE FROM THREE DIFFERENT PATTERNS OF WORSTED CASHMERE, THAT SHOW SOPHISTICATION”
house became synonymous with innovation and craftsmanship. Holloway honours that legacy with reverence, but never nostalgia, even giving one of the founder’s archival leather outerwear pieces pride of place in the Dubai store for visitors to appreciate up close. “From the outset, Dunhill was born in sport tailoring, in outerwear – pieces made in metal, leather, fabric,” he explains. “We weren’t just making a trunk. We made the trunk for the car, the headlamps, the goggles, the dashboard instruments. That richness is what attracts people to Dunhill.”
That spirit of invention continues in Holloway’s collections, where he seamlessly merges traditional techniques with contemporary technology. “Even the way everything is pieced together and bonded and laser cut – it’s the combination of traditional making with technology that’s really interesting,” he notes. “In leather outerwear, there’s a lot of invisible innovation. You look at it and you don’t see it, but it’s there.”
But as the menswear space still seems to be dominated by the comfort codes of the post-pandemic era, is there really an appetite for more tailored and intentional designs? Holloway firmly believes so and insists that refinement feels refreshingly confident. “People are bored of hoodies and sweatpants,” he says with a wry smile. “They’ve lived that for the last ten years. Our clients – whether young or older – are looking for something a little more discerning, a little more interesting.”
For him, the Dunhill man is not defined by age, but by attitude. “Regardless of age, people can find things that suit them,” Holloway explains as he walks
from room to room in the welcoming Dubai store. “That was always the intent, to create collections that are ageless, that would look good on a guy of any age.” He gestures to a softly structured jacket: “These are fullcanvas jackets, but if you feel through the chest, there’s very little in there. There’s no pad – just the canvas that wraps to the back of the shoulder. It’s all about lightness and comfort.” This lightness, both physical and emotional, is at the heart of Holloway’s design language. “Although the look is quite layered, everything is made lighter,” he says as a male model wearing one of his layered FW25 ensembles stands before him. “We make lightweight coats in jacket-weight fabrics, which gives you a whole new product,” he adds, slipping an example of one of these coats off a hanger for closer inspection.
Holloway’s affection for tactile, natural materials runs deep, as does his nuanced understanding of fabrics, having worked previously as a designer for prestigious brands like Agnona and James Purdey and Sons. “This coat is camel hair woven in Yorkshire,” he notes. “There’s the classic ginger colour, but then this is very rare – a blonde camel hair blazer and top coat. We redeveloped the fabric in that rare tone and made the jacket weight even lighter. It’s all about that touch, that feel.”
He is clearly a man obsessed with the details, the hidden stitches, the quiet refinements that reveal themselves only upon closer inspection. “An understanding of cloth and pattern is really intriguing on a man,” he muses. “We try to create lightweight versions of very traditional English cloth with a softer hand feel. It’s those subtle differences, a glen check that reverses to solid grey, or a suit made from three different patterns of worsted cashmere, that show sophistication,” he explains.
That same attention to craftsmanship extends beyond clothing to Dunhill’s world of accessories and hard luxury. The silks are all printed in Macclesfield, the tie fabrics are woven in Suffolk (the last two mills in the UK that do these jacquards prints). “It’s proper silk screen printing, not digital,” Holloway explains. “When you want a good thing, you want a good thing.”
Even as the world of menswear leans ever more casual, Holloway sees an unexpected revival of elegance. “There’s been a great resurgence in ties and soft accessories in every market,” he says about the shift he is seeing in the menswear space. “Even in very casual places like China. I think there’s a massive interest in anything that has heritage and high quality detailing.”
For Holloway, Dubai’s sophisticated clientele instantly understood Dunhill’s message. “We’ve had former Dunhill clients
come back, very happy with what they see,” he shares. “We talk a lot about casual elegance – we offer something that’s a dressier version of what’s out there at the moment. Our looks really transmit a sense of quality, and that’s what people here respond to.”
As Dunhill CEO ad interim Andrew Holmes noted about the store opening, “Dubai stands at the forefront of global luxury, and this new space allows us to share the
House’s heritage and contemporary vision with a cultivated international audience.”
After walking through racks of exquisitely tailored jackets and newly expanded leather goods accessories section, Holloway pauses. “Ultimately, Dunhill was always intended for an international audience,” he reflects. “Alfred Dunhill was obsessed with craftsmanship and quality – and that’s still the ethos we espouse today. But not at the lack of innovation. I’ve taken it back to a more heritage-inspired look, but I hope there’s relevant casual clothing throughout, and moments where you can get dressed up in a beautiful tuxedo.”
Left page: Dunhill store in Dubai Mall; Above: Simon Holloway, Creative Director of Dunhill
DEEP
IMPACT
After 130 years, Berluti knows what stands the test of time. Quiet luxury pieces are cut from lush velvets and soft wools in rich dark hues, with the Forestière jacket the new stealth wealth must-have for any man needing C-suite bona fide
IMAGES: BERLUTI
A Solid Foundation
An inside look at how Concrete’s COO, Matteo Zappalà, is building a new global fashion brand on two decades of luxury expertise
WORDS: AMINATH IFASA
Driving the strategic growth of Concrete is Matteo Zappalà, a man whose career is a masterclass in connecting the dots. With a law degree and an MBA, he deliberately pivoted into fashion over twenty years ago, embarking on a journey that would see him hold key roles at storied Italian houses like Zegna, Loro Piana, and Canali. “I wanted to pursue my passions,” Zappalà explains, reflecting on his unconventional start. “The fashion industry, especially in the early 2000s, was evolving into a real industry that required organisation, planning, and processes. It was a good
“I FOUND AN OPEN-MINDEDNESS IN THE GROUP AND THE ORGANIZATION THAT WAS THE PERFECT ENVIRONMENT. EVERY SUCCESSFUL STORY STARTS FROM DREAMS THAT ARE ORGANIZED IN THE BEST WAY TO BECOME REAL.”
trigger, a good momentum that fit my way of thinking.” This extensive background in, legacy brands became the perfect bedrock for his current role as COO at Concrete, a brand with ambitious international expansion plans, including its recent boutique opening in Abu Dhabi and a forthcoming launch in Dubai. For Zappalà, the move was a conscious choice to apply his expertise to a project where he could feel the direct impact of his decisions.
“You want to give back to a project you feel really connected to,” he says. “I found an open-mindedness in the group and the organisation that was the perfect environment. Every successful story starts from dreams that are organised in the best way to become real.”
Despite his seasoned experience, the transition came with its own set of intense, yet rewarding challenges. One of the most significant was elevating the local supply chain in Egypt to meet the exacting quality standards of an international luxury brand. “The challenge was to let the supply chain partners understand the level of quality we belong to and need to reach,” Zappalà notes. “It’s a partnership. It’s not just a matter of how the product is made, but how you arrive to do that. We grew together, training and sharing knowledge. This cross-specialisation of culture and knowledge is the nice thing about it.”
This philosophy also extends to the design process. The creative teams, split between Italy and Egypt, work at a “big kitchen table” where ideas are shared openly. The result is a collection that balances authentic tradition with innovation, a principle now being applied to Concrete’s highly anticipated womenswear line, which is launching this season.
“The ladies’ collection has a connection to the menswear in its language of quality, finesse, and attention to the customer,” Zappalà reveals. “You will see interpretations of masculine stylings turned into feminine, with men’s fabrics blended into female designs. It’s a lifestyle collection for a strong, confident, international lady, focusing on softness, cocooning, and qualitative materials.”
For Zappalà, the product is just one touchpoint in building a global lifestyle brand. The entire experience – from the redesigned store concepts and service to the brand’s tone of voice – is being meticulously crafted for an international mindset. But the COO believes the real path to success for Concrete lies in a specific sort of leadership. One that emphases empathy and flexibility. Or as Zappalà puts it, “the most delicate thing is to find the formula of hearts and brains, where people become bonded. That is crucial. It’s an everyday challenge, and it’s the beauty of it, because you understand that you never arrive. You are never enough to give and receive. This back and forth is what creates dynamism and allows a brand to evolve.”
A MATTER OF TIME
THIS MONTH MARKS THE 10TH ANNIVERSARY OF DUBAI WATCH WEEK, AND THE SCALE OF THE CELEBRATION IS A STORY IN ITSELF
WORDS: VAARUNYA BHALLA
What began in 2015 as a handful of showcases tucked between DIFC art galleries has grown into a 200,000-square-foot takeover of Burj Park beside Dubai Mall; a setting as spectacular as the pieces on display. A decade ago, when the Seddiqi family first convened the event, its intent was not commerce, but education. The inaugural Watch Week was an intimate gathering of independent watchmakers and collectors. The idea was to bring the mechanics and métiers d’art of watchmaking into view for a public that was curious to learn about the beauty and timelessness of watchmaking in a welcoming and open setting. This aspect helped the Dubai Watch Week set itself apart from other watch fairs around the world.
Demonstrations of finishing, engraving, and enamelling were offered not behind velvet ropes but across open counters, with the watchmakers themselves explaining their craft to eager attendees. After demonstrations or product launches, visitors could easily approach the representatives of the brands and have informal conversations with them. This was nearly impossible at Baselworld and the other global luxury watch conferences, where there was an air of formality and
Previous page: LM101 MB&F x H. Moser;
Right page: The Audemars Piguet Calibre 2120 (left) and Parmigiani Fleurier’s Dune embodying Dubai Watch Week’s spirit, where heritage craftsmanship meets contemporary innovation
an invisible line that was difficult to cross unless you had the right connections. By contrast, Dubai Watch Week is designed to foster immersive experiences and openness. Anyone is welcome to attend (with prior registration, and at no cost).
This milestone year, intertwined as it is with Ahmed Seddiqi’s 75th year celebrations, also speaks to Dubai’s growing role as a cultural capital in its own right. The event has been staged under the patronage of Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum (Chairperson of Dubai Culture & Arts Authority); a sign that Watch Week is as much about Dubai’s identity as it is about horology. “By introducing Dubai Watch Week, we’ve put Dubai on the map in terms of the global watch industry. We are following the vision of His Highness Sheikh Mohammed in delivering the best in our sector for Dubai and as such, we have to conduct ourselves to the level that Dubai expects us to,” says Mohammed Abdulmagied Seddiqi, Chief Executive Officer at Ahmed Seddiqi.
Maximilian Büsser, the founder of MB&F and an early proponent of the event, agrees: “Dubai Watch Week is now the most important gathering of watchmaking lovers in the world. Hundreds of clients of ours fly in from every continent, not only to meet us and other creators, but to gather amongst themselves and form the Dubai Watch Week community. This is truly exceptional.” Patrick Pruniaux, CEO of GirardPerregaux, echoes that sentiment: “Dubai Watch Week has become a true pillar for our industry because it goes far beyond being a commercial event – it’s a platform for genuine dialogue, creativity, and education. What sets it apart is its human dimension: the openness, the curiosity, and the shared passion for watchmaking that bring together collectors, creators, and brands in a very authentic way. We attend because it’s one of those rare occasions where the conversation about watchmaking evolves –where ideas are exchanged, and where the future of our craft is inspired.”
Even the programming reflects this soaring ambition and underscores Dubai’s evolving gravitational pull in the world of luxury: the keynote address by Rolex CEO Jean-Frédéric Dufour, in a rare public appearance, is followed by an unprecedented round table of CEOs from Chopard, Zenith, Breitling, and Audemars Piguet. Alongside this line-up of heavyweights are the independents who give Watch Week its distinct energy: creative mavericks pushing watchmaking in new, sometimes radical directions.
What this year’s edition continues to retain is the hands-on, experiential nature of the event that has endeared Watch Week to its diverse audiences. For every keynote speech or presentation, there is a workshop or a masterclass where an attendee might learn about lume painting, dial-hammering, case decoration, or the use of special materials. The maisons aren’t merely showcasing their collections; they are teaching, storytelling, and inviting guests behind the curtain of their craft. This level of interaction and intimacy is just not possible at any of the other fairs. Few other gatherings achieve this mix of marquee launches, unguarded conversations, and moments of dis-
covery. Dubai Watch Week feels less like an industry trade show and more like a cultural summit; undeniably the most vital forum in watchmaking today. It is telling that some of Max Büsser’s most celebrated collaborations (with H. Moser & Cie. and Bvlgari) began not in boardrooms but here, over qahwa in the winter sun. The Seddiqi family has intentionally cultivated this salon-like atmosphere, where conversations are informal and encounters serendipitous. That sense of community has become as important to the event as the watches themselves.
“With each edition, Dubai Watch Week grows not just in scale but in purpose,” says Hind Seddiqi, CEO of Dubai Watch Week. “Our goal has always been to create a platform that bridges heritage and innovation, connects voices across the industry, and inspires audiences to engage with watchmaking as both craft and culture. We are honoured to have partners and brands utilise the Dubai Watch Week platform as a launchpad for major milestones and announcements, catering to the ever-evolving passion of the audience in our region and underscoring Dubai’s vision to be a leading hub for luxury, culture, heritage, and the arts, bringing together the greatest minds to collaborate, innovate, and pioneer across industries.” Guido Terreni, the CEO of one of those partner brands, Parmigiani Fleurier, has this to say: “It is such a unique platform, where collectors and connoisseurs come together, a true highlight of the global haute horlogerie calendar. More than an industry gathering, Dubai Watch Week is a cultural moment and a genuine celebration of watchmaking.”
“WITH EACH EDITION, DUBAI WATCH WEEK GROWS NOT JUST IN SCALE BUT IN PURPOSE”
The deliberate pacing of the event also sets it apart. Presented biennially, Dubai Watch Week has avoided the fatigue that can accompany annual trade shows. Instead, each edition builds anticipation and carries editorial weight. The two-year cadence concentrates launches, discussions, and education into a single moment and ensures relevance (and breathing room) in an industry where novelty and the desire to relentlessly innovate can easily overwhelm substance.
Another aspect that makes the Watch Week unique is its outward-facing perspective. Rather than an echo-chamber of insular ideas from within the industry, the programming here explores a diverse variety of topics. Examples from this year include sessions on the Gulf’s codes of luxury, family businesses, even virality and hype culture (“When Labubu Beats the Birkin”). It’s about connecting watches to fashion, art, and lifestyle.
The 2025 edition, in its new setting and expanded scope, will test whether the intimacy can scale without becoming theatrical. The ingredient list is promising: storied watchmaking brands, independent makers, rare masterclasses, and a programme of many firsts that explicitly links watches to design, fashion, and the cultural discourse. If this edition manages to preserve those smaller, serendipitous moments that make this a special event then Dubai Watch Week will have done more than grow; it will have matured into a model. One that keeps the craft visible, the conversation open, and the audience broad.
In the end, Dubai Watch Week’s success is not measured only in square footage or impressive brand counts, but in whether it can continue to be a place where watchmaking is seen not as an exclusive ritual but as a living craft. For the city that loves to stage grandeur, the festival’s quiet genius is to make time for a small thing: the careful, human work that makes a timepiece worth holding on to.
CHRONOSWISS X AHMED SEDDIQI: STRIKE TWO 75TH ANNIVERSARY EDITION
The respected independent brand Chronoswiss decided to create a very limited edition of just one dozen timepieces to mark the 75 year milestone. A move that has made this watch highly collectable, not only for its origins story but for its very unique dial. It has been crafted in a custom sand tone that mimics the hue of the UAE’s desert landscape and in a pattern that brings to mind the ever shifting motif of a windswept tundra. And the choice to go with Hindi-Arabic numerals is another way the brand connects the timepiece to the cultural roots of the region.
WORDS:JESSICA MICHAULT
A MOMENT IN TIME
To mark the historic 75th anniversary of Ahmed Seddiqi, a company that is synonymous in the region with exceptional timepieces, a number of renowned watch brands have created limited edition pieces to celebrate the occasion
AHMED SEDDIQI × RESSENCE TYPE 9 S75
The poetry of Ressence timepieces is well known within watch circles. And its latest creation, to celebrate 75 years of Ahmed Seddiqi, is no exception. The watch incorporates into its unique design actual desert sand. Sand that was personally selected by Mohammed Abdulmagied Seddiqi, CEO of Ahmed Seddiqi; and Ressence founder, Benoît Mintiens, who travelled into the desert together to collect grains from all seven Emirates of the UAE – a pure and poetic symbol if ever there was one.
AVENGER AUTOMATIC 42 NIGHT MISSION, SEDDIQI 75TH ANNIVERSARY EDITION
Breitling has been collaborating with Ahmed Seddiqi for over 30 years so it comes as no surprise that the watch company would want to pay homage to that long lasting partnership. They have marked the occasion with a 75 piece run of their iconic Breitling Avenger timepiece. The 42 mm watch features numerals on the dial that give a clever nod to the anniversary, the number 7 and 5 have been crafted in a contrasting shade that make them visually pop. The caseback also features a touching engraving of the Ahmed Seddiqi logo.
LOUIS ERARD
75TH EDITION
The hypnotic beauty of the limited-edition timepieces that Louis Erard created for the 75th anniversary of Ahmed Seddiqi is a study in how to find a balance that is at once striking and subtle. The 39mm watch has an underlying warmth thanks to its copper hued dial that also telegraphs a sense of nostalgia with its design. The Hindi numeral hour makers only add to that sentiment. And hats off to the brand for the clever touch of adding hour and minute indicators that echo the iconic silhouette of the Burj Khalifa.
It’s been more than four decades since Hublot and Ahmed Seddiqi first teamed up. Over that time they have made Hublot a household name in the region, thanks to the brand’s bold designs and daring collaborations. To mark the anniversary Hublot once again went with something unexpected, it turned to a colour to signify its limited edition offering. A deep burgundy dial and matching strap underline the brand’s outside the box thinking – no “been there, done that” green. The shade acts as a backdrop to the commemorative 75th anniversary logo at the at 12 o’clock, the Eastern Arabic numerals on the dial and the counter-clockwise movement. All clever additions that ground the timepiece in the region, and the brand, that has served Hublot so well.
THE WATCH ADDICT
TIME QUEST
Vacheron Constantin marks its 270th year with a celestial masterpiece that redefines horological storytelling
WORDS: SANOOR RASHEED
When it comes to haute horology, no one tells a story quite like Vacheron Constantin. The company might be considered one of the finest watchmakers in the world but calling the outcome of their efforts merely ‘watches’ would be quite the understatement. Their work goes far beyond merely
marking the passage of time. Its timepieces tell elaborate stories – mechanical, poetic, and profoundly human. This year Vacheron Constantin is celebrating its 270th anniversary. And for such a momentous occasion the company has brought to life a creation so captivating, it seemed to suspend time itself: the Métiers d’Art – Tribute to the Quest of Time. At its heart beats the new hand-
wound Calibre 3670: a 5Hz movement – a technical feat with 512 components, a dual retrograde display, three barrels, a governor mechanism, four patent applications, and a remarkable six-day power reserve. Certified with the Poinçon de Genève, it represents the pinnacle of both engineering precision and decorative craftsmanship.
At the centre of the dial is a human figure – the astronomer – made from titanium with its arms acting as hour and minute hands in a dual retrograde display that tells the time in two modes: in continuous mode, both hands move seamlessly with the passage of time; or the on-demand mode, which see the arms remaining motionless until activated by a gentle press of the pusher on the case.
The titanium figure stands amid a starry sky. The effect is made possible through the use of two separate layers of sapphire crystal stacked on top of each other. The upper layer carries the blue gradient sky effect, depicting the celestial sky exactly as seen above Geneva on September 17, 1755 – the date of Vacheron Constantin’s founding. At 12 o’clock, sits the ingenious moon-phase complication: a rotating titanium sphere that mirrors the moon’s exact phase and age over its 29.5-day cycle, which can be adjusted at any time without disrupting the movement. The back of the timepiece continues the celestial theme, it features a sky chart that tracks constellations in real-time with staggering precision – it only deviates by one day in 9,130 years.
Housed in a 43mm, 18K white-gold case and limited to just 20 pieces, this work of art embodies Vacheron Constantin’s close to 300 year pursuit of mechanical excellence and aesthetic harmony. The Métiers d’Art – Tribute to the Quest of Time is, quite literally, history in motion.
Wellness Awareness
Will Ahmed, Founder and CEO of WHOOP, turned personal curiosity into a powerful wearable tech built on discretion and data
Will Ahmed, the Founder and CEO of WHOOP, speaks with the ease of someone who already has all the answers. His sentences are measured and his words are practical, much like the white-hot product he built. As he begins to talk about WHOOP – a sleek health and fitness focused wearable device sported on the wrist – there’s no corporate gloss or tech jargon, just a steadfast sense of purpose that has guided him since his university days when he started the brand.
“I developed WHOOP while I was a student at Harvard. I was 20, playing squash on the team, and I felt like I didn’t know what I was doing to my body while training,” he recalls. “I got interested in what you could do to train optimally.” This curiosity grew into research, which led to an idea: a wearable that could decode recovery, sleep, and stress in a way that didn’t feel invasive or overcomplicated. Back then, fitness technology that measured the body was either too bulky or too medical – built for data and not for design. Ahmed wanted both, and something that would integrate seamlessly with daily life.
That idea is the rocket fuel that has propelled WHOOP to become one of the most quietly influential wearables in the health technology space. It has already been spotted on the wrist of some of the world's most elite athletes like Cristiano Ronaldo, LeBron James, Michael Phelps, Virat Kohli, Rory McIlroy, and Patrick Mahomes. “We wanted people to be able to wear WHOOP 24/7,” recounts Ahmed. “So how we thought about the design, the hardware, the materials, the battery life – all of it came back to 24/7-wear.”
The founder was determined that his WHOOP wearables would measure life without interrupting it. A fundamental tenet that led to the bold choice to keep the device screenless. It's a move that is also perfectly in keeping with the growing quiet luxury trend in the fitness space. “If we put a screen on the product, it might actually make it less likely for you to want to wear
WORDS: CAMILLE MACAWILI
page: WHOOP MG
it while sleeping, or when you’re already wearing another watch,” he explains.
This subtle yet strong approach has also shaped the latest iteration of the wearable. WHOOP 5.0 and its medical-grade counterpart, WHOOP MG, are both smaller and more refined versions of their predecessors and feature ECG monitoring, AFib detection, blood pressure insights and count a two-week battery life. “I like the idea of WHOOP being a tool designed to improve your life, not invade it,” Ahmed says.
Since its launch in 2012, WHOOP’s trajectory has been defined not by hype but by a steady momentum of growth. The key to scaling successfully? Innovation in product development, intelligent partnerships, and an ability to translate data with meaning. For Ahmed, this is about refinement more than reinvention. “We’ve continued to innovate on the original vision of WHOOP and to add more functionality,” he says. One of the latest features, WHOOP Age, gives members insight into how their biological age compares to their actual age – a subtle but meaningful way to measure longevity and recovery. “I think that’s what our members value the most,” he adds, “that continued innovation.” Ahmed, not surprisingly, talks about data as though it were part of everyday language. “One benefit to WHOOP is the data is there when you’re looking for it, but it’s not present all the time. If you don’t open your phone, you’re not going to see it,” he says. For WHOOP, information is tiered: a quick glance gives an overview of red, yellow, and green for recovery, while a deeper dive reveals the full spectrum of sleep, heart rate, and respiratory insights. The aim is to give users a complete overview of how the body performs over time in one integrated system, without leaving users with data fatigue. “Depending on whether you have three seconds or ten minutes, and you just want a summary, there’s a layering to it,” shares the founder. As the brand builds toward its next phase, Ahmed’s focus is turning even more specifically towards health and leaning into AI more broadly. “We’re going to keep
“I LIKE THE IDEA OF WHOOP BEING A TOOL DESIGNED TO IMPROVE YOUR LIFE, NOT INVADE IT”
pushing into health care,” he says. “We’ve launched Advanced Labs, which will allow people to do blood tests and see how their biomarkers relate to their WHOOP data.”
It’s an evolution that blends wearable tech with preventative health, a step closer to giving people a comprehensive understanding of what’s happening inside their bodies. “So now you can understand your Vitamin D levels in the context of how well you’re sleeping, in the context of how much you’re travelling, and really understand what it means.”
As a young founder of a tech company Ahmed unpacks what he has learned about what it takes to be a leader, drawing a line between starting, scaling, and sustaining.
“A founder is someone with an idea who can galvanize people,” he says. “A CEO is
someone who can take that spark and keep the flame alive for a long time.” He pauses. “I think I’m equally both. It’s an advantage if you can be a Founder and a CEO, because you can balance what it took to start the company with what it takes to elevate it.”
And what about Ahmed’s own health routines and how WHOOP has shaped them?
He meditates every morning, exercises most days, alternates between sauna and cold plunge, and eats three proper meals. “I don’t really snack,” he says. “I drink a lot of water, coffee twice a day – that’s what I run on,” he confesses. But his consistency reflects the product’s ethos: small, deliberate habits that add up to lasting performance. It’s that same steadiness which has carried WHOOP from a college experiment to a global company shaping how people understand recovery and health. And while the world is full of devices chasing our attention, Ahmed has built one that asks for none – and that might be its most radical feature of all.
Left
with a black LeatherLuxe strap; Right: Will Ahmed, Founder & CEO of WHOOP
Engineer of Emotion
Arnaud
Poulain,
founder of Les Eaux Primordiales, is creating a new architecture for fragrance
WORDS: JESSICA MICHAULT
In the sphere of scents Arnaud Poulain (and his company Les Eaux Primordiales) is focused on the fundamentals. With its paired back approach to fragrance, which puts all the attention on what inside the flacon, the French independent perfume brand has become a sleeper hit with those looking for some-
thing that stands apart. “I was a mechanical engineer before I became a perfumer,” Poulain shares, with a quiet smile at the first ever presentation of his brand in Dubai. “That’s why there’s something very mechanical, even austere, about my world. Everything is done to serve the perfume, nothing superfluous, no decoration.”
WHEN I THINK OF A FRAGRANCE, I ALWAYS ASSOCIATE IT WITH A COLOUR. FOR AMBRE SUPERMASSIVE, I VISUALISED A DEEP, TRANSPARENT RED REMINISCENT OF AMBER.”
When Poulain speaks, you sense that this is a man with the mind of a craftsman and the soul of a French poet. He built his brand from the ground up – literally. In the rolling countryside of northern France, he purchased an 1800s château, transforming it into a fully functioning perfume factory. “For me, it’s all about having control of the manufacturing,” he explains. “Everything is handmade in our own facility. We’re one of the only brands that still does that, maybe only Guerlain today can say the same.”
That independence is central to Poulain’s philosophy. Les Eaux Primordiales is not a concept brand but a living atelier – a blend of old-world savoir-faire and modern design thinking. “It’s a brand that combines the codes of architecture, design, and perfumery,” explains the founder. “It’s both traditional and visionary. I take the heritage of the great French tradition and add my personal touch. So it’s something modern, something industrial.”
Poulain’s story began in the industrial heart of northern France – a region of coal mines, foundries, and quiet resilience. It’s this contrast between grit and grace that informs his creations. “In northern France, we have mountains, but they are coal mountains,” he says. “There’s a real industrial past, and it inspires me a lot. This company is a tribute to my region and to my personal journey.”
His fascination with structure and balance, the interplay between raw material and precision, led him to create fragrances that behave almost like architecture: measured, built, and deftly engineered. “It’s very focused on architecture and design,” he says. “I’m very inspired by northern France and the industrial architecture of Paris.”
When he first launched Les Eaux Primordiales a decade ago, it was through an unexpected collaboration with the legendary Parisian concept store Colette. “The first perfume was Couleur Primaire which I made for Colette,” Poulain recalls. “They asked me to create an ‘anti-perfume.’
Something you wear on Sundays when you don’t feel like wearing perfume. The idea was a white musk, subtle, pure, comforting.”
For Poulain, perfumery is as much a deeply personal project as it is a professional one. His creative drive is rooted in a memory of loss. “My mother had nose cancer, lost her sense of smell, and died when I was 12,” he says softly. “When I was young, I always tried to smell things to explain them to her. And when she died, I wanted to create a perfume that would smell like her – the scent of her wedding bouquet. Mimosa sprinkled with icing sugar. For me, it represents the femininity and beauty of her wedding day.”
That blend of a personal connection to the power of aromas and a desire to steer clear of scent trends has turned Poulain’s brand into something of a rebellious “anti-perfume” establishment. As Poulain’s scents often hover between opposites: technical yet sensual, rigorous yet emotional. His latest creation, Ambre Supermassive, epitomises that duality. Inspired
by both cosmology and oceanography, the fragrance reimagines amber as a celestial phenomenon. “I wanted to create an enhanced version of our hero fragrance, Ambre Superfluide,” he explains. “A more concentrated formula with a stronger vanilla tobacco note, like an elixir. When I think of a fragrance, I always associate it with a colour. For Ambre Supermassive, I visualised a deep, transparent red reminiscent of amber.” That deep red, both primal and refined, perfectly captures Poulain’s aesthetic universe. “Just like primordial waters, the first waters from which life sprang, red amber is a resin that was fossilised millions of years ago and holds the memory of life on Earth within,” he says. The perfume itself is magnetic: notes of peach, apple, and cinnamon collide with black vanilla, amber, and tobacco, creating a syrupy, almost tactile scent. “That’s what I love about this fragrance: it develops over time but remains as intense as when first applied.”
As the Middle East continues to lead global fragrance consumption, Poulain’s
arrival feels timely. His work bridges the gap between the rigor of French manufacturing and the sensual richness that defines the region’s olfactory heritage. “Perfume is a universal language,” he says. “But like all languages, it needs rhythm, structure, and soul.” That, perhaps, is the secret to Poulain’s growing cult following: he’s not selling fantasy; he’s offering an architecture for emotions. And in that, there is something distinctly masculine… the courage to build beauty that lasts.
“PERFUME IS A UNIVERSAL LANGUAGE. BUT LIKE ALL LANGUAGES, IT NEEDS RHYTHM, STRUCTURE, AND SOUL”
UNLOCKING LONGEVITY
Dr. Elie Abirached’s groundbreaking longevity strategies have been devised to help reclaim the vitality of youth while retaining the wisdom of years
WORDS: AMINATH IFASA
For Dr. Abirached, the journey into biohacking was born from a profound need for self-preservation. “As a young child, I was raised in Lebanon for a few years, and it was one of the worst times in the history of the unsettled sort of environment that we have there,” he shares. That early exposure to instability ignited an obsession with fitness and health as a teenager. But it wasn’t the only reason.
His career path was further cemented by personal tragedy. “Both my parents died of chronic diseases within months of each other, which was then like another kicker for me,” he reflects. “My sister is also struggling through a very serious chronic disease at the moment. So all of these have kind of solidified my crusade, my quest, my whole purpose to build something foundational for myself and for everyone around me,” he explains. And one of the fundamental focuses of good health for Dr. Abirached, is one that most tend to sacrifice – sleep. He argues that while the region’s vibrant lifestyle, social jet lag, AC dependence, and artificial lighting are drivers of poor sleep, this makes prioritising rest even more critical. “For the GCC, I think sleep is more important than, perhaps a little more important than anywhere else,” he notes.
Dr. Abirached’s strategy around health and longevity is very intentional. “The number one thing is a consistent sleep window,” he reiterates. He emphasises environmental control: cooling the room to 18-20°C, eliminating all light, and purifying the air. He is a particular advocate of the Eight Sleep mattress, which tracks sleep metrics with low EMF, adjusts temperature throughout the night, and even has an anti-snoring feature. “Your good night’s sleep starts in the morning, and a great morning starts the night before,” he says, advising exposure to natural light upon waking and minimising blue light and stimulating scrolling before bed.
For those feeling time-poor, Dr. Abirached is uncompromising on one non-negotiable habit: movement. “The greatest reward comes from movement,” he asserts, clarifying that this doesn’t require expensive gear or a personal trainer. It’s about mindful integration – taking the stairs, parking further away, and avoiding prolonged sitting. “It’s like having this incredible supercar, and you drive it as if it’s a bicycle.”
This foundational approach informs his view on trends like GLP-1 agonists, such as Ozempic. He doesn’t see them as villains, but warns against their use as uneducated quick fixes. “The body doesn’t do shortcuts. It does not like them, and it usually rebels against them.” His prescription for anyone using them is to pair them with strength training, increase protein intake, and consistently monitor blood work and body composition.
The core of Dr. Abirached’s work at Limitless Human, the UAE’s first longevity optimisation program, is reversing biological age. “The beautiful thing about working with biological age is that you get to keep the wisdom you’ve earned from your chronological age, but then you get to have the vitality of a much younger biological age.”
This vitality ripples out into every aspect of life. “You have a clearer mind. You’re able to make better decisions. Your relationships are better. You get angry far less. Your reactions become thoughtful rather than abusive,” says the doctor. His approach is designed to be a holistic transformation that proves we are capable of making ourselves younger through fundamental, intentional practices.
Looking ahead, Dr. Abirached is excited about peptides and cellular reprogramming, but is most optimistic about the region itself. He sees the UAE as the definitive hub for the future of longevity. “With complete honesty, it is the centre of well-being or wellness in the world right now I believe the UAE is the hub for any longevity science.”
“THE BODY DOESN’T DO SHORTCUTS. IT DOES NOT LIKE THEM, AND IT USUALLY REBELS AGAINST THEM.”
Form and Function
Technogym Connected Dumbbells
not only create an opportunity for more frictionless home fitness, but neatly
streamlines gym space
WORDS: AMINATH IFASA
The traditional home gym, with its inherent demand for dedicated space and tolerance for visual clutter, has long represented a compromise in our living environments. Technogym Connected Dumbbells elegantly defy this expectation, proposing a sophisticated alternative where a single, streamlined object replaces an entire rack of disparate weights. This signals a fundamental shift in home fitness philosophy, moving away from bulky accumulation and toward intelligent integration, refining the entire experience for the way we truly live.
The core innovation reveals itself through a simple yet profound gesture: a smooth rotation of the handle seamlessly transitions the weight from a light two kilograms to a substantial twenty-four. This effortless mechanism condenses twelve pairs of dumbbells into one unified form, effectively eliminating the physical and visual bulk that has traditionally defined strength training, while also reclaiming precious space.
Beyond its remarkable space-saving utility, the dumbbell functions as a deeply responsive partner in oneʼs fitness journey. Its integrated sensors meticulously track
the nuance of every movement, from an over the head press to the controlled descent of a curl, each gesture feeding performance data directly to the Technogym App. There, an intelligent AI coach translates this information into a dynamically personalised training regimen, learning an individualʼs unique rhythm and proactively adapting workouts in real-time to optimise progress and maintain engagement.
The entire ecosystem of the connected dumbbells is thoughtfully designed to integrate easily into the home. The accompanying stand, far more than a simple storage unit, serves as a compact harbour that neatly organises the weights alongside complementary accessories like a mat, roller, and resistance bands. With its clean lines and premium materials, the design is sufficiently sophisticated to claim a dignified place within a living space. Technogym is proving that there is a new, more intelligent option when it comes to personal strength training – a system that is as integrated as it is intuitive. Its Connected Dumbbells demonstrate that one of the most powerful transformations in our home fitness journey comes down to intentional design – both in style and structure.
The Fire Within
Chef Omar Basiony brings his Chicago swagger creative skills to one of Dubai’s most in-demand hotspots, Bâoli Dubai
WORDS: SARAH JOSEPH
In the fast-paced, high-pressure world of fine dining, Chef Omar Baisony, the Executive Chef at Bâoili Dubai, has one non-negotiable rule – respect. “The way we speak to each other matters,” he begins, his tone calm yet firm. “There’s always going to be a moment when things get heated in the kitchen, pans flying, people shouting, but at the end of the day, we’re a family. Family’s fight, they argue, they drive each other crazy, but if there isn’t care for each other as people, we can’t achieve anything.” That mindset, he explains, is the backbone of his leadership style. “It’s not me who makes it all happen, it’s the team, day in and day out. If I don’t show respect to them, how can I expect it in return? I’ve always believed in leading with respect, never with fear.” It’s a philosophy that threads through every layer of his journey, from Chicago to Boston, from Michelin-starred kitchens to the shores of Dubai.
Baisony’s story begins in the Windy City, though his family’s roots stretch from Egypt to Italy. “Food was always at the centre of our home,” he recalls. “Being a first-generation immigrant in the US, food became the language through which we held onto our culture.”
At 13, a summer in Padua with his uncle changed everything for Baisony. His mother had sent him to Italy partly to keep him out of trouble, but it was there, working in a small restaurant kitchen, that he discovered his calling. When he returned to Chicago, he knew he wanted to spend his life in the world of food. By 17, he had moved to Boston to train at L’Espalier, one of the East Coast’s most respected culinary institutions. The kitchen became his school of life where discipline met camaraderie and mentorship. Surrounded by chefs who treated one another like family, he learned lessons that would stay with him for the rest of his career. “That sense of family never left me,” he says.
“I’VE ALWAYS BELIEVED IN LEADING WITH RESPECT, NEVER WITH FEAR.”
After five years, he returned to Chicago, working in Michelin-starred restaurants including two-Michelin star restaurant Ria, before making the leap to Dubai in 2014. Over the next decade, his name became synonymous with some of the city’s most iconic dining destinations such as La Serre, Zuma, Flamingo Room, and the Park Hyatt, culminating in his role as Executive Chef of Bâoli Dubai.
For Baisony, joining Bâoli Dubai wasn’t just another appointment, it was an act of creation. “I’ve been on the project since pre-opening,” he says proudly. “I designed the kitchen, the plates, the crockery, the food direction, every detail.” The challenge was clear, it was how to channel Bâoli’s legendary reputation, from Cannes to Miami, into something distinctly Dubai. “Everyone knows Bâoli for its parties and its energy,” he explains. “But I wanted to put it on the map for food. I wanted people to come for the vibe, and stay for the menu.”
Within a year of opening, that vision paid off. Bâoli Dubai was recognised by the Michelin Guide, the only venue in J1 to
receive the honour in its first year. “We’re up against brands with multiple outposts, but we built something from the ground up,” Basiony says. “It’s about defining our DNA, where dining and nightlife coexist, without one overshadowing the other.”
The Bâoli Dubai menu reflects his global sensibility, as Japanese technique meets French finesse and Mediterranean soul. “People ask what kind of kitchen we are,” he says. “I tell them, product-driven. Everything starts with integrity. Whether it’s wagyu from Westholme in Australia or linecaught sea bass, it’s about knowing your product, knowing its story, and treating it with respect.” His philosophy of less is more guides the menu’s creative direction. “When you mix too many influences, you risk fusion confusion,” he says with a smile. “We start with great ingredients, choose the right technique, and let the flavours speak for themselves.” Among his favourites are the Chutoro carpaccio with passion fruit and aji amarillo dressing “elegant, bright, and full of energy” and the Chilean sea bass cooked over robata, with umeboshi miso glaze and finished with
a wasabi beurre blanc. “It’s Japanese in flavour but French in sophistication,” he notes. Bâoli Dubai isn’t just a restaurant, it’s a destination that shifts with the sun. “Daytime by the pool has a certain rhythm,” he says. “It’s relaxed, fresh, open. But by night, it transforms into something electric.” From long, laid-back lunches that roll into goldenhour parties to dinners that turn into dance floors, each part of Bâoli has its own identity. “We’ve built the experience around that evolution. You can spend the whole day here, and it will feel different at every hour.”
Still, his focus remains on pushing culinary boundaries. “Now that the foundation is strong, I want to carve out space for creativity,” he shares. “We’re working on a tasting menu experience led directly by the kitchen team that is intimate, seasonal, interactive. I want it to feel alive, spontaneous, and rooted in craftsmanship.” He reflects for a moment before adding, “The future of food, for me, is about ease. You can have the best product and the finest technique, but the experience should feel joyful. I want people to leave not just impressed, but happy.”
THE WYNNING
EYE
WORDS: ALICE HOLTHAM-PARGIN
In spring 2027, the curtain will rise on one of the UAE’s most ambitious hotel projects, Wynn Al Marjan Island. With 18 months to go, we talk vision, legacy and creating a modern hospitality marvel with the man behind the design mastery, Todd-Avery Lenahan
With its soothing natural light, floor-to-ceiling windows and muted palette, the Wynn Design & Development HQ on the outskirts of Las Vegas feels worlds away from the kaleidoscopically-hued, electrically energised Wynn Las Vegas hotel on the northern end of the Strip, where I’ve spent the last three days. A crimson carpet in the contemporary, near-all-white reception is perhaps the only parallel, a subtle nod to the rich hue that runs through the brand’s starry casino. But I’m not here to deep dive into the Las Vegas legend. Instead, the spotlight is firmly on a new icon rising closer to home. On the shores of Ras Al Khaimah’s Marjan Island is Wynn’s most exciting project to date – a head-spinning integrated beach resort, with an eye-watering price tag of $5.1 billion and an opening date set for just 18 months away. A detailed model of the project sits proudly in the foyer of Wynn Design & Development, where much of the creative and design magic happens. As I stand admiring it, Todd-Avery Lenahan,
Wynn Design & Development’s President and Chief Creative Officer, arrives, greeting the congregation of new faces (a mix of journalists and recently onboarded colleagues from the Marjan Island resort) with warmth and genuine interest.
He talks passionately about the intricacies of the resort with the insider knowledge of someone who has clearly considered every corner. He teases details we’ve not heard before. Almost all of the 22 restaurants will gaze out over the beach – a curated mix of high-end, casual and social dining experiences that will be both imports from Las Vegas and creations designed exclusively for Marjan Island. Of the 1,530 guest rooms, the resort will feature Wynn’s most extensive bungalow programme to date, with four townhouses and 10 marina estates –plus a duo of royal apartments of 15,000 square feet each crowning out the resort. The UAE iteration of Las Vegas’ multimedia show, Lake of Dreams, will be called Sea of Dreams and will be six times larger in Ras Al Khaimah, a theatrical masterpiece that’s described as an atmospheri-
cally rich, animated beachfront experience. “Part of the Wynn ethos is that we’re an entertainment company,” Lenahan explains. “Entertainment is everywhere – every restaurant is highly entertaining. Our environments are made to be architecturally and visually dynamic.”
Later, we sit down in Delilah, now confirmed as one of the first two restaurants t hat will form part of Wynn Al Marjan Resort’s culinary tapestry (the second will see acclaimed chef Alain Ducasse inject his signature French flair into the quintessential steakhouse experience). Former guests here read like a who’s who of the entertainment business, with Kendall Jenner, Justin Bieber and Drake among the familiar faces that have frequented Delilah’s Las Vegas outpost. It’s draped in glamour and opulence, serving as a sophisticated ode to the great supper clubs of Las Vegas in the early 20th century.
Peacocks flank the grand staircase, plush banquettes are adorned in custom Hermes prints (which sadly can’t be recreated for the Ras Al Khaimah outpost, Lenahan tells us), and a roster of multi-
“OUR ROLE IS NOT TO JUST CREATE A BEAUTIFUL PLACE [GUESTS] MOVE THROUGH. OUR ROLE IS TO CREATE PLACES THAT MOVE THROUGH YOU”
“ENTERTAINMENT IS EVERYWHERE –EVERY RESTAURANT IS HIGHLY ENTERTAINING. OUR ENVIRONMENTS ARE MADE TO BE ARCHITECTURALLY AND VISUALLY DYNAMIC”
piece bands and showgirls dripping in sparkles regularly rotate the stage. While the fictional narrative behind Delilah Las Vegas sees a former Vegas showgirl inherit a supper club, for Delilah at Wynn Al Marjan Island, the eponymous Delilah will be an entertainment icon of Beirut’s golden age, lacing the Las Vegas DNA with elements of the region.
That fusion of Wynn opulence with regional essence is the underlying current for Wynn Al Marjan Island’s design direction. “Our charge is to create something t hat is not at all what people anticipated,” Lenahan explains, of bringing Middle E astern influence without leaning on design cliches. “But when they see it, they feel, ‘aha, yes this is something I haven’t seen, but it’s got a familiarity to it.’” That meant taking a unique approach to the conception of Wynn’s first Middle Eastern resort. “Our role is not to just create a beautiful place [guests] move through. Our role is to create places that move through
you,” he reflects. As a result, each space is viewed as an experience, rather than just a physical environment. There’s a deliberate distillation the higher up the resort you go. The high-octane exuberance is reserved for the bottom floors, where you’ll find the restaurants, gaming and shopping promenade. The aesthetic gets lighter and calmer as you progress through the tower, to the spa floor, then on to the resort rooms, something Todd-Avery describes as a design ‘exhale’.
He’s also quick to highlight legacy over trend as his reigning ethos, particularly when it comes to restaurants, referencing long-running Wynn Las Vegas eateries like 21-year-old Wing Lei, 14-year old Sinatra, and the much-lauded The Buffet, now in its 20th year. “We create things that have legacy, that have roots, that have tenure. As I sit and draw them, I have in my mind that they all need to have a landmark quality to them, the day they open.” So for Wynn Al Marjan, that means innova-
tion, but not experimentation. We continue to discuss creativity and evolution, and while Lenahan has designed ‘over a dozen’ beachfront properties around the world, this will be his first beachfront resort for Wynn. “In many ways, it really was a blank canvas,” he says. “It was a canvas of a certain dimension, but we were allowed to paint freely on it – so that’s been a wonderful process.” One of the first – and more defining – moves was reorienting the resort from the original masterplan, something that Todd-Avery tells me occurred ‘about 17 seconds’ after he arrived on site for the first time. “It was the right move,” he affirms. “[That] resort would have been radically different from what you have today.”
While many parts will be analogous to Wynn Las Vegas, one feature that is exclusive to Wynn Al Marjan Island is Enclave, a hotel-within-a-hotel set on the resort’s top floors, promising to set a new hallmark for luxury. A collection of 313 elegant rooms range from entry-level suites to the sumptuous royal apartments, and Enclave guests will also benefit from a private entrance, their own exclusive pool and beach, plus a dedicated restaurant above the grand lobby helmed by a yet-to-be-revealed renowned restaurateur making their UAE debut.
“We were so committed to honouring the consumer expectation in this region that we said that we’ve got to go to a new level,” Lenahan tells Emirates Man on the reason behind creating Enclave. “The discerning traveller craves independent addresses with great personality and that give them a sense of propriety. They like to arrive and feel like this is their hotel. I get the same room, they know what I like to drink, and the concierge knows me. And we can offer that on the scale of Enclave.”
So, after more than 25 years as a pioneering thought leader in hospitality design, how does Lenahan keep the creative juices flowing? “You have to stay constantly curious,” he says. “I don’t look at books, I don’t look at magazines, I don’t look at what my peers are doing in the industry, because it imprints on you images and ideas that can actually short-circuit your ability to think freely.”
Instead, he explains, the way he brings each concept and space to life is through ‘a lot of dreaming on behalf of our customers.’ “I source from life, from experience. It doesn’t always happen in the studio. Our job is to create something that is really a new view of something people thought they already knew all about. And when we show it to them, they go, ‘This is a dimension of this particular culture, this particular flavour, this particular type of dining that I’ve never experienced before.’”
The Human Element
Omar Al Gurg, founder of the furniture studio Modu Method, is building a creative practice centred on connection and conscious design
WORDS: AMINATH IFASA
When Omar Al Gurg, founder of furniture studio Modu Method, logs into our video call, my immediate first impression is one of serene contrast. Seated against a backdrop of striking textures while dressed in a crisp white kandora and a warm smile, he possesses a quiet composure that feels both grounding and generous. This initial sense of deep-seated calm is the first thread in understanding a creative who defies easy
categorisation. A man who deftly blends the roles of an artist, designer, and businessman with a humility that seems earned – not performative. Behind him, a sundrenched tapestry commands the space. He introduces it as the work of Adrian Pepe, a Honduran-based artist in Lebanon deeply committed to textural narratives. “He uses wool from the Awassi sheep, processes it into felt, and dyes it with red ochre, from the earth – the first pigment known to man,” Al Gurg shares, his explanation an invitation into a world he finds fascinating. A passion for the ‘why’ behind an object, is the throughline of his own creations.
Al Gurg’s current focus shifts between bespoke furniture commissions and playful, personal projects. He’s collaborating with brands like Calico Wallpapers and Stellar
Works, crafting their booth for the upcoming Downtown Design event, and quietly preparing to launch a new multi-functional objet for his own label. “We’re planning on launching a mabkhara a modern take. It’s made out of marble and steel, quite industrial, but it looks soft,” he says, his hands gently shaping the form in the air as he describes the versatile object that can serve as a candle holder, incense burner, or even a stand for an espresso cup. “Our product line is very much like, if it’s a chair, why does it have to be just a chair?” This philosophy of fluid function fuels him, a principle that extends beyond product design and into his photographic work, most notably his celebrated Everyman’s Mountain exhibition at Lawrie Shabibi Gallery. That project was born from a personal pilgrimage, climb-
ing Kilimanjaro mountain, and a practical problem. “I tried to find visual references,” he recalls. “But I couldn’t find anything apart from tourist photos.” So, with the meticulousness that defines his approach, he took three cameras and documented the arduous ascent himself, a task that fundamentally transformed his perspective. The resulting photographs are powerfully raw, but their profound depth lies in his focus on the people – the porters who make the journey possible. “For a group of seven, we had about 30 porters it takes a village,” he notes, his voice softening with respect. This idea of framing the epic within a humble, human story highlights his creative instinct to celebrate the collective over the individual. Whether designing a chair or composing a photograph, Al Gurg’s goal is to foster a
palpable emotion. “I want it to evoke any kind of feeling, because I want people to think when they are looking at my work,” he says. In an age of endless scrolling, his creations are a deliberate call to pause and engage. This principled perspective also firmly guides his forays into high-profile commercial collaborations with Houses like Vacheron Constantin.
He navigates this glamourous world with a clear-eyed view, acutely aware of the tokenisation that sometimes surfaces for Emirati artists. “I do feel tokenised, like a checkbox sometimes” he admits with a disarming directness. But for Al Gurg, every project is a potential partnership, a dialogue where creative conviction and commercial requirements must find a harmonious balance. “It’s a constant conversation that you have to have with people. If you actually have these active conversations with them in good faith, you end up pushing yourself in a way which you now know you’re capable of.”
This level headed outlook extends to how he manages his dual roles. Somehow, he sustains this vibrant creative drive while also leading the design division for his family’s real estate arm, the Easa Saleh Al Gurg Group. For many, this would be a recipe for burnout or a fractured identity, but for Al Gurg, it creates a virtuous cycle. He describes it as a cross-pollination of disciplines; the corporate world instills a sense of
diligence and structure that informs his studio, while the creative studio ensures his architectural work remains infused with soul and a human-centric approach. “Whatever I learn from the corporate world, I try to implement in my business, and whatever I learn from my business in the creative world, I try to implement there,” he explains.
This ability to synthesize seemingly opposing fields hints at a foundational aspect of his character: he is a perpetual learner. He dismisses the “self-taught” label with gracious humility. “I don’t think that I’m my own teacher. Everything that I’ve learned, I’ve learned from either somebody else or something else,” he reflects. His inspiration is drawn from a vast and eclectic well – cinematography, music, the pressure of national service, or a quiet moment in nature. “I find my points of reference through the moments where I can learn the most –and then I can turn it into something else.”
As the conversation concludes, the pieces of Al Gurg’s character coalesce. The warm smile, the detailed explanations, the principled stands, and the humble acknowledgment of his own journey – they all paint a portrait of an artist driven by a genuine desire to connect. His world is one of thoughtful tangents and tangible connections, where building a bridge between the beauty of a moment and the objects we live with invites us to lean in closer and take the time to experience with intention.
Everyman’sMountain, the inaugural solo exhibition by Emirati artist and designer Omar Al Gurg at Lawrie Shabibi Gallery
BEHIND THE SAUCE
As CARBONE makes its muchanticipated debut Atlantis The Royal, Chef & Co-Founder Mario Carbone and Co-Founder Jeff Zalaznick discuss what it takes to create one of the world’s most talked-about dining experiences
WORDS: SARAH JOSEPH
It’s three days before CARBONE Dubai’s grand opening, and the energy inside Atlantis The Royal is already electric. In one corner of the soon-tobe world-famous dining room, cofounders Mario Carbone and Jeff Zalaznick are having a lighthearted conversation about baseball – specifically, the Yankees’ playoff chances. It’s not what you might expect from two men who know they’re about to make hospitality history in the UAE. But this is a pair that are as balanced as their restaurant – Carbone, a chef with a craftsman’s eye for detail; and Zalaznick, a strategist who knows how to turn every concept into a global movement.
The following weekend, Dubai’s most glamorous address would host an unforgettable three-day celebration to mark CARBONE’s arrival. The red carpet opening party would be peppered with supermodels like Alessandra Ambrosio and
Romee Strijd, actress Kat Graham, and footballer Rio Ferdinand, joined by regional icons Mona Zaki and Mona Kattan. Guests mingled over bite-sized signatures, Caviar Stracciatella Toast, Spicy Rigatoni, and Tortellini Tartufo Nero, as the restaurant transformed into a cinematic homage to 1950s New York and Naomi Campbell DJed into the night. Over the weekend, nightly VIP dinners and a Rick Ross performance at CARBONE on the Beach sealed the venue’s status as the launch of the season.
But before the festivities kicked off, Carbone and Zalaznick proved themselves to be much more focused on precision than paparazzi. “The parties are great,” Zalaznick says with a half-smile, “but what really matters is what happens on a Tuesday night at 9:30pm, that’s when you earn your reputation. We’ve been doing this for over a decade, and the truth is, we still show up like it’s day one. That’s
what separates the good from the legendary.” Carbone nods, adding, “The glamour is what people see, but the grind is what keeps it alive.” That’s been the winning recipe for the duo since 2012, when CARBONE first opened in Manhattan’s Greenwich Village. The restaurant made nostalgia feel revolutionary with its nowiconic Italian-American menu. From the Caesar alla ZZ, the Chicken Massimo, and the Veal Parmesan, to the mouthwatering Spicy Rigatoni, it didn’t just earn acclaim, it became a cultural touchpoint.
Still, CARBONE’s global success isn’t built on nostalgia alone. Beneath the velvet banquettes and Sinatra soundtracks lies an almost military level of meticulousness. “We have an incredible team of chefs,” says Carbone. “They travel from city to city, keeping the recipes alive. We’ve built this global system, videos, databases, everything, to make sure each plate tastes exactly as it
“THE TRUTH IS, WE STILL SHOW UP LIKE IT’S DAY ONE”
should. The first rigatoni of the night should taste just like the thousandth.”
That consistency is matched by charisma. Service at CARBONE isn’t service, it’s theatre. Waiters glide through the dining room with old-school swagger, timing their services like choreography. “We created this philosophy of hospitality when we opened in New York,” Carbone explains. “After fifteen years of living it, training thousands of people, you become it, you embody it. The food, the music, the service, it’s all part of the same rhythm.”
The Dubai outpost takes that rhythm and, of course, amplifies it. Designed by Bishop Design, it’s old-world glamour but seen through a modern lens. Chandeliers cascade over damask walls, Venetian mirrors catch the sparkling light, and a coffered ceiling of patinated metal tiles gives off an inviting glow. At its centre resides one of the largest jellyfish tanks in the world, an
ethereal showpiece that perfectly mirrors the restaurant’s philosophy: familiar, yet unlike anything else. “We wanted guests to feel like they’re stepping into a film,” says Zalaznick. “Every CARBONE has its own story and its own visual heartbeat.”
That sense of place is key to preserving the brand’s DNA. “No two restaurants look the same,” he adds. “Vegas, Miami, Hong Kong, now Dubai, they all feel different, but they all feel like CARBONE. That’s how we maintain the essence while letting every city have its own identity.”
That adaptability defines Major Food Group (MFG), the powerhouse hospitality company the duo built with Rich Torrisi. With over fifty venues worldwide, MFG has reshaped how people experience dining, fusing world-class cuisine with storytelling and soul. “We’re not chasing trends,” Zalaznick affirms. “We’re creating timeless, multigenerational experiences. The innovation
already happened when we decided fine dining could be fun again.” It’s that very mindset that first disrupted the global dining scene. Long before ‘experiential dining’ became an industry buzzword, CARBONE was pioneering it, redefining luxury through warmth and wit. “We wanted to bring back the joy,” Zalaznick shares. “Fine dining had become too serious. We made it emotional again. We made it human.”
For both founders, Dubai represents the ultimate stage for that evolution. “It’s a dream come true,” says Carbone. “We’ve always wanted to open here. Being part of Atlantis The Royal, it’s spectacular,” Zalaznick nods, smiling. “It’s humbling that our brand is wanted this far from home, it’s exciting and it makes us proud.”
Atlantis The Royal, already listed among the World’s 50 Best Hotels, provides a fitting backdrop. “This restaurant’s arrival has been nothing short of sensational,” says Olivier Bonard, the resort’s General Manager and Senior Vice President. “In less than a week of opening reservations, we received thousands of bookings. CARBONE Dubai isn’t just a restaurant, it’s a destination.” That destination speaks to Dubai’s evolution into one of the world’s great dining capitals. “At this point, the emirate is as sophisticated a dining city as any in the world,” Zalaznick notes. “It’s become a global food and hospitality hub, and we treat it as such.” From the main dining room’s polished glamour to the terrace overlooking the Skyblaze Fountain Show, CARBONE Dubai captures both cities’ essence: New York’s timeless confidence and Dubai’s taste for spectacle.
And even as the brand expands across continents, both founders remain handson. “We’re the first ones in and the last ones out,” Carbone says. “There are no shortcuts. If you want to grow internationally, it takes long hours, plane rides, and total commitment.” That commitment shows in every swirl of sauce, every flick of a napkin, every perfectly timed Sinatra track. “It’s about creating moments that stick,” says Zalaznick. “A night people talk about long after the last drink’s been poured.”
For all the glamour and global acclaim, Carbone insists the formula hasn’t changed. “We just wanted to open the best restaurant we could,” he says, “something that represents the idealised version of those New York Italian spots we grew up loving.” The global buzz, the celebrity following, the viral rigatoni, it all came later. “That was never the plan,” Zalaznick admits. “But if becoming part of pop culture is the byproduct of doing something right, we’ll take it.”
DUTCH TREAT
In Amsterdam’s museum district lies a canal-side stay that combines natural brightness, proximity to worldclass museums, and youthful touches that appeal to both business and leisure travellers
WORDS: VAMA KOTHARI
Picture this: you’ve just landed at Schiphol after a seven-hour red-eye, and the crisp autumn air of Amsterdam brushes your cheeks, instantly evoking that cold-country charm we crave as GCC residents. There’s something about the oxygen-rich air and the scent of dried leaves that softens you – even the lines on your forehead seem to ease. A private Mercedes awaits, and soon you’re gliding into the heart of the city, bound for Avani Museum Quarter Amsterdam Hotel. Perfectly placed between culture and calm, the hotel sits just 500 metres from the Rijksmuseum, Van Gogh Museum and Stedelijk, with P.C. Hooftstraat’s designer boutiques and De Pijp’s eclectic cafés are only steps away. It’s the ideal home away from home in Venice of the North.
A NEW WAY OF BUSINESS
If you’ve hopped across Europe for work or leisure, you’ll know the drill – compact 20sqm rooms and a no-frills bed-and-breakfast feel. Avani breaks away from that mold. It’s a lifestyle-forward business hotel that blends comfort with a sense of play, designed for travellers who want more than just a bed to crash in. The vibe is cool and welcoming… easy-going staff who remember your name, a general manager who greets you with a smile in the lobby, and a sense of community that feels rare for city hotels. Small touches keep it fresh: a live juicing station where you can throw in kale, ginger, carrots or oranges to build your own blend, yoga mats in every
room as a subtle nudge to move, and a smart TV that doesn’t just stream your favourite shows but also offers on-demand fitness programmes you can try right there on the mat.
THE STAY
Floor-to-ceiling glass windows tilt at just the right angle to create a cosy nook, ideal for curling up with a book or watching locals cycle past the canals. It feels like a living postcard of everyday Dutch life. The panoramic waterway view is Amsterdam’s own warm welcome, whether you’re here for business or leisure. When it’s time to rest, the bedding is plush and better than the standard business hotel offering.
THE DINING
The Pantry is a new concept for the brand – Avani’s casual dining space was designed with the traveller’s pace in mind. In the mornings it serves a straightforward buffet of local pastries, à la carte dishes cooked to order and lighter options like vegan snacks and smoothies. The set-up makes it easy to grab a juice or sandwich on the way out, but if you prefer to linger, there are wraps, bowls, fresh pasta and bites available throughout the day. The ground level lounge connects to The Pantry and, in warmer months, the terrace opens onto a quiet courtyard, offering a relaxed spot to sit with coffee or something sweet away from the buzz of the city.
THE ART AND ARCHITECTURE
If Amsterdam were ever bottled up and poured into a hotel, Avani would be it. Designed by Dutch architect Wim de Bruijn, the space doesn’t follow the usual glossy gold-and-black formula but instead embraces a palette of more than 26 colours, a nod to the city’s bold creative spirit. The design takes its cue from the Stedelijk Museum’s collection, balancing avantgarde touches with familiar Dutch traditions. Brick, so central to Amsterdam’s s treetscapes, anchors the glass façade, while inside, clean lines, functional furniture and reflective surfaces mirror the
calm of the canals. The details are where the property really comes alive: geometric carpets, colourful tiles and soft furnishings inspired by artists like Piet Mondriaan, Anni Albers, Gunta Stölzl and Sophie Taeuber-Arp. Downstairs, the lobby, pantry and co-working areas form a relaxed, creative nook often filled with locals, whether t hey’re sketching ideas, catching up over coffee or simply reading by the fireplace. It’s the kind of space that can shift easily from quiet solitude to a casual glass of bubbles wit h a friend, depending on the mood you bring to it.
THE HIGHLIGHTS
One of the joys of staying here is how the hotel finds small, playful ways to connect you to the city. You can roll up your sleeves for a stroopwafel masterclass in The Pantry, discovering how a Dutch staple goes from simple dough to caramel-filled comfort. Or you can take the easy route to feeling like a local and rent a bike directly from the hotel, pedalling out into the city the way Amsterdammers have done for decades. These little touches don’t overshadow the stay, they make it feel rooted in the spirit of the picturesque city.
ON THE DOT
Leave it to Tod’s to come up with a new sneaker line that blends tech and tradition. Called Red Dot, the chic footwear is instantly, if discreetly, recognisable thanks to the distinctive red dot that adorns the heel. A nod to the brand’s iconic Gommino soles, the shoes offer a sophisticated option for men looking to elevate their sneaker game.
