Ahmed Seddiqi & Louis Erard Unveil La Petite Seconde
A limited copper-dial creation marking 75 years of Ahmed Seddiqi
PRESS RELEASE | 712 WORDS | 7 MINUTE READ
Dubai, UAE, July 17th 2025 – Ahmed Seddiqi, the leading luxury watch and jewellery destination in the region, and Louis Erard have unveiled a special limited-edition timepiece to commemorate the retailer’s 75th anniversary. Limited to just 75 pieces, the La Petite Seconde 75th Anniversary Seddiqi Edition is based on the Louis Erard Petite Seconde, housed in a 39 mm steel case with the Maison's signature fir tree “LE” crown. The design draws inspiration from New York Art Deco and Dubai’s most iconic landmark, the Burj Khalifa, resulting in a distinctive stylistic code: neo-deco, a fusion of historical form and contemporary spirit.
Infused with a sense of nostalgia, the copper-toned dial evokes the warmth and character of vintage photography and cinema, a tribute to moments suspended in time. The dial features a circular satin-finished outer zone, gadroons at the centre, and an azure circular counter at 6 o’clock. A satin-finished chapter ring displays Hindi numerals, adding cultural nuance and visual depth. The small seconds counter is reinterpreted with strict minimalism, marked only by a single dot at noon. At the centre, polished anthracite hour and minute hands shaped like the Burj Khalifa, bring architectural precision to the composition and serve as the defining feature of this edition.
Photo Courtesy: Louis Erard
“We are proud to celebrate Ahmed Seddiqi’s 75th anniversary with the launch of the La Petite Seconde in partnership with Louis Erard. From the copper-colored dial inspired by vintage imagery to the Burj Khalifa-shaped hands that honour our architectural evolution, this timepiece represents more than design; it embodies our 75-year legacy of curating extraordinary watches for the region”
Mohammed Abdulmagied Seddiqi, CEO of Ahmed Seddiqi
Beneath the sapphire caseback lies the Swiss automatic élaboré grade Sellita SW261-1 calibre, featuring an open worked rotor adorned with the black lacquered Louis Erard logo. The movement operates at a frequency of 28,800 vibrations per hour (4 Hz) and provides a power reserve of approximately 38 hours. The caseback continues the polished finish of the case and is engraved with “Limited Edition 1 of 75. The watch is paired with a grey-grained calf leather strap featuring tone-on-tone stitching, a black calf leather lining, and a polished stainless steel pin buckle. Quick-release spring bars offer ease of interchangeability, completing the piece with a detail that balances form and function.
“We are honoured to celebrate Ahmed Seddiqi’s 75th anniversary with a creation that bridges cultural heritage and contemporary design.
This watch is more than a timepiece — it’s a tribute to a shared journey and values. Together with Ahmed Seddiqi, we’ve designed something that reflects the spirit of Dubai: a city where tradition meets bold modernity. From the copper tones of nostalgia to the skyline in motion on your wrist, this edition captures time the way stories are told in this region — with depth, pride, and vision.”
Manuel Emch, CEO of Louis Erard
ABOUT AHMED SEDDIQI
Est. 1950
Ahmed Seddiqi is the leading luxury watch and jewellery retailer in the region. With curating timeless luxury at its core, the company offers an unmatched luxury retail experience with a collection of over 100 brands across over 50 locations. Ahmed Seddiqi's 75-year rich legacy is recognised as a trusted name in luxury, led by its commitment to service excellence, horology expertise, portfolio curation, and creating unique experiences. Discover ‘The Difference Time Makes’ honouring the company’s expertise in craftsmanship and timeless luxury. To learn more, visit seddiqi.com
LOUIS ERARD
Swiss Watchmaker
Est. 1929
Louis Erard disrupts traditional watchmaking by making horological craftsmanship accessible to a wider audience. Its exceptional timepieces, rooted in artistic crafts, boldly merge tradition and modernity, shaped by visionary artisans who push the boundaries of horology.
Since 1929, independence has been the brand's driving force, inspired by the wild spirit of the Swiss Jura, embodied in its iconic regulators and mechanical watches. Under Manuel Emch's leadership, Louis Erard prioritizes innovation over conformity, pursuing lasting excellence rather than rapid growth, forging its own path in watchmaking.
Through collaborations with avant-garde creators such as Alain Silberstein, Vianney Halter, and Konstantin Chaykin, Louis Erard transcends artistic boundaries, playing with new codes to craft watches that redefine and disrupt the very essence of time.
For further information visit louiserard.com