There was a time, not very long ago, when a luxury brand could simply say “Since 1850” and expect the room to fall respectfully silent for a moment. Heritage carried authority. The older the maison, the more instinctively credible it appeared. And somewhere along the way, luxury brands became deeply accustomed to the idea that history alone was enough to command aspiration.
That equation has changed rather dramatically, especially in the Middle East. Across the GCC today, particularly in markets such as the UAE and Saudi Arabia, a significant percentage of luxury buyers are aged 40 and younger, globally exposed, digitally over-informed and, in many cases, the first generation in their fami
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