A CABINET FULL OF WEST ENDS
As Ahmed Seddiqi celebrates 75 years of horological excellence in 2025, we look back at the humble cabinet that started it all.
Humble Beginnings
In the heart of old Dubai, our founder, Ahmed Qasim Seddiqi, discovered his true calling in the world of timepieces. Born in 1915, Ahmed Seddiqi's fascination with watches began as a passionate hobby alongside his daily responsibilities at a local trading company. This passion would soon become the foundation of our family's horological legacy, spanning generations.
From a Wooden Cabinet to a Trusted Name
In the 1940s, Ahmed Seddiqi began selling watches sourced from Bahrain, Kuwait and India. Each month, Ahmed Seddiqi and his son Ibrahim would load a humble wooden cabinet onto an abra at sunrise to collect their latest shipment. After long days at the trading company, Ahmed Seddiqi would carefully inspect every timepiece, displaying the same attention to detail that would later define his brand. His dedication to quality and authenticity swiftly earned him a reputation as a trustworthy name in luxury watches. As his passion grew, so did his collection. That simple cabinet in Bur Dubai’s souk became both a literal and symbolic showcase of Ahmed Seddiqi’s commitment to bringing the finest timepieces to the city and laid the groundwork for the empire that would follow.
Crafting Partnerships and Embracing Ambition
In 1950 Ahmed Seddiqi founded Ahmed Seddiqi & Sons and signed his first agency with West End Watches. Two years later in 1952, seeking to secure the region’s first Rolex franchise, he presented a handwritten recommendation from Sheikh Rashid bin Saeed Al Maktoum vouching for his integrity and unlocking Swiss doors in an era before jet travel. The West End partnership granted Ahmed Seddiqi access to coveted Swiss designs and set the stage for decades of growth in Dubai’s emerging watch market. That same year, his eldest son Ibrahim rose at dawn to journey to Bahrain with the cabinet in tow and ambition in his heart. His arrival marked the true beginning of the “Sons” in the family business and launched a multigenerational enterprise bound by a shared love for horology.
Generations United by a Passion for Horology
In the years that followed, Ahmed Seddiqi’s sons Abdulmagied and Abdul Hamied entered the business, bringing fresh energy and complementary skills. Both young men studied in Geneva, where they learned French and gained the ability to negotiate directly with Patek Philippe and Chopard in the brands’ original language. Their linguistic fluency, coupled with an entrepreneurial drive helped them create new partnerships and open additional boutiques across Dubai and beyond, securing the company’s reputation as the region’s leading retailer of luxury timepieces.
Celebrating 75 Years of Passion
Today, the legacy that began with a single cabinet full of West End watches continues to thrive. As we celebrate our 75th anniversary, we pay homage to the man who started it all, our father and grandfather, Ahmed Seddiqi. His passion, dedication, and entrepreneurial spirit laid the foundation for the horological empire that we are proud to continue.