You hear the EDIT by Ahmed Seddiqi store before you see it. The fun new watch and jewellery concept store at Dubai Mall is pumping out an upbeat dance music soundtrack to welcome a younger crowd who are eager to browse the lifestyle timepieces inside.
Around 20 brands have been thoughtfully curated to provide an approachable edit of watches that cover ever inch of the mid-range market. Passing an artist making a mural of the word EDIT with marker pens outside the boutique, we enter the exciting metallic space, which could pass as a sneaker store in Alserkal Avenue.
First up is a strong selection from West End Watch Co. the brand that set Ahmed Qasim Seddiqi on his way in 1949. Nearby are beautiful retro pieces from Vyntage, a brand created by the Seddiqi family. Elsewhere, the likes of Victorinox, Frederique Constant, Casio G-Shock, DKNY, Fossil, Daniel Wellington, Adidas, Emporio Armani, Alpina, Michael Kors, Movado and Oris offer plenty of variety and price points for men and women.
On display are simple two-hand watches, chronographs, digital watches, sports watches, dress watches, dive watches, and many more pieces on steel, rubber and leather straps. Sunglasses will arrive soon at the store near the Dubai Mall waterfall but for the launch there’s also a good selection of jewellery for men.
Whereas staff at Seddiqi’s high-end franchised brand boutiques around the corner in Dubai Mall wear a suit and tie, sales assistants at EDIT by Ahmed Seddiqi wear black t-shirts and sneakers. The aim of EDIT by Ahmed Seddiqi is to provide a younger customer with an accessible place to pick up an affordable watch ideal for everyday wear. Indeed, the About Us section of the store’s slick e-commerce website mentions the word ‘trend’ four times. As you would expect from any venture orchestrated by the hugely knowledgeable and experienced people at Ahmed Seddiqi & Sons, the pieces available at EDIT by Ahmed Seddiqi have been curated with style and flair and provide an engaging collection to suit every watch lover.
The EDIT by Ahmed Seddiqi boutiques in Dubai Mall, Dubai Hills Mall, and City Centre Al Zahia are now open. byedit.com