Dubai means luxury and what screams more luxury, pampering, and sophistication than the billboards of the city of gold? Different huge jewelry brands have been fighting furiously on several out-of-home-campaigns to display their watches, rings, bracelets and more of what you can’t expect in the streets of Dubai.


The Italian luxury brand of jewelry, watches, fragrances, accessories and leather goods appears on the billboards of Dubai, UAE, the land of sophistication, elite brands and communities. Bulgari by Ahmed Seddiqi and Sons, the official distributor of the brand in the UAE chooses to promote its expensive and trendy watches specifically on this outdoor advertising campaign after being part of the inaugural LVMH Swiss Watch Manufactures Exhibition in Dubai last January 2020. The campaign was seen on uni-poles to take the people of  Sheikh Zayed Rd breath away with two different visuals, one that includes “Serpenti Seduttori Watch”.


Ahmed Seddiqi and Sons hits again, displaying a collection of 7007 pieces, Co-president and Artistic Director of Chopard, Carolina Scheufele has created the perfect version of a Bond Woman, inspired by the world’s famous series of action movies James Bond. The visuals of the creative campaign are portrayed on uni-poles in Sheikh Zayed Road with a rose heart-shaped jewelry of bracelets since it has been referenced in the movie a lot, while the name of the collection is announced “Chopard x 007” to add more mystery to Dubai’s billboards.


Damas Jewelry turned to the streets of Dubai with an OOH campaign to show appreciation for mothers on Mother's Day, announcing that Damas is offering an exclusive collection of jewelry for Moms. The campaign appeared on uni-poles across Sheikh Zayed Road in the heart of Dubai, with a very simple visual that has no extra copies except "Mother's Day Collection" only, displaying one of the precious gold accessories offered for mothers alongside Damas logo.

Franck Muller

With a history of love and appreciation for the Emirati people and after their honorary collection in the UAE’s national day in 2015, the Swiss watch manufacturing company, named after its maker, the master of complications has paid a visit to Dubai’s billboards to brand their luxurious watches, placing their only branch in the ad copy; “Dubai Mall” as a CTA. The visuals layers the mechanical miracle of the interior parts of the out of this world watches to make a wonderful scene on uni-poles in Sheikh Zayed Rd.


Jewelry tycoon and top-notch distributor of distinctive media plans and elite luxury brands Rivoli Group showed up the luxurious Swiss watch Ebel on a uni-pole in Sheikh Zayed Road, Dubai. It presents its very distinctive Ebel Sports Classic watch on an OOH campaign, demonstrating the unique watch with a catchy and energizing red color on a large scale to be visible clearly, as well as showing Ebel's logo and its tagline "Beauty marries function" that best describes the new Sports Classic.  

Kalyan Jewellers

The classic Indian Kalyan Jewellers appeared on the roads of Dubai with a branding OOH campaign on different visuals. Using celebrity branding technique to feature Katrina Kaif as the brand ambassador, smiling happily with other gorgeous women while they're putting on their beloved jewelry from Kalyan. The campaign was seen on billboards and a wall banner across Sheikh Zayed Road, Bur Dubai, and Deira in Dubai.

Van Cleef and Arpels

French sophisticated brand Van Cleef and Arpels is appearing on the billboards of Dubai with the help of its advertiser in the UAE Ahmed Seddiqi and Sons during March with their gold wedding bands and rings with a colorful pastel background that suits the brand’s youthful spirit, displayed on a uni-pole in Sheikh Zayed Rd with an ad copy that celebrates their legacy, mentioning “Jewelry & high jewelry since 1906”. In Sheikh Zayed Rd, a uni-pole is receiving the campaign to give the viewers a creative experience.


Pleasing to the heart, luring to the eyes and interesting to the minds; the previous campaigns have certainly rolled some heads of the main roads of Dubai, UAE with its localized ad copy, different media plans and most importantly catchy pieces of not only jewelry but of artwork. Stay tuned for more sophisticated and luxurious brands in part 2 of March 2020 Jewelry Recap.

The Art & Science of OOH

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