SJX Watches
Pandemic Truths – Mohammed Abdulmagied Seddiqi of Seddiqi & Sons
Everyone in watchmaking has been affected by the pandemic, brands and consumers alike. But in between the two are the retailers. To find out how the situation in unfolding for the key intermediary between brand and consumer, we spoke with Mohammed Abdulmagied Seddiqi. He is the Chief Commercial Officer of Ahmed Seddiqi & Sons, the luxury-watch pioneer established in 1950 that is now the biggest retailer in the Middle East. Beyond being a retailer, the Dubai-based company is also widely known for organising Dubai Watch Week, the biannual fair that brings watchmakers and industry personalities to the Emirate. The interview was edited for clarity and length. First, how did Seddiqi get through the lockdown? It all happened very fast and came as a shock at first. The UAE government applied very strict rules immediately to protect the population and support the economy. We underwent a strict lockdown of 40 days. For security reasons, we moved our inventory out of the malls into our headquarters. We quickly found out it was a good idea! Indeed, no matter that the whole state was in lockdown, people still reached out to us for watches. We started sending pictures to them and organising home deliveries. At the beginning to middle of March, we did one delivery a week, then it turned into a daily challenge. What is amazing is that we did not get any order cancellations during the period. On the contrary, we saw people were getting bored at home, so online shopping increased. But we...
