Editor’s Note
This article details Boucheron’s strategic move to deepen its roots in the UAE market. By transitioning from a franchise model to a joint venture with Al Tayer Insignia, the Kering-owned jeweler gains direct control over its retail operations, marking a significant step in its 20-year presence in the region.
Boucheron, the jewelry company owned by Kering, is strengthening its presence in the United Arab Emirates. The jeweler has signed an agreement with the local operator Al Tayer Insignia to create a joint venture, which will allow the group to manage Boucheron’s points of sale in the country starting this December.
The jewelry company is celebrating this year its two decades of operating in the region through franchises.
Boucheron opened its first point of sale at the Mall of the Emirates in Dubai in 2005. Years later, in 2013, another establishment followed in Abu Dhabi, and in 2017 they opened in The Dubai Mall. Currently, Boucheron has a network of more than 90 stores worldwide.
Headquartered in the United Arab Emirates, Al Tayer was founded in 1979 and operates in retail through the Al Tayer Insignia division, which is present in Saudi Arabia, Kuwait, Bahrain, Qatar, and Oman with around 200 stores.
The company, the exclusive licensee for Harvey Nichols in the UAE and for Bloomingdale’s in the UAE and Kuwait, is led by Khalid Al Tayer, who is also the CEO of the e-commerce platform Ounass.
In the third quarter of 2025, the jewelry division of the Kering group recorded double-digit revenue growth. The development of Boucheron in the United States and the Asia-Pacific region was one of the highlights for the company. Kering also announced the upcoming progressive acquisition of the Italian jewelry manufacturer Raselli Franco Group.
