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In luxury watchmaking, tradition has long been synonymous with prestige, craftsmanship and enduring value. Yet, in an industry that thrives on legacy, innovation is reshaping age-old traditions. While established Maisons continue to safeguard centuries-old techniques, a new wave of watchmakers is redefining heritage — some by reviving lost crafts, others by forging entirely new identities. Today, tradition in watchmaking is no longer just inherited; it is actively reimagined, proving that legacy and modernity can coexist in unexpected ways.

While heritage watch brands preserve centuries-old craftsmanship to maintain their prestige, a new wave of watchmakers is redefining tradition by either reviving historical techniques or forging entirely new identities — proving that in modern luxury watchmaking, tradition is not just inherited but continuously reinvented. Luxury watchmaking today reflects three distinct approaches to tradition: heritage brands that have upheld their craftsmanship for generations, new watchmakers reviving historical techniques and modern disruptors creating their own traditions while redefining value.

Category: Non-broken heritage brands, Time-Honoured Traditions

The first category focuses on the non-broken heritage brands that have maintained their legacy over centuries, such as Patek Philippe, Vacheron Constantin and Rolex. These brands are revered not only for their exceptional craftsmanship but for their ability to evolve with the times, incorporating modern features like smart technology while keeping their traditional roots intact.

Rolex

While Rolex may be renowned for its robust tool watches, its commitment to precision and innovation is deeply embedded in its watchmaking heritage. The introduction of the first waterproof Oyster case, the development of the perpetual movement and the innovation of the Parachrom hairspring are just a few examples of how Rolex continues to evolve while remaining true to its legacy. For Rolex, a watch is not just a timekeeping instrument; it is an institution, one that stands as a symbol of excellence and precision. Modern Rolex watches bear the title of “Superlative Chronometer,” a designation that assures owners of superior performance across several key areas, including precision, robustness and durability. This certification — unique to Rolex — guarantees an exceptional precision of –2/+2 seconds per day, surpassing the standards of the Swiss Official Chronometer Testing Institute (COSC).

Rolex’s commitment to creating the finest watches is evident in every aspect of its designs, from the materials used to the exacting standards upheld in production. The brand’s proprietary Oystersteel, for example, is a highly corrosion-resistant alloy, while the scratchproof Cerachrom bezels ensure that each timepiece remains pristine over the years. Rolex watches undergo rigorous testing to ensure they endure extreme conditions, whether worn by an explorer, a diver or a mountaineer. In fact, each watch is subjected to tests that simulate real-world wear and tear, from salt exposure to temperature extremes, ensuring that the finished product is both durable and reliable. Despite its technological advancements, Rolex remains true to the belief that simplicity is a measure of performance. The Cosmograph Daytona, for instance, is an exemplary model of Rolex’s philosophy, containing only 314 components while offering exceptional timing precision. This dedication to simplification and reliability extends to the development of new models, such as the Sky-Dweller — which despite its complex functionality — operates with remarkable ease.

Patek Philippe

Patek Philippe’s reputation as a leader in the world of horology is built on its unwavering commitment to craftsmanship and innovation. Few names command as much respect in watchmaking and the brand’s legacy is defined by its ability to balance tradition with progressive design. Known for its meticulous hand-finishing and technical mastery, Patek Philippe has remained fiercely independent, ensuring that each timepiece meets the brand’s exacting standards. The Grand Complications collection — with its perpetual calendars, minute repeaters and celestial movements — epitomises the brand’s dedication to pushing the boundaries of watchmaking while maintaining an unrelenting focus on precision.

The Cubitus collection marks a bold departure from the brand’s traditional design language, introducing the first square wristwatch in Patek Philippe’s history. This is a significant move, demonstrating the brand’s ability to innovate while preserving its heritage of technical excellence. By embracing modern aesthetics and incorporating familiar Patek elements — such as integrated bracelets and high-quality hand-finishing — the Cubitus offers a fresh perspective on the brand’s approach to luxury sports watches. While it pushes new boundaries in design, the Cubitus remains anchored in Patek Philippe’s core values, making it both a bold evolution and a fitting continuation of the brand’s storied legacy.

Vacheron Constantin

The story of Vacheron Constantin is one of passion, perseverance and unrelenting pursuit of excellence. The Maison’s legacy is not merely built on technical innovation but on a deep respect for artistry and tradition. Each timepiece is a reflection of this balance — an enduring tribute to the watchmaking craftsmanship that has been passed down through generations.

As the longest continuously operating watchmaker, Vacheron Constantin has crafted timepieces that transcend mere function, embodying artistry and precision in equal measure. Since 1755, the Maison has been at the forefront of Swiss watchmaking, creating pieces for royalty, collectors and connoisseurs alike. From the ultra-complicated Les Cabinotiers collection to the refined elegance of the Patrimony range, Vacheron Constantin continues to define the art of horology.

As part of the celebrations for its 270th anniversary in 2025, Vacheron Constantin introduces the reissue of the iconic Historiques 222 in stainless steel. This release marks the first of many milestones throughout the year, honouring both the brand’s storied past and its forward-thinking vision. The anniversary festivities also include the immersive exhibition The Quest: 270 Years of Seeking Excellence — having debut in Abu Dhabi in February 2025 — offering a glimpse into the Maison’s rich heritage and its commitment to future innovation. This global exhibition will journey through the world’s luxury hubs, continuing to showcase the values that have defined Vacheron Constantin since its founding.

Category: New Brands, Revived Traditional 

The second category explores how new brands are breathing new life into traditional watchmaking methods, merging them with modern aesthetics to capture the attention of a new generation of collectors. Drawing from the rich heritage of Swiss watchmaking, these brands are putting a fresh spin on time-honoured techniques, creating timepieces that appeal to today’s luxury consumers who seek both innovation and craftsmanship.

Romain Gauthier

Romain Gauthier — an independent watchmaker of exceptional renown — has earned a place alongside the likes of F.P. Journe for his unmatched blend of traditional hand-finishing and cutting-edge engineering. His approach is all about pushing the technical boundaries of watchmaking while still honouring the finest craftsmanship. Take, for example, his Logical One, a timepiece that exemplifies this fusion of innovation and meticulous finishing.

One of the most remarkable pieces in his portfolio is the Freedom Continuum, a watch that embodies Gauthier’s signature style of precision and artistry. This limited edition of just 28 pieces is a testament to the brand’s commitment to exclusivity and craftsmanship. While Romain Gauthier may not be as widely recognised as some of the larger names in haute horlogerie, his influence and expertise are undeniable. In fact, Gauthier played an integral role in the creation of the movement for a high-profile Chanel watch, further cementing his reputation among collectors and connoisseurs. This timepiece is a perfect reflection of Gauthier’s ability to merge traditional watchmaking techniques with forward-thinking designs, creating a luxury sports watch that appeals to a global market of discerning collectors. With its high level of hand-finishing and innovative use of materials, the Freedom Continuum has quickly become one of the most coveted pieces for collectors seeking something distinct in the world of high-end sports watches.

Kudoke

KUDOKE — founded in 2005 by German independent watchmaker Stefan Kudoke — has quickly established itself as a standout in the world of haute horlogerie. As one of the youngest recognised Master Craftsmen (Deutsche Meisterbrief) in Glashütte at just 22, Kudoke’s journey into the horological elite has been marked by a blend of technical mastery and artistic refinement. An AHCI member and GPHG Laureate, he made history as the first independent German watchmaker to win the prestigious Grand Prix d’Horlogerie de Genève (GPHG) Petite Aiguille award.

KUDOKE’s timepieces are revered by collectors for their refined, hand-finished craftsmanship, staying true to the traditional German schools of watchmaking. A standout in their collection is the in-house KALIBER 1 movement, which powers the HANDwerk series. Developed by Kudoke, this movement epitomises his commitment to excellence, with meticulous hand-engraving and finishing that honours the art of traditional watchmaking. The HANDwerk series exemplifies KUDOKE’s philosophy of merging precision with artistry, offering collectors a glimpse into the heritage of German watchmaking. Today, KUDOKE watches are available at Sincere Fine Watches and SHH boutiques in Singapore and Malaysia, offering discerning collectors a chance to experience the elegance and craftsmanship of this celebrated independent brand.

New Traditions: Watchmakers Creating a Legacy of Their Own

Not all modern luxury watches are tied to centuries-old traditions. Some brands are carving out entirely new identities, combining futuristic materials, radical designs and high-performance movements to redefine what a luxury watch can be. These companies are building their own legacies, often combining high-tech features, unique materials and distinctive designs to create timepieces that resonate with modern buyers who want more than just a functional watch. These watches represent not just a new style but a new chapter in the story of watchmaking.

Hublot

Hublot is known for pushing the boundaries of traditional design by incorporating high-tech materials and innovative features that appeal to modern buyers who value both aesthetics and functionality. For example, their use of materials like ceramic, titanium and their proprietary King Gold combined with modern design techniques, creates timepieces that feel contemporary while maintaining the craftsmanship associated with luxury watches. Case in point, Hublot’s Big Bang Integrated Time Only 38mm is a bold reinterpretation of its signature design. While the larger Big Bang models have been central to Hublot’s identity, this 38mm version represents a move towards something more compact, yet still filled with the same distinctive features that have become synonymous with the brand. The watch retains the signature “ears,” the six H-shaped screws around the bezel, and the rubber composite inserts between the case and bezel, all of which contribute to its unique, recognisable design. These elements are not just for show but are part of what makes the Big Bang collection so iconic.

One of the key features of the Big Bang Integrated Time Only 38mm is its unisex appeal. With its integrated bracelet and range of material options, including brushed titanium and Hublot’s King Gold, the watch embraces a more versatile design. Additionally, the dial’s ferromagnetic steel construction ensures protection against magnetic fields, an uncommon feature in most watches. The HUB1115 movement — with a 48-hour power reserve — drives the watch, adding a level of technical innovation to its design. This movement, while not a Unico calibre, represents a first for the Big Bang collection and speaks to Hublot’s ongoing pursuit of blending tradition with modernity.

Roger Dubuis

Roger Dubuis stands out as a brand that embraces traditional watchmaking while boldly reinterpreting it through a contemporary lens. Certified with the prestigious Poinçon de Genève, the brand maintains the highest standards of craftsmanship yet presents its creations with an audacious, modern aesthetic. The Excalibur Spider Flyback Chronograph exemplifies this balance, showcasing intricate mechanical complications such as the column wheel and vertical clutch while re-engineering their placement for a striking visual impact. By positioning the column wheel at the front of the calibre — rather than the conventional bridge-side — the brand challenges traditional norms while staying true to its horological roots.

This fusion of heritage and innovation extends beyond the technical aspects of its timepieces. Roger Dubuis strategically aligns its watches with motorsport culture, a modern narrative that reinforces its bold identity. The Flyback Chronograph, for instance, was launched at the Goodwood Festival of Speed, highlighting the synergy between high-performance engineering and fine watchmaking. Similarly, the brand’s presence at Watches & Wonders transforms the traditional watch fair experience into a spectacle, drawing in audiences who may be entirely new to the world of haute horology. This reflects a broader shift in luxury watchmaking, where heritage brands are no longer just about preserving the past but actively engaging with contemporary culture.

Read More: Sadry Keiser, Chief Marketing Officer of Roger Dubuis, Speaks on The Excalibur Spider Flyback Chronograph

Beyond technical mastery, Roger Dubuis also redefines how luxury watches are marketed and experienced. Rather than focusing solely on transactions, the brand prioritises storytelling, creating conversations that foster deeper connections with collectors and newcomers alike. This approach mirrors the evolving landscape of modern luxury watchmaking, where tradition remains at the heart of the craft but is continuously reimagined to captivate a new generation.

Franck Muller

Franck Muller’s name is synonymous with audacious innovation, a brand that bridges the gap between the time-honoured techniques of Swiss watchmaking and bold, contemporary design. His creations — particularly the Cintrée Curvex — challenge conventional aesthetics with their sweeping curves and complex, sculptural forms. However, Muller’s true brilliance lies in his ability to marry artistry with mechanical mastery, employing intricate complications like the Tourbillon and Minute Repeater in timepieces that are both technically advanced and visually striking. By embracing modern technology while honouring Swiss horological traditions, Franck Muller ensures that each of his pieces remains an intricate fusion of heritage and cutting-edge design, securing his place as a visionary within the world of luxury watchmaking.

Franck Muller continues to assert his mastery of horological innovation with the Long Island Evolution Master Jumper, a groundbreaking timepiece that pushes the boundaries of traditional watchmaking. Featuring an instantaneous triple-jumping mechanism, the watch synchronises hours, minutes and dates through mechanical digital indicators — an unprecedented achievement in the world of luxury watches. This creation is powered by the manual-winding FM 3100-L movement, a marvel of precision, with five rotating discs to facilitate the jumping action. The watch’s design — housed in a brushed titanium case with a green anodised aluminium bezel — speaks to Franck Muller’s meticulous craftsmanship, as only 100 pieces will be made, exclusively for the Asia-Pacific market. The Master Jumper’s exceptional mechanism and innovative presentation are a testament to Franck Muller’s reputation as the “Master of Complications,” capturing the essence of modern horological tradition while securing his place as a pioneer in the future of watchmaking.

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Bhutan received 103,000 tourists in 2023, around two-thirds less than the pre-pandemic record set in 2019. With a more varied customer base, the new objective is to return to just over 300,000 visitors each year as soon as possible.

Last year’s significant first step was lowering the mandatory daily sustainable development tax to USD 100 per adult, effective untill August 31, 2027. The global pandemic completely upended the tourism industry, which is still having difficulty recovering from the COVID-19 requirements. A spokesman for Bhutan tourism quipped, “We believe the tourism sector has an important role in generating employment, earning foreign exchange… and boosting overall economic growth.”

Currently, independent travellers can plan their travels more efficiently and save more money thanks to a new official booking portal. At least half of the nation’s tourists should come from non-Asian markets, including the US, Europe, and Australia; in the final full year before the 2020 COVID-19 lockdowns, almost 73 percent of all arrivals were from Indian tourists.

Happiest Country In The World

This nation is well-known worldwide for its Gross National Happiness Index, or GNH, which gauges citizens’ well-being in terms of everything from health and living conditions to preserving their culture and environment. The government is aiming to become the first carbon-negative nation in history.

Although it is concerned about the effects of mass tourism and continues to prohibit mountain climbing to protect the sacredness of its peaks, the nation is making a concerted effort to attract more tourists and increase the share of tourism in its USD 3 billion economy from 5 percent to 20 percent.

The concept impacts many facets of Bhutanese society, including environmental preservation, economic growth and governance. The nation’s commitment to preserving forest cover and reaching carbon negative highlights its strength in becoming a global ecological management leader.  According to a 2024 Reuters story, 50,000 Bhutanese work in the tourism industry generated USD 84 million annually in foreign exchange earnings three years before the pandemic.

The nation’s expansive views of the Himalayan mountains and its cliffside Buddhist temples attract tourists yearly. Bhutan is gradually but steadily improving its infrastructure for tourism and connectivity.

Spanking-New Airport

With the impending development of a new international airport in Gelephu, located in the southern part of the country, things are taking shape to support the nation’s economy and tourism industry. This historic initiative aims to make it simpler for travellers to reach this mysterious location.

In addition to Paro International Airport, the proposed Gelephu International Airport will serve as Bhutan’s second international airport. Situated in the Sarpang District, Gelephu’s advantageous proximity to the Indian border makes it a perfect hub for improving regional connections. The project’s anticipated cost is around Nu 20 billion, or USD 240 million. When Gelephu International Airport opens in 2029, it will revolutionise travel in the Himalayan monarchy. The design is in partnership with Netherlands Airport Consultants (NACO).

Choice Location

It’s no surprise that Gelephu was the choice location, all thanks to the topography, which allows for longer runways that can handle larger aircraft. Due to its proximity to India, Gelephu, Bhutan’s leading trading and diplomatic partner, is ideally situated for rail and road connections.

King Jigme Khesar Namgyel Wangchuck of Bhutan has spearheaded the Gelephu Mindfulness City initiative. “This airport is essential for the success of the GMC as a business hub, and it is also a critical lifeline for Bhutan’s national security, especially for a landlocked country,” said the Bhutanese King.

With a population of roughly 750,000, the nation is geared as a pioneer in “high value, low impact” tourism. The USD 100 daily sustainable development tax that visitors must pay supports Bhutan’s public services, including health care and education.

Mindful Travel

This project is a key part of the USD 100 billion Gelephu Mindfulness City (GMC) project, which aims to integrate ecological harmony and spiritual contentment into urban planning to address economic issues, including youth unemployment and declining birth rates.

The creative design, with tropical trees offering natural shade throughout the building, will let visitors enjoy Bhutan’s natural surroundings as soon as they arrive. A woodland courtyard that brings the outdoors indoors will serve as the focal point for the airport’s primary functional elements, which include immigration, security and baggage handling.

Bjarke Ingels, founder and creative director of architectural firm BIG, which is leading the airport’s design, says, “An airport is the first and last impression of a place you visit. For the Gelephu International Airport, we have tried to embody the nature and culture of the country and the Mindfulness City. The forests covering the highlands can flow from the arrival plaza through the airport to the tarmac.”

The construction uses modular mass timber frames, which allow it to be flexible and expand in the future. From a distance, the airport’s silhouette will blend with the surrounding terrain, resembling a stylised mountain range.

Each of the four zones of the arrival plaza will have native plant species encircling seating spaces where travellers can unwind.

The facility will offer elaborate traditional carvings and colours, creating details that make it characterful. Different kinds of dragons, which represent the past, present and future, will be incorporated into the decorative elements. This spiritual element emphasises the nation’s legacy while presenting it as progressive.

The “Kachen” — a wooden pillar in traditional Bhutanese architecture valued for its structural significance and complex artistic elements — will inspire the new facility’s unique features, including intricately painted wood carvings created by local artists.

Accommodating Bigger Aircraft

The airport’s design will handle aircraft like the Airbus A320, A321, and A350. The proposed runway is around 3,500 metres, allowing larger aircraft like the Airbus A380.

With a total area of 731,946 square feet, Gelephu International Airport can accommodate up to 1.3 million people a year and 123 flights a day. Although these numbers pale compared to major airports like London Heathrow or New York’s JFK, 316,000 visitors in 2019 is a significant accomplishment for this landlocked nation.

International travellers land at Paro International Airport (PBH), near Thimpu, the capital. Only a few tiny aircraft can fly in or out of Paro daily because of its difficult location between two Himalayan peaks, severe monsoon-season winds and a lack of runway illumination. These flights are all short-hauls from neighbouring Asian cities like Bangkok and New Delhi.

Bhutan’s economy depends heavily on tourism, which generates sizable employment and national income. The nation’s tourist policy is “High-Value, Low-Impact” to protect its pristine environment and rich cultural legacy.

With the recent announcement of the new Gelephu Airport, the enhanced airport connection is set to increase tourism through Bhutan’s “high value, low impact” approach, encouraging environmentally conscious and sustainable travel. This expansion will drive the hotel industry, promoting eco-friendly lodging, wellness facilities and cultural events for discriminating tourists. Bhutan’s airport is a stunning example of how traditional craftsmanship and contemporary sustainability coexist. This clever blending of history and environmentally conscious innovation makes Bhutan an even more sustainable and spectacular travel destination.

“Bhutan has officially earned a place at the top of my travel bucket list, and the Gelephu International Airport will be a boon for the country’s economy. It is more than just an airport; it is the starting point for sustainable tourism, economic expansion, and a new era of thoughtful travel. Thanks to improved connectivity, eco-friendly projects, and a touch of Bhutanese flair, this airport is poised to establish Bhutan as a leading destination for environmentally aware travellers and innovative development.”

— Kiranjeet Kaur, Director of Marketing Communications, W Kuala Lumpur.

When the new international airport opens, Bhutan will improve. It’s a pledge to strengthen the economy, create jobs while preserving the nation’s natural beauty and let the world explore and discover the landlocked destination.

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There is a short story by Malaysian writer Karim Raslan entitled “Bunga Telur and Bally Shoes”, which explores themes of tradition, modernity and social class in Malaysia. The story contrasts the deeply rooted cultural practice of bunga telur — a symbol of blessings and continuity — with material success, represented by a pair of expensive Bally shoes. While the narrative centres on social mobility, it also reflects a broader regional truth: an inherent appreciation for material refinement alongside a steadfast commitment to cultural heritage. This balance is precisely where luxury brands position themselves during Ramadan season. Brands are increasingly focusing on shoes, bags and accessories for their Ramadan offerings, recognising that many consumers turn to traditional attire and regional designers or tailors for their Raya clothing.

Rather than competing in the space of festive garments, global luxury houses position their selections as complementary — with shoes and accessories becoming the point of departure, enhancing modest silhouettes with a touch of opulence. Handbags and statement footwear, in particular, appeal to the exuberance of the season, allowing for self-expression while remaining in harmony with the occasion’s refined elegance. While Lunar New Year is often associated with prosperity and good fortune symbolised by the colour red, Ramadan carries a different essence — one of reflection, spirituality and communal celebration. This sentiment is reflected in the collections unveiled for the season, where brands lean into rich, jewel-toned palettes, intricate embellishments and thoughtful craftsmanship that mirror the depth and beauty of Ramadan’s traditions.

As luxury brands increasingly recognise the significance of Ramadan, exclusive capsule collections are emerging as a way to honour tradition while embracing contemporary design. From MCM to Miu Miu, these collections blend modesty with modernity, offering stylish yet culturally resonant pieces that cater to both regional and global audiences. While some brands craft Ramadan-specific collections, others integrate modestwear into their core offerings — proving that conservative fashion is not just a moment but a lasting shift in luxury. Modestwear collections are not just for Ramadan, but also speak to a growing demand for clothing that combines style with a more covered, modest aesthetic.

The International Perspective

For global luxury houses, Ramadan capsule collections have become more than just seasonal drops — they are strategic expansions into a market with immense purchasing power. Brands like Celine, Balenciaga and Jimmy Choo have embraced the festive season with exclusive releases that blend their signature aesthetics with subtle nods to Middle Eastern tastes. Whether through opulent fabrics, jewel-toned colour palettes or elegant silhouettes, these collections cater to consumers seeking both celebratory occasionwear and statement investment pieces. The approach varies — some brands lean into gifting culture with accessories and fine leather goods, while others create entire ready-to-wear lines that align with modest dressing principles. Yet, for these international powerhouses, Ramadan is not just about the release of fashion capsule collections alone — it is also a chance to cement cultural relevance and deepen ties with a discerning clientele.

Celine

Celine’s foray into the Ramadan market aligns with the growing demand for luxury fashion that caters to the cultural and sartorial preferences of consumers in the Middle East, South East Asia and beyond. Under Hedi Slimane’s creative direction, the brand has cultivated a sleek, structured aesthetic that resonates with modest fashion sensibilities — flowing silhouettes, high-neck blouses and longline tailoring have long been integral to its collections. Featuring pearlescent python and glossy crocodile leathers, the collection exudes refinement, while silk pyjama sets — paired with sandals and accessories — offer a balance of comfort and elegance. This makes Celine’s Ramadan offering a natural extension of its design philosophy, seamlessly blending contemporary minimalism with the opulence often sought during the festive season.

For luxury brands, Ramadan presents a key retail moment, much like the Lunar New Year or Christmas, with a surge in demand for occasionwear, accessories and exclusive drops tailored to the celebratory mood. Celine’s approach leans into its heritage of craftsmanship and understated elegance, appealing to consumers seeking exquisite materials and luminous hues. One could argue that Celine’s Ramadan capsule is not purely designed for consumers to wear during Eid celebrations, given its emphasis on silk pyjama sets and statement accessories rather than traditional occasionwear. Instead, the collection appears to be tapping into the Ramadan and Eid gifting market, where luxury purchases — from handbags to fine accessories — hold cultural significance as tokens of appreciation and generosity during the festive season.

Balenciaga

Balenciaga’s Ramadan 25 Series reimagines the brand’s House signatures. The womenswear and menswear collection features a rich colour palette of dark burgundy and pine green, seen across the emblematic Rodeo, Bel Air, Hourglass and Le City Bag lines, along with ready-to-wear pieces like fluid viscose dresses, skirts, blouse and shirts. A standout of the collection is the bags with the Rodeo Top Handle bag reimagined with a black strass-embellished finish, while jewelry and accessories featuring Arabic typographic motifs — necklaces, bracelets and keyrings — add to the collection’s cultural connection. The series also introduces Maison staples in classic beige and black colourways, such as hoodies, T-shirts, tailored jackets, Knife Mules and Cosy Sandals. While Balenciaga remains rooted in its edgy, urban aesthetic, the series subtly incorporates more elevated pieces — like the flowing viscose garments and the Arabic typographic motifs in the jewellery. This makes the collection more versatile, catering not just to those who will wear it during Ramadan festivities but also to those who are looking for exclusive pieces to integrate into their wardrobes year-round.

MCM

Noor Stars fronts MCM’s second Ramadan capsule collection. The campaign sees the celebrated digital creator as the face of its 2025 Ramadan campaign. As the latest addition to MCM’s “Maverick tribe” — a diverse and dynamic group of digital nomads who chart their own paths — Noor Stars brings her global influence to the brand’s second Ramadan capsule collection. With over 60 million followers, Noor exemplifies the spirit of individuality and creative rule-breaking that defines MCM’s ethos.

A beloved figure in the Middle East, Noor Stars’ journey beautifully blends Eastern values with a global, modern perspective. Having grown up in the West while remaining deeply connected to her cultural heritage, Noor’s narrative resonates with MCM’s commitment to pushing boundaries while celebrating universal creativity. Ramadan — a time for reflection, generosity and togetherness — serves as the ideal backdrop to tell Noor’s story. With her unwavering connection to her roots and her advocacy for women’s empowerment, Noor becomes the perfect talent to represent MCM’s Ramadan collection. Through the lens of photographer Morwoyne Mezeraia and videographer Yassin Yassin, the campaign reimagines tradition, blending modernity with cultural heritage to create stunning visuals.

The five-piece Ramadan collection features a black silk robe with intricate embroidery, a high-neck shirt paired with sleek trousers and a small black diamond crossbody bag. The bag’s geometric design is inspired by the Bavarian diamonds of Munich, with the signature Laurel logo embossed on the front, a metal hardware handle and an adjustable leather strap for practicality. The collection’s design incorporates spatial reflections and shimmery accents, invoking the interplay of light and shadow — both a hallmark of the Ramadan season and Noor’s vibrant personality.

Michael Kors

Michael Kors marks the festive season with a refined Ramadan capsule collection, crafted exclusively for the Valiram-distributed markets. Centred on understated luxury, the collection introduces limited-edition Tribeca handbags, espadrilles and ready-to-wear pieces. The Tribeca handbags — available in opulent cream and sage with a pearlised finish — take centre stage. Each piece is adorned with a commemorative plaque honouring Eid al-Fitr, elevating it beyond an accessory to a keepsake. With only a select number available per style, the collection reinforces the allure of exclusivity. Complementing the handbags, the capsule includes espadrilles that balance comfort and elegance, making them an effortless choice for Ramadan gatherings and festive evenings. The ready-to-wear selection follows suit, featuring tailored separates that embody refinement while embracing the principles of modest dressing. Designed for the modern woman who values both tradition and style, Michael Kors’ Ramadan collection offers a seamless blend of celebration and sophistication.

The Regional Approach

In contrast to international brands, homegrown and regional labels take a more intrinsic approach, weaving Ramadan into their design ethos in a way that feels organic rather than seasonal. With a deep-rooted understanding of cultural nuances, these brands move beyond trend-driven interpretations, offering pieces that reflect both religious values and contemporary style. From abaya specialists redefining modern modestwear to Malaysian designers crafting intricate kaftans and demi-couture pieces, the regional market showcases a more immersive take on Ramadan dressing. Rather than treating the holy month as a standalone moment, these brands often integrate modest silhouettes, luxurious embellishments and artisanal techniques into their collections year-round — making Ramadan capsules a seamless extension of their existing identity.

Khoon Hooi

Khoon Hooi’s Raya 2025 collection is a study in contrasts — where classic silhouettes find new energy through bold details and heritage is reimagined with a touch of surrealism. Drawing inspiration from 1950s Malaysian fashion icon Saloma, the collection honours timeless elegance while embracing contemporary sensibilities. The result is a line-up that feels both refined and exuberant. The “Baju Kebaya” and “Baju Kurung” take centre stage, crafted from floral brocade, fil coupé and velvet jacquard for a sophisticated yet statement-making effect. For the first time, floral-printed chiffon makes its debut, lending an ethereal lightness to the collection. Complementing these silhouettes is a capsule of “Baju Kedah”, elevated with guipure lace and geometric jacquard, offering a fresh take on a heritage favourite. With structured shapes, irregular hemlines and intricate details, Khoon Hooi once again balances classic elegance with contemporary flair.

The collection’s colour palette is equally dynamic, playing with the contrast between timeless black and white, muted pastels and rich jewel tones. Asymmetrical draping, pleats and origami-inspired elements add movement, while floral embellishments, crystal chains and an array of brooches introduce a layer of festive sparkle. The Khoon Hooi Raya 2025 collection is a tribute to the past, woven seamlessly into the present — a celebration of heritage that continues to evolve.

The Lina set reinvents the “Baju Kurung” with striped floral brocade, a wide neckline and puffy sleeves adorned with lace patches and floral embellishments, striking a balance between effortless elegance and delicate drama. The fully lined skirt — structured with box pleats at the back — maintains a fluid silhouette. Meanwhile, the Nala set blends tradition with modern refinement, featuring a fil coupé top with demure lace trims and a sarong-style striped satin skirt, elevated by three floral brooches with dangling pearls and glass bead embellishments that add texture and subtle sparkle. For those drawn to glamour, the Trisya Baju Kebaya set dazzles with a floral sequin top lined with organza for lightweight structure, paired with an overlapped draped satin skirt with glass bead detailing at the hem, while floral pearl brooches down the front lend vintage sophistication. The Rani set, in deep, rich hues, turns heads with its luxurious velvet jacquard fabric, delicate lace trims and oval pearl-crystal brooches that add dimension and shimmer. Fastened with a discreet hook-and-eye closure, its fully lined sarong skirt ensures both comfort and elegance with an elastic waistband and back zipper. Together, these designs redefine tradition with contemporary artistry, making a bold statement for the festive season.

Kit Woo

Kit Woo’s first-ever Raya and Pre-Spring capsule collection reimagines traditional Malay silhouettes through a contemporary lens, creating a dialogue between heritage and modernity. In what he considers his most gender-neutral collection to date, Woo strips tradition down to its core and reconstructs it with architectural precision, refining each piece into something both familiar and entirely new. Silat, the ancient martial art of the Nusantara, serves as a key inspiration. Its fluid movements and controlled power echo through the collection’s clean lines, sculptural drapes, and dynamic layering. Traditional garments form the foundation, but their transformation is subtle yet radical — meticulously tailored yet free from rigidity.

At the heart of the collection is a structured “Baju Melayu”, designed with a distinctive button closure in black and white, a nod to classic tailoring with a contemporary edge. A languid “Jubah” takes shape with adjustable drawstring details and an asymmetrical collar, offering versatility in movement and wear. A sharply tailored “Samping” suit in black subverts traditional menswear codes, while a collarless tailored jacket with raw edges challenges the boundaries of formalwear. Trousers echo the collection’s interplay of structure and fluidity, with Samping-inspired wraps and closures that deconstruct the idea of ceremonial dress.

Fabric choices reinforce Woo’s signature aesthetic — indigo denim, chambray and Oxford shirting bring texture and depth, elevating the collection beyond mere reinterpretation. The restrained palette of white, indigo blue and black ensures that each piece is effortlessly wearable, designed to be styled and layered in multiple ways. Beyond the pieces themselves, Woo invites the wearer to engage in the process of self-styling. The collection is trans-seasonal, meant to be worn, reworked and reshaped over time. In a world where tradition is often seen as fixed, Woo presents it as something fluid — an evolving conversation between past and present, structure and movement, tradition and personal identity.

Fiziwoo

As Fiziwoo marks ten years of Raya ready-to-wear collections, the brand reflects on a decade of evolution, challenges and triumphs. More than a milestone, this is a tribute to those who have shaped its journey — celebrities, fashion stylists, loyal customers and supporters who have been part of the brand’s story. To honour this moment, Fiziwoo names each piece in the collection after individuals who have played a role in its success. Familiar names like Marion, Neelofa, Zaihani and Minluna now grace its designs. But “Journey” is more than a nostalgic nod — it is an embodiment of the designers’ personal and professional evolution, in both craftsmanship and spirituality.

For designers Fizi and Kai, “Journey” is deeply personal. It signifies their growth as designers and individuals, shaped in part by their recent Umrah pilgrimage. This experience reinforced their commitment to self-improvement, infusing a greater sense of purpose into their work.

Inspired by the old Arabic souks of Saudi Arabia, a place the designers encountered during their pilgrimage, the collection carries the warmth and mystique of these ancient markets. Arabic calligraphy influences its typography, while the campaign’s visual direction captures the rustic yet refined essence of these historic spaces. A palette of dusty sand, golden hues and earthy tones mirrors the vast desert landscapes, paying homage to Middle Eastern heritage.

Revisiting its archives, Fiziwoo draws inspiration from its best-selling Raya ready-to-wear designs over the past ten years. Signatures silhouettes are reimagined with refined craftsmanship, giving customers fresh interpretations of beloved pieces. This year, Fiziwoo introduces its largest Raya collection yet, with 32 womenswear and 50 menswear pieces. The womenswear collection embraces diverse silhouettes suited for modern and modest women alike, featuring three exclusive fabric selections — polyblend brocade, polyblend cotton and embroidered cotton lace — each finished with fagot-knit border lace and crystal bow embellishments. For menswear, Fiziwoo makes a bold move by introducing its first “Baju Melayu” set, blending the Spread English collar with the traditional Cekak Musang for a modern yet refined aesthetic. The collection also includes embroidered cotton linen kurtas in 30 colours, spanning pastels, earthy tones and jewel hues. A new pinstripe-textured fabric adds depth to the classic Baju Melayu, reinforcing Fiziwoo’s commitment to innovation.

Rizman Ruzaini

Rizman Ruzaini marks its 20th anniversary in 2025 with a bold return to the Raya season, unveiling three distinct collections that capture the essence of the brand’s legacy. Alongside the return of the much-loved Couture Raya collection, the fashion house introduces two ready-to-wear lines, including the revival of the Rizman Ruzaini Red label. This milestone reaffirms the brand’s place in Malaysian fashion, blending nostalgia with modern sophistication. Following the success of the Rizman Ruzaini Spring Summer 2025 collection at Dubai Fashion Week, the inspiration behind the Mustika collection has been reinterpreted for Raya 2025. The couture line pays homage to Malaysia’s cultural heritage, marrying traditional silhouettes with contemporary craftsmanship. Kebaya-inspired designs, intricate pleats and embroidery showcase a refined approach to Malay fashion’s evolution. The collection’s muse, Yang Mulia Tengku Shaheera binti Tengku Abdullah, embodies the elegance of the modern Malay woman, reinforcing the collection’s theme of heritage and sophistication.

The Mustika collection draws inspiration from classic Malay films such as Perempuan Melayu Terakhir, Penarek Becha and Rachun Dunia, evoking a sense of nostalgia and highlighting the enduring significance of the kebaya. The 23-piece collection features opulent fabrics like velvet, premium crepe, tulle and chiffon, finished with machine embroidery that takes cues from Malay and Peranakan motifs. Creative Director Ruzaini Jamil has reimagined customer favourites, refining them with a contemporary edge while staying true to the brand’s signature aesthetic. Featuring eight distinctive designs in soft hues, the collection is crafted from luxurious chiffon and adorned with delicate embellishments.

Completing the trio of collections is the revival of Rizman Ruzaini Red, the brand’s accessible yet equally striking ready-to-wear line. Designed as a more attainable extension of the couture collection, it channels the “Mustika” inspiration into eight refined yet wearable designs. The collection reimagines traditional silhouettes, offering variations of “Baju Kurung Kedah”, “Baju Kurung Pahang”, “Baju Kurung Moden”, “Kebaya” and “Kebaya Labuh”. Crafted from crepe and lace, most designs come with a complementary shawl, adding an elegant finishing touch. With these three collections, Rizman Ruzaini cements its place at the forefront of Malaysian fashion, honouring its past while embracing the future. Each piece reflects the house’s dedication to craftsmanship, innovation and timeless style, ensuring that Raya 2025 is celebrated with elegance.

Special Mention:

Maison FRED

As Ramadan begins, Maison FRED welcomes the holy month with a creation that captures the essence of luminosity and togetherness. The Force 10 XL buckle in white gold, set with full diamonds and paired with a steel cable bracelet, reflects the celestial cycle that defines the rhythm of Ramadan. Against the backdrop of a rising sun, the piece embodies serenity and inner strength, marking a time of renewal and reflection.

A tribute to the spirit of the season, this creation is the first of three icons designed to honour the joy and unity that Ramadan brings. Through its signature craftsmanship, Maison FRED continues to celebrate moments of light and connection, embracing the beauty of tradition with a modern touch.

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