Boucheron creates a joint venture with Al Tayer in the United Arab Emirates

Present in the United Arab Emirates for 20 years, the Kering Group jewelry house has just transformed its franchise model in the region into a joint venture with the Al Tayer Group. This will further strengthen this already very important market for Boucheron.

Boucheron is celebrating its 20th anniversary in the United Arab Emirates, one of its most important markets, with a strategic agreement.

The jeweler, owned by the Kering group, has just announced in a joint press release the creation of a joint venture with the local Al Tayer group. Boucheron is thus abandoning the franchise model to move, as of December 2025, to shared operational control in order to operate its Boucheron boutiques in the United Arab Emirates.

A special place in Boucheron’s heart

This joint venture will enable Boucheron to expand its range of high-end and fine jewelry and improve the overall customer experience in the United Arab Emirates.

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Featured photo: © Boucheron