Jihad Bakkoura: The First Arab to Reshape Time in the Bastion of Swiss Luxury Watches

In the historic bastion of Swiss watchmaking, where centuries-old traditions and venerable family dynasties hold sway, the entry of an Arab entrepreneur was no ordinary undertaking—it was a true breakthrough into an exclusive, tightly guarded fortress.

Syrian entrepreneur Jihad Bakkoura chose to enter this demanding domain through its most challenging gateway: progressing from the passionate devotion of a client, to the comprehensive expertise of a distributor, and ultimately founding an independent luxury maison that speaks to the world in an unprecedented creative language.

Born in Damascus, Bakkoura absorbed the poetic enchantment and philosophical depth of the East, later spending the greater part of his life in the West to master its rigorous discipline and precision in craftsmanship. This harmonious union endowed him with the rare ability to synthesize the finest of both worlds, becoming the first Arab to engrave his name onto timepieces of such luxury caliber. Rather than limiting himself to aesthetic styling, he fundamentally revolutionized the concept of the wristwatch—transforming it from a mere mechanical instrument into a vessel of philosophical value, thought, and profound human experience.

Bakkoura's journey spanning over two decades rests upon three interconnected phases: The Passionate Connoisseur, acquiring the rarest Swiss creations to decipher their underlying philosophy; The Master Distributor, grasping market dynamics and trade intricacies from within; and The Visionary Creator, establishing an autonomous maison that redefines the map of time.

Revered as the 'Philosopher-Artisan', he does not create watches merely to count seconds, but to reveal their essence. Bakkoura holds a conviction that time is bestowed upon humankind even before life itself, and that unlocking the code of time brings one closer to understanding existence. When questioned about his meticulous devotion to detail, his instinctive reply resonates: 'The devil used to dwell in the details; I cast him out and colored them with beauty.'

In 2017, he introduced his eponymous luxury brand BAKKOURA, debuting highly limited editions that challenged centuries of horological convention: The 30-Hour Watch, restructuring the daily cycle into 48-minute hours tailored to the rhythm of modern life; The Counter-Clockwise Watch, where hands turn in reverse to awaken mindfulness and alter perception; and The Wedding Watch, crystallizing sacred matrimonial union into an eternal, measured milestone. His vision further expanded into bespoke high jewelry and niche perfumery, distinguished by conceptual depth that defies ordinary competition.

His ambition ventured far beyond brand boundaries. He engineered the first 'Google for Watches' through Watchering—the premier dedicated search engine and community ecosystem catering to horology collectors worldwide. He also spearheaded one of the industry's boldest acquisitions by purchasing the famed Swiss maison FRANC VILA Genève—one of the world's most prestigious and distinctive watchmakers—a journey sparked when he once sold his villa to acquire four of their masterpieces, culminating years later in full ownership and global brand revival.

A profound sense of devotion permeates every facet of his enterprise; he honored his mother Badreya by naming his luxury boutiques and private watch museums after her—the woman in whom he sees his future and draws unyielding inspiration.

Yet his most humane and avant-garde creative endeavor materialized in collaborating with designers blind since birth, translating their unmediated, internal perception of time into physical reality under the name 'Al-Baseera' (Insight). Bakkoura affirms that those who have never seen time with their eyes may possess the deepest capacity to feel it with inner sight... 'This is not just a watch.. it is Bakkoura.'