The Watch and Jewellery Middle East Show, taking place at Expo Centre Sharjah and set to conclude on Sunday, is drawing attention for a run of luxury showcases from local exhibitors. While the event’s broader program spans watches, diamonds, and gemstones, several on-floor pieces are emerging as the most talked-about attractions among visitors.
A gold dress in the spotlight
One of the most prominent displays is a gold dress presented by Rimezan Jewellery for the first time at the show. The company describes the piece as made from 21-karat gold, exceeding 10 kilograms, with a stated price of 5 million dirhams. The dress is also noted as registered in the Guinness Book of Records as the “most expensive gold dress in the world.”
For attendees, the attraction is not only the craftsmanship, but the scale of the display and the way it positions the fair as a platform for highly public, record-style luxury moments. In a region where high-end retail is tightly linked to prestige events, such features typically serve as marketing anchors that can increase footfall during exhibition days.
New diamond designs and curated collections
Beyond the centerpiece dress, the fair highlights ongoing category growth in diamond jewelry and brand-led collections. Shuaibi Jewellery, for example, is presenting a collection called “Aura Mousa,” developed with Emirati designer Shama Al Halami. The exhibitor is also showcasing selections tied to its “Sheikha Hind” range, launched last year.
The company says it is revealing more than 500 new designs in the diamond section as part of the current edition. The emphasis on volume and variety suggests exhibitors are competing not just on marquee items, but on breadth, aiming to capture both first-time buyers and clients looking for bespoke or statement pieces.
Record-inspired showcases and Emirati themes
Al Arabia Jewellery is also highlighting items tied to global attention and Guinness listings. The release references a “Union Frame” design intended to bring together the features of the UAE’s seven emirates in a single composition. It also points to additional record-related displays, including the “largest ring” and the “largest marquise,” as described in the provided information.
Pieces like these reflect a broader trend in luxury exhibitions across the Gulf, where jewelry is increasingly presented as both wearable art and a cultural storytelling medium. Themed designs can help exhibitors differentiate in crowded segments, especially when buyers want something that feels locally meaningful while remaining high-value.
Pearl jewelry and limited-availability bridal sets
Pearl-focused offerings are another visible theme at the show. Jewels of Fowad Jewellery, according to the event coverage, is displaying a selection of designs that blend gold, diamond detailing, and colored gemstones such as red ruby, emerald, and blue sapphire. The release highlights the “Palm” collection in 18-karat gold as a standout.
Alongside these items, the exhibitor is also presenting exclusive pearl jewelry collections. It additionally describes diamond sets for brides produced as one-off designs, with only a single piece per design concept. From a buyer perspective, limited availability is often used to reinforce exclusivity, which can be a decisive factor in high-end jewelry purchases where personalization and rarity carry premium value.
What the fair’s luxury mix signals for UAE visitors
Exhibitions like this one typically play a double role. They function as commercial marketplaces for jewelry and watch brands, and they also support tourism and lifestyle calendars by offering curated experiences for both local audiences and visitors from outside the UAE. The presence of record-linked pieces and extensive new collections suggests exhibitors are prioritizing spectacle and selection in equal measure.
For shoppers, the show appears positioned to deliver a mix of headline attraction and deeper browsing across categories, including gold, diamonds, colored stones, pearls, and luxury watches. For the industry, the lineup reinforces how Gulf fairs continue to serve as regional launchpads, where brands can showcase craftsmanship, test demand, and build visibility ahead of the next retail cycle.
The Watch and Jewellery Middle East Show continues to draw thousands of visitors, with participating brands presenting limited or exclusive releases alongside established lines.