Boucheron announces a joint venture with Al Tayer Group for the operation of its boutiques in the United Arab Emirates, effective December 2025. This strategic move marks an important step in Boucheron’s regional development and celebrates the Maison’s 20th anniversary in the UAE. It highlights the longstanding partnership that has shaped Boucheron's presence in the region, transitioning from a franchisee business model to a shared vision of growth and excellence.
"The United Arab Emirates holds a special place in Boucheron's heart. For twenty years, we have had the privilege of serving clients whose discernment and passion for High Jewelry inspire us every day. This joint venture with Al Tayer Group - a partner whose expertise and vision we deeply respect - marks a strategic turning point. Together, we will strengthen our relationship with our clients, enhance the Boucheron experience, and write a new chapter of shared success", said Hélène Poulit-Duquesne, CEO.
Boucheron's roots in the United Arab Emirates run deep. Long before the Maison opened its first boutique in the region, discerning Emirati clients were already making the journey to 26 Place Vendôme in Paris. This early affinity laid the foundation for the Maison's enduring presence in the Emirates. It was only natural, then, that Boucheron would establish a local presence in the region.
Since the opening of its first boutique at Mall of the Emirates in Dubai in 2005, Boucheron has expanded its footprint with boutiques at Galleria Mall in Abu Dhabi in 2013 and The Dubai Mall in 2017. This remarkable journey from welcoming Emirati connoisseurs to Paris to establishing a strong local presence - reflects both the Maison's deep commitment to the region and the sophistication of clients who have long recognized Boucheron's spirit of creativity, craftsmanship, and innovation.
"For decades, Al Tayer Group has championed the growth of exceptional luxury houses and Boucheron stands among the most storied and innovative of them. This partnership represents far more than a business venture, it is a meeting of shared values, a commitment to excellence, and a vision for elevating the luxury landscape in our region. As we embark on this new chapter together, we look forward to deepening Boucheron’s presence in the UAE, delivering an experience worthy of our clients’ expectations, and shaping the future of luxury retail through innovation, trust, and enduring partnership", told Khalid Al Tayer, Al Tayer Insignia Managing Director & CEO Ounass.
This partnership represents far more than a structural evolution, it embodies a deepened commitment to UAE and regional clients.
It will continue to share the Maison’s universe of creativity, craftsmanship, and innovation with an enriched product assortment, including Fine Jewelry and High Jewelry creations. This milestone reflects Boucheron’s confidence in the Middle Eastern market and aligns with the Maison’s global vision, reflecting the family spirit and French art de vivre of 26 Place Vendôme in Paris, the brand’s historic home.
