Akshaya Singh Sikand, Head of Marketing, Cadillac Middle EastThere was a time when luxury in the Middle East was measured by decibels, size and scale. Bigger malls. Bigger launches. Bigger logos. Bigger media spends. For years, the regional playbook was simple: visibility was value.
But as we navigate 2026, that equation is beginning to break down. Between geopolitical headwinds and a more discerning, digitally-fatigued consumer, visibility for its own sake is becoming a liability.
Today, the most urgent challenge facing luxury brands in the Middle East is oversaturation. The region does not have a demand problem; it has an attention dilution problem. And the answer, counter-intuitive as it may seem, is to do less.
Walk into any of the major retail
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