This Ramadan, the creative landscape blossoms with unique campaigns that resonate deeply with the spirit of this sacred time. These artistic initiatives with renowned brands blend traditional themes with contemporary design, capturing the essence of heritage, precision, and shared moments. Through their nuanced expressions, they celebrate the values of Ramadan, inviting a reflection on the profound connections between tradition and modern craftsmanship.
Bvlgari – Journeys of Ramadan
Bvlgari’s “Journeys of Ramadan” campaign exquisitely captures the essence of the Holy Month, highlighting themes of rebirth, reflection, and resilience through a series of artistic films. Each film explores the unique spiritual and creative journeys of three Middle Eastern female artists—Maryam Altajer, Hana Almilli, and Sara Al Khayyal—whose works resonate deeply with Ramadan’s themes. From the desert’s transformative silence and the reflective glow of a saffron sunset to the verdant tranquility of a wadi, the campaign intertwines the artists’ personal narratives with the universal quest for renewal. This visually and spiritually cohesive campaign not only underscores Bvlgari’s commitment to tradition and modernity but also celebrates the profound personal and communal transformations that define Ramadan.
Jaeger Lecoultre – Crescent to Crescent with Khalid Shafar
The “Crescent to Crescent” art installation, a collaboration between Khalid Shafar and Jaeger-LeCoultre, elegantly encapsulates the passage of time through the lunar cycle observed during Ramadan. This installation showcases the meticulous artistry of the atelier des Métiers Rares™, featuring 29 moons that represent each day of the lunar month, crafted with precision to reflect the evolving phases of the moon. Set to debut at the Dubai Mall Grand Atrium, the piece offers a dual experience: one side presents a color gradient of the moon’s daily transformation, while the other side plays with light to bring each phase to life dynamically. This installation not only celebrates the celestial inspirations that have long influenced watchmaking but also marks a modern intersection of traditional Emirati craftsmanship and contemporary design, emphasizing the timeless relevance and ongoing innovation within the classical arts.
MARLI – The Harmony of Moments
MARLI New York proudly introduces “The Harmony of Moments,” a campaign that captures the spirit of Ramadan through its iconic LIFE collection, worn by Nour Al Dohni and Taleedah Tamer. This campaign celebrates the holy month’s themes of renewal, hope, and connection, highlighting the elegance, fluidity, and dynamic movement characteristic of MARLI’s fine jewelry. As day transitions into night, the campaign portrays the protagonists’ journey from renewal at dawn to shared moments of togetherness at dusk, each phase enriched by the LIFE collection’s signature designs that embody liberation, individuality, and the harmonious blend of tradition and contemporary
Piaget – Shamsa Alabbar x Limelight Gala Precious
This Ramadan, Piaget elevates its heritage of exceptional timekeeping with the Limelight Gala Precious watch, a collaboration with Emirati designer Shamsa Alabbar. This timepiece merges Piaget’s technical elegance and the artistic flair of Arabic typography, showcasing intricate gold arabesque motifs on a mother-of-pearl dial, symbolizing the UAE’s rich maritime legacy and its historical pearl diving tradition. Shamsa, drawing deep personal connection from her grandfathers’ roles in regional seafaring and pearl diving, integrates these narratives with her distinctive Token design, representing power, unity, and balance. This limited edition watch, part of a broader series that includes unique Piaget Ramadan collectible coffee cups, exemplifies the fusion of tradition and contemporary design, celebrating the sacred month with a piece that resonates with cultural significance and exquisite craftsmanship.
TAG Heuer – Chapter III: Time is a Gift
TAG Heuer introduces “Chapter III: Time is a Gift,” the latest installment in its annual Ramadan campaign, which creatively incorporates the brand’s mascots against a desert sunset backdrop in an animated film that celebrates the spirit of the Holy Month. This edition, named the Ramadan Racing Squad, continues TAG Heuer’s tradition of integrating its mascots into festive campaigns, now featuring them with distinct Middle Eastern elements like the Emirati and Saudi Ghotra & Agal and Khaleeji-inspired jewelry. The narrative follows these mascots on a desert race, symbolizing the collective anticipation of Iftar and underscoring the preciousness of time spent with loved ones. Culminating in a communal Iftar and a game of backgammon, the campaign highlights unity and generosity, core values of Ramadan, while showcasing TAG Heuer’s precision-driven Carrera and Monaco watch collections in a culturally resonant celebration of tradition and high-performance watchmaking.
