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As Boucheron marks 20 years in the United Arab Emirates, the Maison enters a defining new era with the announcement of a strategic joint venture with Al Tayer Group for the operation of its UAE boutiques, effective December 2025.

The move signals both a celebration of longevity and a forward-looking commitment to growth in one of the brand’s most important global markets. Evolving from a franchise-led model to a joint venture structure, the partnership reflects a shared vision between two houses deeply rooted in craftsmanship, heritage, and excellence. More than a structural shift, the alliance reinforces Boucheron’s dedication to strengthening its relationship with regional clients while elevating the luxury experience across the UAE.

“The United Arab Emirates holds a special place in Boucheron’s heart,” says Hélène Poulit-Duquesne, CEO of Boucheron. “For twenty years, we have had the privilege of serving clients whose discernment and passion for High Jewellery inspire us every day. This joint venture with Al Tayer Group marks a strategic turning point that allows us to deepen our connection with our clients and shape a new chapter of shared success.”

For Al Tayer Group, the partnership represents a meaningful alignment of values. “Boucheron stands among the most storied and innovative luxury houses we work with,” says Khalid Al Tayer, Managing Director and CEO of Al Tayer Insignia and Ounass. “This collaboration is about elevating the luxury landscape in the region through shared values, long-term vision, and an unwavering commitment to excellence.”

Looking ahead, the joint venture will allow Boucheron to further enrich its offering in the UAE, presenting an expanded selection of Fine Jewellery and High Jewellery creations while enhancing the overall client journey. The move underscores the Maison’s confidence in the Middle Eastern market and reflects its global philosophy.

Founded in 1858 by Frédéric Boucheron, the Maison has been shaped by four generations of the founder’s descendants and remains a pioneer in jewellery and watchmaking. As the first jeweller to establish a boutique on Place Vendôme, Boucheron helped define the address as the world’s most prestigious jewellery destination. Today, with over 90 boutiques worldwide, Boucheron continues to reinvent the classics of tomorrow and now reaffirms its long-standing bond with the UAE through a partnership built for the future.

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