Italy’s reputation for artistry, innovation, and technical mastery took center stage in the United Arab Emirates this autumn, as two major trade events showcased the nation’s growing influence in both the luxury and sustainability sectors. From dazzling displays of fine jewellery to cutting-edge renewable energy solutions, Italian companies are redefining what it means to export excellence—and the UAE is proving to be a fertile ground for these ambitions.
On September 24, 2025, the 56th Watch & Jewellery Middle East Show opened its doors to a crowd eager to witness the latest in timeless luxury. The Italian Pavilion, curated by the Italian Trade Agency (ITA) in collaboration with CNA and supported by Italy’s Ministry of Foreign Affairs and International Cooperation, presented a lineup of 50 Italian maisons and emerging talents. Each exhibitor brought a unique blend of heritage, artistry, and innovative design, reflecting the core values that have made Italian craftsmanship synonymous with elegance for centuries, according to EIN Presswire.
The significance of Italy’s presence in the UAE’s luxury market cannot be overstated. Jewellery sales in the UAE reached €3.1 billion in 2024, and projections suggest a compound annual growth rate (CAGR) of 3.8% through 2029. Within this thriving market, Italian artisans continue to set the standard, offering creations that blend artistic excellence with investment-grade value. From January to June 2025 alone, Italian jewellery exports to the UAE totaled €712 million, reinforcing the enduring trust and admiration for the “Made in Italy” label.
“The United Arab Emirates has established itself as a vital hub for Italian fine jewellery, where appreciation for excellence and design finds a natural resonance. Made in Italy embodies a cultural vision that combines tradition, innovation and a distinctive sense of beauty,” said Lorenzo Fanara, Ambassador of Italy to the UAE, as reported by EIN Presswire. He added, “The 56th Watch & Jewellery Middle East Show offers a prestigious stage to highlight this dynamic exchange, showcasing how Italian creations unite timeless elegance with forward-looking solutions, reinforcing the special bond between our countries.”
Visitors to the Pavilion encountered a wide spectrum of masterpieces—from intricately hand-set gemstones to innovative watch complications—each piece a testament to the enduring legacy of Italian goldsmithing. The experience was more than just a showcase; it was a celebration of Italy’s design leadership and technical mastery. “Italy’s approach to luxury is defined by its ability to honour centuries of craftsmanship while embracing modern innovation. The UAE, with its sophisticated market and appreciation for excellence, remains one of our most strategic partners,” said Valerio Soldani, Italian Trade Commissioner to the UAE. “At the 56th Edition of Watch & Jewellery Middle East Show, the Italian Pavilion creates an unparalleled opportunity for our companies to connect with buyers, reinforcing Italy’s leadership in the global luxury arena.”
The numbers back up this optimism. The UAE jewellery market shone brightly in 2024, with total sales soaring to 13.48 billion AED. Fine jewellery accounted for over 93% of all sales, and annual growth is projected at 3.6% from 2024 to 2025, with a sustained CAGR of 3.8% expected through 2029. With 50 exhibitors presenting their finest creations, the Italian Pavilion offered UAE audiences an immersive experience, highlighting why Italian design remains the gold standard worldwide.
But Italy’s ambitions in the UAE extend far beyond luxury goods. Just days after the jewellery show, the Italian Trade Agency prepared for another major event: WETEX 2025 (Water, Energy, Technology and Environment Exhibition), set to take place from September 30 to October 2 at the Dubai World Trade Centre. This year, the Italian Pavilion will span 600 square metres and feature 49 exhibitors—including a growing contingent of start-ups and innovators in clean energy, water, and environmental technologies. According to PRESSR, this marks an 11% increase in participation compared to 2024, underscoring Italy’s rising profile in the UAE’s clean energy ecosystem.
The numbers tell a compelling story. Italian exports of renewable energy technologies to the UAE reached €130.6 million in the first five months of 2025, a 3% increase over the same period in 2024. Italy now ranks as the fourth-largest supplier in this sector, with pumps, compressors, and water purification equipment accounting for more than 80% of specialized exports. This builds on a record €279.9 million in renewable energy exports achieved in 2024, representing a remarkable 37% year-on-year increase from 2023. In that year, Italian technologies accounted for nearly 12% of the UAE’s renewable imports, reflecting a growing trust in Italian solutions across clean energy, water management, and advanced infrastructure.
Wider trade relations between the two countries are also surging. Non-oil bilateral trade between Italy and the UAE reached $14.1 billion in 2024, a 21% increase over the previous year, according to PRESSR. This upward trajectory was further boosted by the UAE’s landmark $40 billion investment pledge into Italy announced in February 2025, spanning sectors such as artificial intelligence, space exploration, renewable energy, rare earth materials, and advanced data infrastructure.
WETEX has become a cornerstone for Italian businesses seeking to expand in the Middle East. Through structured B2B and B2G meetings, Italian exhibitors consistently generate high-value leads and forge lasting partnerships with government entities and institutional stakeholders across the region. “WETEX is a pivotal stage for Italy to showcase its leadership in renewable energy, water management, and sustainability solutions. With 49 Italian companies represented across 600 square metres, our presence underlines Italy’s technological strength in a crucial sector to address the sustainability challenges of the future,” said Ambassador Fanara, as quoted by PRESSR. “By supporting SMEs and driving industrial collaboration, we are proud to contribute to the UAE’s vision of a sustainable, innovation-driven economy.”
Valerio Soldani echoed this sentiment, noting, “The latest data highlights a steady and continuous growth in Italian exports of renewable energy technologies to the United Arab Emirates, with a value exceeding 130 million euros in the first five months of 2025, marking a 3% increase compared to the same period last year. Italy ranks as the fourth-largest supplier in this key sector for the UAE. This significant achievement underscores the competitiveness and innovation of our companies, particularly in the segments of pumps, compressors, and equipment for water purification and management, which account for over 80% of our specialised exports in this sector.”
The broader mechanical and industrial technology sector—Italy’s leading export category to the UAE—also saw remarkable growth. Exports reached €1.5 billion in 2024, a 27% year-on-year increase, and €712.7 million in the first five months of 2025, up 18% compared to the same period in 2024. These results, according to PRESSR, confirm the strategic role of Italian innovation in driving industrial growth and the clean energy transition across the region.
For Italian firms in solar energy, water management, and clean technologies, WETEX 2025 is more than just an exhibition. It’s a gateway to visibility, benchmarking, and direct engagement with government and institutional buyers. The event’s growing scale and prestige reflect the UAE’s ambitions to become a global leader in sustainability—and Italy’s determination to be a key partner in that journey.
As Italy and the UAE deepen their partnership, the world is witnessing a powerful blend of heritage and innovation. Whether through the sparkle of fine jewellery or the promise of cleaner, greener technologies, Italian excellence continues to dazzle and inspire in the heart of the Middle East.