Editor’s Note
Boucheron is deepening its commitment to the strategic Middle East luxury market by forming a joint venture with the Al Tayer Group to manage its retail and jewelry operations in the UAE. This move capitalizes on strong regional momentum and a nearly two-decade presence there.
In the context of a strong momentum in the Middle East luxury market, Boucheron announces the creation of a joint venture with the Al Tayer Group to strengthen the management of its retail network and its jewelry offering in the United Arab Emirates.
Having been present in the United Arab Emirates for nearly twenty years, Boucheron is methodically continuing to strengthen its foothold in the Middle East. In a market that has become strategic for luxury jewelry, the House announces the creation of a joint venture with the Al Tayer Group, a historical partner in its regional development.
Effective from this December 2025, this structure covers the direct operation of Boucheron boutiques in this territory and marks the evolution from a historically franchised model towards an integrated organization. This new configuration should notably allow the Parisian brand to offer an enriched assortment of jewelry and high jewelry pieces, better aligned with the expectations of a particularly demanding local and international clientele, while strengthening the coherence of the in-store experience.
Founded in 1858, Boucheron opened its first boutique in the United Arab Emirates in 2005, at the Mall of the Emirates in Dubai. Twenty years later, the region has established itself as a strategic growth lever for the House, which today has more than 90 points of sale worldwide.
This announcement comes as Kering, the owner of Boucheron, recently formalized the acquisition of Raselli Franco Group, one of its major partners for its jewelry division, illustrating a vertical integration strategy aimed at securing its production capabilities and supporting the growth of its Houses.
In the third quarter of 2025, Kering’s jewelry activities recorded double-digit growth in a segment that, according to a study conducted by Bain & Company and Altagamma, is expected to be the most dynamic in terms of personal luxury goods, with sales growth estimated between +4% and +6% in 2025.
Simultaneously, the Middle East is expected to confirm its status this year as the world’s best-performing luxury market (between +4% and +6% growth, according to the same study), driven by the tourist dynamism of Dubai and Abu Dhabi, as well as sustained demand in Saudi Arabia.
