Vacheron Constantin recently reopened its boutique at Dubai’s Mall of the Emirates, blending Swiss watchmaking expertise with local culture. An artistic collaboration with Her Highness Sheikha Lateefa bint Maktoum bin Rashid Al Maktoum and the Tasmeem Tashkeel Art & Design Collective, the new space reflects the region it exists in.

The revamped space reflects the Maison’s 270-year heritage of craftsmanship while embracing the richness of the UAE’s traditions. A key highlight is the collaboration with HH Sheikha Lateefa bint Maktoum bin Rashid Al Maktoum and the Tasmeem Tashkeel Art & Design Collective, resulting in a bespoke artwork, Home. Printed on stainless steel, the piece captures the tranquillity of the Dubai desert, featuring falcons, Arabian gazelles, and Ghaf trees.

The boutique features a private salon inspired by the traditional Majlis, housing the region’s first Les Cabinotiers library. The renovation celebrates art, culture, and exceptional craftsmanship, enhancing the client experience and showcasing the Maison’s dedication to tradition and modernity.

Vacheron Constantin’s Middle East Managing Director, Christophe Ramel, and HH Sheikha Lateefa Bint Maktoum Bin Rashid Al Maktoum share an insight into the exciting collaboration…

How did this collaboration with Vacheron Constantin come about, and what aspects of their brand resonate with your artistic vision?

Her Highness Sheikha Lateefa bint Maktoum bin Rashid Al Maktoum: The collaboration with Vacheron Constantin emerged from a shared appreciation for craftsmanship, storytelling, and timeless elegance. Their brand philosophy aligns deeply with my artistic vision, particularly their commitment to preserving heritage while embracing innovation. For the Mall of the Emirates boutique, the artwork titled Home was inspired by the UAE’s desert ecosystem, a subject that has always been central to my practice.

The piece incorporates symbolic elements of Emirati culture, such as the majestic hunter that is the falcon, a representation of freedom and strength, and Arabian gazelles, embodying resilience. The Ghaf tree, our national tree, frames the composition as a symbol of endurance and heritage, while the orderly rows of human-planted palms hint at the delicate interplay between nature and human intervention. These elements celebrate the UAE’s natural beauty and invite reflection on the importance of preserving our fragile ecosystems.

Both your art and Vacheron Constantin’s craftsmanship bridge tradition with the modern day. How do you see these two creative realms intersecting in this collaboration?

Her Highness Sheikha Lateefa bint Maktoum bin Rashid Al Maktoum: This collaboration beautifully demonstrates how tradition and modernity can coexist harmoniously. My artistic practice is deeply rooted in capturing the essence of the UAE’s heritage, while Vacheron Constantin’s craftsmanship embodies centuries of expertise and innovation. In Home, we bridged these realms by using contemporary materials like milled steel and advanced paint techniques to interpret traditional themes from Emirati culture.

The precision and attention to detail in Vacheron Constantin’s creations resonate with the intricate craftsmanship of the artwork. Together, these creative realms celebrate the timelessness of tradition while embracing the possibilities of modern design and technology. It’s a meeting point where artistry, heritage, and innovation converge.

As someone who has pioneered initiatives like the Tashkeel Scholarship Fund, how do you hope collaborations like this one will inspire the next generation of artists in the UAE?

Her Highness Sheikha Lateefa bint Maktoum bin Rashid Al Maktoum: Through initiatives like the Tashkeel Scholarship Fund, we aim to nurture and empower emerging artists, providing them with the tools and opportunities to thrive. Collaborations like this one serve as a beacon of what is possible when art, culture, and commerce come together. They showcase the depth of talent within the UAE and the potential for creative practices to transcend traditional boundaries.

I hope this project inspires the next generation to see the value of their heritage as a foundation for contemporary artistic expression. It demonstrates that art is not only a form of cultural preservation but also a driver of innovation and economic growth. By integrating local talent through platforms like MakeWorks UAE, this collaboration emphasises the importance of community and collaboration, encouraging young artists to dream boldly while staying rooted in their identity.

How does the boutique’s design reflect Vacheron Constantin’s heritage and values, especially for visitors in the Middle East?

Christophe Ramel: The newly renovated boutique at the Mall of the Emirates embodies Vacheron Constantin’s commitment to excellence, showcasing nearly 270 years of watchmaking heritage within a modern, sophisticated space. The design captures the spirit of the Maison, blending traditional craftsmanship with contemporary aesthetics. With elements like our expanded VIP room, we’re able to offer a truly personalised experience that resonates with Middle Eastern visitors who value both exclusivity and elegance. This space reflects our dedication to combining horological mastery with an appreciation for regional artistry and culture.

Can you share more about the curated experience for Middle Eastern clientele in this boutique? Are there any personalised or exclusive services on offer?

Christophe Ramel: Our boutique in the Mall of the Emirates is designed to provide a distinctive and personalised experience that meets the preferences of our Middle Eastern clientele. We offer tailored services, from private appointments and custom engraving to exclusive access to our latest collections and rare pieces, including periodic showcases from the Les Cabinotiers collection. Our goal is to provide a seamless journey into the world of high watchmaking, where each client can feel a deep connection to the artistry and craftsmanship Vacheron Constantin stands for.

Are there any exclusive features or services offered at this location that differentiate it from other Vacheron Constantin boutiques globally?

Christophe Ramel: Yes, this boutique stands out with its larger, reimagined space and exclusive features tailored for the Middle Eastern clientele. Visitors will find a special installation created by HH Sheikha Lateefa bint Maktoum, which pays homage to the UAE’s rich heritage. Additionally, the boutique permanently houses our full collection, including the latest novelties from Watches & Wonders 2024. Our VIP room elevates the client experience, allowing for private consultations and access to exclusive models and custom services. This boutique reflects a refined, curated experience that is unique within Vacheron Constantin’s global presence.

What does Vacheron Constantin’s new presence at the Mall of the Emirates signify for your brand’s strategy in the region?

Christophe Ramel: The reopening of our boutique at the Mall of the Emirates marks a significant step in reinforcing our brand’s legacy and expanding our commitment to the Middle East. This location is not only a celebration of our heritage but also a space that underscores our close ties to the region’s artistic and cultural landscape, exemplified through our collaboration with Tashkeel and HH Sheikha Lateefa bint Maktoum. By offering an environment where visitors can experience our latest novelties and master line, we’re bringing a blend of luxury, craftsmanship, and cultural appreciation to our Middle Eastern clientele. It’s an exciting milestone that deepens our engagement with this dynamic market.

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