top of page
kiosk angled closer 2.jpg




Basel Watch Company re-affirms its status as a global trendsetter in affordable luxurious timepieces.  At BWC, you’ll find brands that always have something exciting, innovative and action packed. Pick out a timepiece which suits your personality, and you can thank us later.

Our Story

Basel Watch Company specializes in design, development, marketing, distribution and trading of consumer products that characterize fashion and value. The company’s principal offerings include a diverse line of stylish timepieces sold under its exclusive brand names, alongside complementary lines of accessories, apparel and leather goods.

Founded in 1988, Basel Watch Company began its journey with a vision to transform the concept of time-keeping from a mere function to an expression of personal style. Ever since its launch, the organization has had a finger on the pulse of the fashion industry; quick to adapt to emerging trends and stay at the forefront of technology, material choice and design.

Headquartered in Dubai, Basel Watch Company offers quality, designer-wear wristwatches under its proprietary BLADE, ELIZ, ELIZ Kids, BART & MELON and SESCA. The company’s products are sold in top retail stores all over the United Arab Emirates and in other GCC countries.

As part of Basel Watch Company’s ongoing customer service enhancement, the company has commissioned service centers for its brands internationally.

Our Philosophy

Our mission is to reach high quality, genuine wristwatches to everyone who values their time and money.


Our vision is to be a market leader in the industry for world class watch brands that offer the best quality standards in affordable fashion luxury.


Basel Watch Company was founded on the belief that there is nothing more valuable than respect for a person’s time, trust, and taste. Over 35 years, we have built on the importance of these values to create a loyalty for our name by treating our customers respectably and responsibly, as well as our employees and suppliers.

bottom of page