Boucheron Partners with Al Tayer Group to Expand Luxury Presence in the UAE

Luxury jewelry Maison Boucheron has announced a strategic joint venture with the Al Tayer Group in the United Arab Emirates, transferring operational control of its UAE business to the prominent local group. Effective this December, the partnership signifies a key milestone in Boucheron’s regional expansion and coincides with the brand’s 20th anniversary of operation within the UAE.

Hélène Poulit-Duquesne, CEO of Boucheron, expressed her enthusiasm for the collaboration, stating, “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.”

Boucheron’s connection with the UAE predates the opening of its first boutique in the region. Emirati clientele have long sought out the brand’s creations, frequently visiting its historic flagship location at 26 Place Vendôme in Paris. The Maison subsequently established its first UAE boutique at Mall of the Emirates in Dubai in 2005, followed by expansions to Galleria Mall in Abu Dhabi in 2013 and The Dubai Mall in 2017. Boucheron currently operates over 90 boutiques globally and has been part of the Kering luxury group since 2000.

Khalid Al Tayer, Managing Director of Al Tayer Insignia and CEO of Ounass, highlighted the significance of the partnership for Al Tayer Group. He stated, “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.”

Al Tayer Group is a privately-held, diversified company with a substantial presence throughout the Gulf region, operating over 200 stores. Its portfolio includes interests in automotive, luxury retail, perfumes and cosmetics, engineering, and real estate. The group represents a number of leading European luxury brands, including Bulgari, Saint Laurent, Prada, and Zegna, and has a long-standing partnership with Giorgio Armani, operating 22 of the designer’s stores in the region.

The joint statement emphasized the partnership’s commitment to showcasing Boucheron’s creativity, craftsmanship, and innovation, with plans to enrich the product assortment to include both Fine Jewelry and High Jewelry collections. The agreement also underscores Boucheron’s confidence in the continued growth potential of the Middle Eastern market.

Founded in 1858 by Frédéric Boucheron, the Maison has remained under the stewardship of four generations of the Boucheron family. Frédéric Boucheron was a pioneering jeweler, being the first to open a boutique on Place Vendôme, and established a legacy of excellence in jewelry, high jewelry, and watchmaking that continues to define the brand today.