Three expressions of one spirit, alongside the introduction of Ahd Al Wafa.
Every New Journey Begins Here
On 18 November 2010, in Dubai, B360 began with one idea and one watch. That first watch carried the colours of the UAE flag and three words that still describe who we are: “Proud to Be Emirati.” It was the beginning of an ambition larger than a single city: an Arab watch brand, born in Dubai, whose identity could travel well beyond the UAE and still be recognised as its own.
Almost sixteen years later, that idea still shapes every design we make. Every new journey begins here, and the newest begins with a collection called Spirit of the Nation: three distinct expressions of one spirit. Spirit. Purity. Shadow.
Where the Idea Began
The idea began with something simple: sand from the UAE.
As a team, we began exploring how something so closely connected to the land could become more than an inspiration: how it could become part of the timepiece itself.
Through experimentation and development, that idea was brought to life in a dial containing genuine UAE desert sand.
From a watch that once carried the colours of the Emirates, B360 now carries a piece of its land.
The Caseback
Where the Union Began
At the heart of Spirit of the Nation is a caseback that carries more than an engraving.
Dar Al Ittihad, carried in the caseback of every Spirit of the Nation edition.
Turn the watch over, and you are no longer looking at a design. You are looking at a place.
That place is Dar Al Ittihad, in Dubai, connected to the founding moment of the United Arab Emirates. It is where the founding rulers gathered, and where the agreement establishing the Union was signed in 1971. Today the house stands at the heart of the Etihad Museum. Its likeness is engraved on the back of each watch, with its coordinates, the date of 2 December 1971 and the serial number of the piece.
Dar Al Ittihad, 1971.
Across Spirit, Purity and Shadow, the same story is carried on the wrist. The fronts express three different characters: sand, silver and black. The backs share one origin, and only the tone of the engraving changes from watch to watch. This is not decoration added to a timepiece. It is a reminder of the place where separate Emirates became one nation.
The casebacks of Spirit, Purity and Shadow.
The front reveals the expression. The back preserves the beginning.
Spirit
A Connection to the Land
Spirit is the most literal chapter of that journey. Its dial is made with genuine Emirati desert sand, preserved beneath sapphire crystal, with a representation of the UAE map set into it. Because the sand is natural, no two dials are exactly alike: its grain and tone give every watch a visual identity of its own. It is not a dial that takes inspiration from the land. It incorporates an authentic element of it.
Limited to 55 individually numbered pieces · AED 3,340
Discover Spirit, Sand of the Nation · Bronze Edition →
Purity
The Beauty of Simplicity
If Spirit is the land, Purity is the quiet beside it. A silver-toned case, light dial detailing and a blue strap come together in a composition built on balance and clarity: nothing added for effect, nothing missing. It is understated elegance for those who find their confidence in simplicity.
Limited to 55 individually numbered pieces · AED 2,640
Discover Purity of the Nation · Silver Edition →
Shadow
A Distinctive Perspective
Shadow looks at the same spirit from another side. Its darker aesthetic, restrained details and contemporary character give it a quiet confidence, a presence that never needs to announce itself while remaining connected to the identity of the entire collection.
Limited to 55 individually numbered pieces · AED 2,640
Discover Shadow of the Nation · Black Edition →
The Significance of Seven
Seven carries particular meaning in the UAE: seven Emirates, joined in one Union, the Union that every Union Day celebrates. It is part of the country’s identity, and it is part of this collection.
B360 has designated serial numbers 01 through 07 of each Spirit edition for special allocation by the watch house, including symbolic gifting. Number 07/55 of each edition will remain in the B360 archive.
Ahd Al Wafa
An Expression of Loyalty
Alongside Spirit of the Nation, B360 introduces Ahd Al Wafa. It is not part of that collection. It is an independent release with a story of its own: loyalty, commitment and the enduring values that hold a nation together. Coffee-gold tones meet camouflage detailing, with the map of the UAE at the centre of the dial.
Because loyalty is more than a word.
Initial production of 45 non-numbered watches, with further production according to demand · AED 3,140
Discover Ahd Al Wafa · Camouflage Edition →
Private Early Access
As a gesture of appreciation, B360 is giving eligible existing customers first access to these new creations. Those who are eligible may receive a personal invitation by email and WhatsApp.
Private Early Access — 19 October 2026
Public Pre-Orders — 25 October 2026
Every New Journey Begins Here
From B360’s first watch carrying the colours of the Emirates to these latest creations, the brand continues to explore design, identity and culture. Our designs evolve. Our journey expands. But every new journey begins here.
B360 WATCH
We don’t make watches; we make moments.
