“The Middle East treasures symbolism, storytelling and elegance.”
In the art of fine watchmaking, more than the passing of hours, time is artistry, heritage and self-expression. Few know this better than Daniela Di Luca, Senior Vice President and Managing Director of Timex Group’s Luxury Division, who oversees the direction of powerhouse brands including Versace, Salvatore Ferragamo and Philipp Plein.
With two decades spanning Milan, Paris and New York, Daniela has earned a reputation for translating a maison’s DNA into creations that resonate across cultures. Here, Daniela shares her perspective on cultural nuance, the growth of personalization and how, according to her, true luxury is defined in this region.
“Gold tones, diamond bezels, and intricate dials reflect cultural taste and the region’s love for craftsmanship.”
“When designing for a region as rich in heritage as the Middle East, it begins with respect,” Daniela reflects. “The Middle East treasures symbolism, storytelling, and elegance.”
Versace, for instance, elevates the iconic Greca or Medusa motif into bold yet refined expressions. For Philipp Plein, audacity remains central, but it is styled to align with regional tastes for statement luxury. “Gold tones, diamond bezels and intricate dials stand out as reflections of cultural taste and the region’s love for craftsmanship,” she adds.
“Prestige alone doesn’t impress. Collectors seek individuality, exclusivity, and authenticity.”
Today’s Middle Eastern luxury client is discerning, confident, and highly attuned to authenticity. “Prestige alone doesn’t impress. Collectors here know the difference between something expensive and something exceptional,” Daniela explains. What matters most is individuality, exclusivity and the narrative behind the design.
Personalization has become the new marker of luxury, and Timex Group’s luxury houses have embraced this shift. From limited editions and engraved case backs to capsule collections created specifically for the Gulf, exclusivity is matched by experience. “Luxury today must feel intimate; made not just for you, but with you in mind,” Daniela notes.
“Luxury today must feel intimate; made not just for you, but with you in mind.”
“Collectors here know the difference between something expensive and something exceptional.”
Private previews and tailored experiences further strengthen the bond between collector and maison.
The region’s collectors can expect more than just exceptional timepieces. “Automatic movements, immersive experiences, and collaborations that celebrate the dialogue between local culture and global design are all ahead,” Daniela says. Yet above all, the division’s focus remains on cultivating relationships that last; timeless, like the watches themselves.
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