HH Sheikha Lateefa bint Maktoum bin Rashid Al Maktoum, artist and founder and director of Tashkeel, and Christophe Ramel, Vacheron Constantin’s Managing Director, discuss the opening of the new boutique at Dubai’s Mall of the Emirates, and the exciting collaboration between the brand and the artist which was revealed during the opening.
Canvas: How did the collaboration between you and Vacheron take place?
Her Highness Sheikha Lateefa bint Maktoum bin Rashid Al Maktoum: It began with a shared understanding of the importance of craftsmanship and heritage. Vacheron Constantin approached Tashkeel with the idea of creating a bespoke artwork that would reflect the local landscape and culture while also complementing the boutique’s interior. For me, it was an opportunity to tell a story through art that aligns with the brand’s ethos of precision and timeless elegance. Together, we envisioned a piece that would capture the essence of the UAE’s desert ecosystem and its symbolic significance.
How do collaborations such as this one link into your work at Tashkeel and how do they impact the creative industry in the UAE?
HH: At Tashkeel, we strive to bridge the gap between artistic expression and sustainable opportunities for creatives. This collaboration exemplifies how art can be integrated into commercial contexts without losing its meaning or impact. Through the MakeWorks UAE platform, we identified expert fabricators who could translate the vision of ‘home’ into a physical form, using milled steel and innovative paint techniques. The Tasmeem Tashkeel collective adapted my original photography into a dynamic design, merging artistic intent with precise craftsmanship. These collaborations not only showcase the UAE’s talent but also elevate the role of art as a vital part of our economy and cultural narrative.
What about Vacheron Constantin makes it an appealing brand to work with from an artistic perspective?
HH: A commitment to preserving tradition and fostering innovation makes it a natural partner for a project like this. The brand’s emphasis on fine craftsmanship mirrors the creative process that goes into making art. What I found particularly compelling was its deep respect for cultural identity and desire to reflect this in meaningful ways. It’s rare to find a brand that values storytelling as much as Vacheron does, and that alignment allowed me to create the work, entitled Home, with the confidence that its message would resonate deeply with the public.
Christophe, what makes HH Sheikha Lateefa an interesting artist to collaborate with?
Christophe Ramel: She is an incredibly talented and visionary artist whose deep connection to the cultural heritage and contemporary art scene of the UAE brings an unmatched authenticity to our collaboration. Her innovative approach and dedication to merging tradition with modernity align perfectly with Vacheron Constantin’s values. She embodies the spirit of timeless creativity, making her an inspiring partner in our journey to celebrate art and craftsmanship.
Could you tell us a little more about the collaboration. What was the inspiration behind Home and which materials were used?
HH: The work captures a serene moment in the Dubai desert and celebrates the UAE’s unique biodiversity and delicate ecosystem. The falcon, pigeons and Arabian gazelles take centre stage as symbols of harmony and resilience, framed by the protective canopy of ghaf trees and the orderly rows of human-planted palms. The tension between nature’s balance and human intervention is a recurring theme. The piece is made from milled steel, chosen for its durability and ability to convey intricate details. It is finished with a layered paint technique in five custom colours, carefully selected to harmonise with the boutique’s interior.
CR: This collaboration draws on materials that symbolise both strength and elegance, reflecting HH Sheikha Lateefa’s artistic signature and Vacheron Constantin’s commitment to high craftsmanship. The inspiration stems from a shared appreciation for precision and detail, capturing the beauty of the region’s artistry within the framework of fine watchmaking. By blending these elements, we aim to create a piece that resonates with both local culture and our brand’s global heritage.
This piece was revealed at the opening of the Vacheron Constantin boutique at the Mall of the Emirates in November? What is its particular significance?
HH: Home stands as a testament to the power of collaboration and the potential of the UAE’s creative industry. It is significant not only for its intricate craftsmanship but also for the story it tells – of a landscape deeply rooted in my artistic practice and our cultural identity.
The use of the MakeWorks UAE database of local manufacturers and Tasmeem Tashkeel’s reinterpretation of my original photography imbued the piece with depth and dimension. The result encapsulates the elegance of Vacheron Constantin, inviting viewers to connect with the beauty of the desert and reflect on the importance of preserving its fragile environment. I hope this vision, which infuses an international brand with a cultural narrative, enriches the boutique space while fostering a sense of cross-cultural dialogue and creative exchange showcased in sustainability and connection to the land.
CR: The launch of our new boutique at the Mall of the Emirates represents a milestone for Vacheron Constantin in the Middle East, as we continue to expand our presence in a region that deeply values both heritage and innovation. Collaborating with HH Sheikha Lateefa allows us to create a truly immersive experience for our clients, one that sits at the intersection of fine watchmaking and artistic expression. Her work is not only a celebration of regional artistry but also a bridge between Vacheron’s legacy and the rich cultural landscape of the UAE.
How does collaboration with a prestigious artist from the region contribute to Vacheron’s vision for the brand’s future in the UAE and wider MENA region?
CR: At Vacheron Constantin, we believe in building strong cultural ties within the regions in which we operate, especially in the UAE and MENA, where art and craftsmanship are held in high regard. Collaborating with distinguished regional artists, such as HH Sheikha Lateefa, reinforces our dedication to honouring local traditions while fostering innovation. This partnership is part of our broader vision to contribute meaningfully to the creative community, highlighting how art and horology can coalesce to create timeless and culturally rich experiences.
