In an exclusive conversation with Campaign Middle East, Sugam Bhasin, Senior Director – Group Marketing and Communications at Seddiqi Holding, explained, “Historically, Ahmed Seddiqi has been guided by its heritage, expertise, and long-standing relationships within the industry, serving as a trusted partner and representative for some of the world’s most renowned brands. Through this, we established ourselves as a leading authority in luxury across the region.”
He added, “As we started to plan for our 75th anniversary, we viewed it as an opportunity to strengthen awareness of the Ahmed Seddiqi brand, reinforce our position as a trusted authority in the luxury market, and share the story behind the Seddiqi family business that has helped shape the luxury industry in the region for 75 years. Our anniversary was also an important moment to further evolve the Ahmed Seddiqi brand through our brand refresh, and ensure this evolution was reflected across our retail and brand touchpoints.”
This was supported by a strong social and digital campaign, helping the brand further connect with different audiences in meaningful ways while driving awareness of the Ahmed Seddiqi brand and its vision for the future.
The integrated campaign also spanned across products, experiences and communications. The brand’s initiatives included hosting an industry-first landmark gala at Dubai Opera, bringing together more than 40 CEOs from renowned watch and jewellery brands, and the creation of more than 30 limited-edition exquisite timepieces developed in partnership with our brands.
Dubai Watch Week also served as an important platform to celebrate this milestone with the wider watchmaking community and the brand’s stakeholders.
Bhasin said, “Ultimately, it was a meaningful moment to celebrate our shared journey while showcasing the Seddiqi family’s passion and vision for the road ahead.”
The campaign was shaped by both market dynamics and evolving consumer expectations within the luxury watch industry.
Ahmed Seddiqi set out to build this campaign around brand awareness, recall, preference and strengthening brand reputation, which is why it focused on diverse initiatives and activations.
Bhasin concluded, “We defined success through positive commercial KPIs, brand awareness, recall, and equity via a brand tracker we conducted, and overall sentiment and affinity towards the brand. We achieved a total of 17.9 million users reached, 106 million impressions, and 297,000 clicks.”
