With summer around the corner, the Jewelry industry has been rising on the billboards of Dubai, UAE and we have been following up with its glam since March’s Recap; partying the elegance  in part one and part two of the sophisticated brands to continue to report on the jewelry OOH campaigns of April till we reach May’s OOH campaigns Recap, remembering previous brands, and  introducing new models to follow up with the luxury race.


Visiting Sheikh Zayed Road on the first week of May, famous jewelry brand Damas has appeared one more time on Dubai’s billboards after its last appearance in April’s Recap and before that on part one of March’s as well, this time with an OOH Ramadan Campaign. The ad displays their different Emirati collection of Farfasha and Kiku on uni-poles while wishing everyone a “Happy Ramadan” as mentioned in the ad copy.


Leading Jewelry advertiser Ahmed Seddiqi and Sons hits the billboards of Dubai again with another OOH advertisement, this time featuring IWC, the Swiss luxury watches brand as part of their one-year-old international multi-channel advertising campaign, under the name of “The road less traveled”, featuring their brand ambassador American superstar and actor Bradley Cooper. The visual portrays the handsome star next to the IWC Schaffhausen automatic watch collection. As for the ad copy, it explains “IWC pilot's engineered for new horizons.” The ad was out there during the first week of May on uni-poles in Sheikh Zayed Road.

Richard Mille

Following its latest appearance on April’s outdoor campaigns recap, the Swiss watchmaker that manufacturers a racing machine on the wrists, Richard Mille is back to the billboards of Dubai with an OOH reposted campaign to maintain their active outdoor strategy, displaying the same out of this world RM 07-02 watch with a pink marketing strategy to target the females of Dubai. Seen on uni-poles, the reposted out-of-home ad was relocated to its new prime location in Sheikh Zayed Road for more exposure as a result of its new geographical segmentation in Sheikh Zayed Road.

All three campaigns were limited on the roads of Dubai, UAE, yet making a strong impact with their catchy visuals and interesting distribution with different targeting and segmentations to inject May’s dose of luxury and sophistication on the unique city’s billboards.

The Art & Science of OOH

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