Press release: Dubai, UAE, July 17^th 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. 

Press release: A new interpretation of Armin Strom’s signature timepiece, the Gravity Equal Force Ultimate Sapphire Blue, joins the System 78 collection with a cooler, glacial-toned aesthetic. This new edition highlights the transparency and depth of the collection’s distinctive architecture while introducing a refined palette of silvery greys and soft blue tones, evoking the tranquil clarity of Switzerland’s glacial lakes and alpine light.