t a time when everyone is trying to think up new formats to transmit the passion for watches to the public at large, part of the recipe for doing so has perhaps been found in Dubai. Of course, passion means “sales” at the end of the day, but the organisers of Dubai Watch Week have come to understand that a purely commercial event runs the risk of being counterproductive. Their calculation is that by transmitting the cultural and technical values peculiar to horology, they will build a strong watchmaking culture over the long term.