Experience Time Returns to Dubai

Luxury watch brands offer up unique, interactive experiences.

Experience Time Returns to Dubai
This Is Yung

Richemont Group and its Specialist Watchmakers Maisons are back in Dubai for Experience Time for its second edition. This unique cultural interactive experience is dedicated to showcasing the intricate world of watchmaking and will be in Dubai from February 14th to 18 at the Maisons’ flagship boutiques in Dubai Mall.

Experience Time made its debut in the Middle East in 2022, spearheaded by Richemont Group’s Specialist Watchmakers Division (SWM). This year marks the exhibition’s eagerly anticipated return. The experience aims to further engage invited clients, watch connoisseurs, and enthusiasts in the world of high watchmaking. Guests will have the opportunity to partake in live experiences, learn directly from the Maisons’ watchmaking artisans, and delve into the rich history, innovations, and a collective passion for fine watchmaking.

A watchmaker at work.

The Maisons under Richemont’s Specialist Watchmakers umbrella include A. Lange & Söhne, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Piaget, Roger Dubuis, and Vacheron Constantin and all are inviting watch enthusiasts to participate in a range of educational activations at their Dubai Mall boutiques. Experience Time will offer a diverse array of experiences that seamlessly bring together historical craftsmanship with modern technology, reflecting the unique identity and DNA of each Maison.

“We have eagerly awaited the return of Experience Time to Dubai, in partnership with Dubai Mall. The second edition offers a remarkable opportunity to further explore the distinctive savoir-faire and extraordinary creations showcased within each Maison’s flagship boutiques in Dubai Mall. This immersive experience serves as a testament to the artistry and meticulous craftsmanship of watchmaking and we take great pride in unveiling the activation once again,” says Michael Guenoun, Group Specialist Watchmakers Distribution Director & CEO of TimeVallée.

A.Lange & Söhne

Experience Time
A.Lange & Söhne’s 360 installation

Embark on a digital odyssey with A. Lange & Söhne’s immersive installation, offering a 360° view of iconic timepieces. Dive into mesmerizing 3D projections with special effects, exploring the intricacies of watch movements in real-time.

IWC Schaffhausen

Experience Time
IWC Schaffhausen’s Pit Stop Chrono Challenge

Experience the thrill of the “Pit Stop Chrono Challenge” at IWC Schaffhausen’s boutique. Embrace the world of Formula 1 as you race against the clock to change the strap on the AMG Petronas Chrono 41. Capture your speed feat with personalized clips set to captivating music.


Experience Time
Reverso by Jaeger-LeCoultre

Celebrate the timeless elegance of the Reverso with Jaeger-LeCoultre. Discover the iconic timepiece’s rich heritage through engaging storytelling. Engage in personalization experiences and explore the craft of the Perlage machine while enjoying surprise gifts.


Experience TIme
Panerai’s Watchmaking Masterclass

Dive into the artistry of Italian craftsmanship with Panerai’s watchmaking masterclass. Witness precision and dedication firsthand as you immerse yourself in the meticulous assembly and disassembly of movements.


Piaget’s Gemsetting Workshop

Join Piaget for a day of artisanal exploration with a Watchmaking & Gem Setting Workshop. Discover the intricacies of Piaget’s Gold Mastery and Décor Palace motif. Engage with Boutique Watch Specialists and indulge in the mastery of Piaget’s timepieces.

Roger Dubuis

Experience Time
Roger Dubuis’ Secret Room and racing simulator

Embark on an adrenaline-fueled journey with Roger Dubuis at a bespoke Secret Room in Dubai Mall. Immerse yourself in the world of high-speed racing and haute horology with cutting-edge simulators. Explore Roger Dubuis’ exceptional collection inspired by motorsport legends.

Vacheron Constantin

A stunning piece from Vacheron Constantin

Experience the pinnacle of high watchmaking excellence with Vacheron Constantin’s “Celebration of Craftsmanship.” Explore Métiers d’Art crafts like enameling and gem setting. Engage in interactive experiences and test your knowledge with a playful quiz.


These unique events will run until the 18th, so head on down to Dubai Mall and immerse yourself in a world of time.

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