Boucheron has inked a strategic joint venture with the Al Tayer Group in the United Arab Emirates, granting the local group control of its operations in the Gulf State.

 
The deal, which is effective this December, marks an important step in Boucheron’s regional development and celebrates the Maison’s 20th anniversary in the UAE.
 
“The United Arab Emirates holds a special place in Boucheron’s heart. For 20 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 Boucheron CEO Hélène Poulit-Duquesne.

Long before Boucheron opened its first boutique in the region, discerning Emirati clients were already making the journey to the brand’s historic flagship at 26 Place Vendôme in Paris. Subsequently, Boucheron opened its first boutique at Mall of the Emirates in Dubai in 2005, before expanding its footprint with boutiques at Galleria Mall in Abu Dhabi in 2013 and The Dubai Mall in 2017. There are currently over 90 Boucheron boutiques worldwide. Since 2000, the brand belongs to the global luxury group Kering.
 
“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,” said Khalid Al Tayer, Al Tayer Insignia’s managing director Ounass’ CEO.
 
Privately-held Al Tayer is a diversified company with interests in automobile sales and service, luxury and lifestyle retail, perfumes and cosmetics distribution, engineering, and real estate. It operates over 200 stores throughout the Gulf and represents many major league European luxury labels- Bulgari, Saint Laurent, Prada, and Zegna. It has been the partner of Giorgio Armani in the region for over two decades and operates 22 of the late designer’s stores.
 
The joint statement underlined that the partnership would continue to share Boucheron’s universe of creativity, craftsmanship, and innovation with an enriched product assortment, including Fine Jewelry and High Jewelry creations. The deal also reflects Boucheron’s confidence in the Middle Eastern market.
 
Boucheron was founded in 1858 by Frédéric Boucheron and has been built up by four generations of his direct descendants. A visionary designer and the first jeweller among his great contemporaries to open a boutique on Place Vendôme, Boucheron created a maison that still epitomises the finest in jewellery, high jewellery, and watchmaking to this day.