For the first time, Rolex has taken part in a trade show other than Baselworld, showing a retrospective of the Submariner at Dubai Watch Week. Organised every two years by the principal retailer in the United Arab Emirates, Ahmed Seddiqi & Sons, this educative and cultural platform, open to all, removes the pressure of immediate sales and instead celebrates the human aspect of watchmaking. Now, numerous other trade shows are seeking to reproduce this experience.