Launched in 2007, Seddiqi Holding includes Ahmed Seddiqi & Sons (which had its beginnings in Bur Dubai in 1950), Swiss Watch Services, Dubai Watch Week, Mizzen, and Seddiqi & Sons Investments. Ahmed Seddiqi & Sons, the authorized retailer of Rolex in Dubai, is the biggest business unit within the group, with over 100 luxury watch and jewelry brands across over 50 boutiques in the U.A.E. Mizzen was established in 2017 to focus on luxury consumer brands. In 2023, Aēsop, a luxury skincare brand under Mizzen, expanded into Saudi Arabia. Vyntage Horology, the newest line of Seddiqi Holding’s Swiss-made wristwatches, was released in November 2023.