Dubai-born watch brand Cook & Re launches its first Swiss-made timepiece, the SUPRA 42, with production limited to just 50 pieces worldwide
DUBAI: Entrepreneur Endre Szakacs has launched Cook & Re, a new independent watch brand founded in Dubai and manufactured in Switzerland. Its debut collection introduces the SUPRA 42, a limited-edition timepiece with only 50 pieces planned for production.
The launch marks the brand’s entry into the competitive independent watchmaking industry, combining Dubai’s entrepreneurial ambitions with Switzerland’s established reputation for precision watch manufacturing.
Only 50 Watches Available
The SUPRA 42 forms the centrepiece of Cook & Re’s debut. With production restricted to just 50 pieces, the brand is targeting collectors and enthusiasts interested in exclusive timepieces.
Limited production also allows independent watchmakers to differentiate themselves from larger manufacturers that produce watches in significantly higher volumes.
For buyers, the collection’s restricted availability could be an important attraction. However, limited production does not automatically guarantee future resale value or investment returns.
Dubai Meets Swiss Watchmaking
Cook & Re’s business model connects two international markets.
Dubai serves as the brand’s birthplace, while Switzerland provides the manufacturing base.
The combination reflects a broader opportunity for entrepreneurs in the UAE to develop specialised luxury products through established international manufacturing networks.
Switzerland remains closely associated with premium watchmaking, while Dubai offers access to an international customer base and a growing luxury retail market.
What’s Next for Cook & Re?
The SUPRA 42 represents the first step in establishing Cook & Re as an independent watchmaking brand.
Future growth will depend on product quality, customer response, distribution and the company’s ability to distinguish itself in a highly competitive sector.
Details about the SUPRA 42’s movement, materials, pricing and sales availability have not been independently confirmed.
Impact to Expect
The launch adds another Dubai-founded name to the independent luxury watch segment, potentially attracting collectors seeking limited-production Swiss-made watches.
