A street-level showroom of almost 2,500 square feet, five watchmaking Maisons under one roof, a private salon and a watchmaker on site: TimeVallée has opened its first boutique in Egypt at Downtown Katameya, on New Cairo’s 90th Street. It is the first TimeVallée in Africa, the newest address on the Middle East watch map, and the door that takes the network created by Richemont in 2014 past fifty boutiques worldwide.
The boutique is operated by Nile Projects, one of Egypt’s largest family-founded groups, under a master-franchise agreement signed in 2025. Its opening line-up brings together Baume & Mercier, Cartier, IWC Schaffhausen, Jaeger-LeCoultre and Panerai, all of them present in Egypt for the first time through a dedicated boutique.
At a Glance
| Location | Downtown Katameya, 90th Street, New Cairo, Egypt |
| Surface | About 230 square metres (almost 2,500 square feet), street level, single floor |
| Maisons | Baume & Mercier, Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Panerai |
| Services | Private VIP salon, watchmaker on site, after-sales service |
| Operator | Nile Projects (Cairo), master franchisee since 2025 |
| Network | More than 50 TimeVallée boutiques worldwide; first in Egypt and in Africa |
A multi-brand concept designed for a first visit
TimeVallée was founded in Switzerland in 2014 as a multi-brand retail concept: several Maisons share one address, each with its own space, and the client moves from one to the next without leaving the boutique. The network is run through strategic partners in each market and carries more than thirty watch and jewellery brands worldwide, from the Richemont Maisons to names such as Bulgari, Chopard, Grand Seiko, Hublot and Zenith. Most of its boutiques are in China and the rest of Asia, with a growing presence in the Middle East, Europe and North America.
Cairo follows the house style. The interior combines warm champagne tones with the watchband-inspired design that identifies every TimeVallée, and the floor plan gives each Maison its own counter around a shared salon. The watchmaker on site handles technical questions and after-sales service, which matters in a market where clients have long travelled abroad for both.
Nile Projects, the family group behind the door
Nile Projects was founded in Cairo in 1972 by Ossama El-Naggar and became a holding company in 1985. Today the group employs more than three thousand people across fashion, automotive, real estate, furniture, wellness and food, and it represents brands such as Burberry, Salvatore Ferragamo, Polo Ralph Lauren, BOSS and Tommy Hilfiger in Egypt. TimeVallée is its first step into fine watchmaking.
“For more than two decades, Nile Projects has been dedicated to shaping and elevating the luxury retail experience in Egypt,” said Ahmed El Naggar, Vice Chairman and CEO of Nile Projects. “Our expansion into luxury watchmaking marks a significant milestone in this journey, further strengthening our commitment to offering exceptional customer experiences and bringing some of the world’s finest Maisons closer to our customers. The opening of TimeVallée introduces a new chapter for luxury timepieces in the Egyptian market, and we believe this is only the beginning of what promises to be an exciting future.”
Hélène Maslin, Chief Executive Officer of TimeVallée, added: “It’s always a thrill for TimeVallée to introduce our retail concept to a new market. Our partnership with Nile Projects is key to connecting with local clientele and celebrating Egypt’s passion for fine watchmaking.”
Egypt joins the Middle East watch map
For WATCHESPEDIA, Egypt belongs to the Middle East we cover, alongside Saudi Arabia, the United Arab Emirates, Qatar, Kuwait, Bahrain and Oman. Cairo has a long relationship with fine watchmaking: King Farouk’s collection included a Patek Philippe reference 1518 of 1944, engraved with the royal crown, which later sold at Christie’s Dubai for more than 900,000 dollars. What the city gained this month is a permanent address where five Maisons can be seen, tried and serviced without a flight.
The opening also completes a regional picture. TimeVallée already operates in Doha, at Hamad International Airport, in Abu Dhabi at Yas Mall, in Dubai and in Riyadh, each boutique run by a local partner. Readers who follow our guides to luxury watches in Saudi Arabia or our coverage of the Doha Jewellery and Watches Exhibition will recognise the pattern: the Maisons arrive through established families and groups who already know the client. Cairo now has its own.
What to expect at Downtown Katameya
The first chapter is deliberately edited. Five Maisons cover the essential ground: Cartier for the great shapes, from Tank to Santos and Panthère; Jaeger-LeCoultre for the Reverso and the Master collections; IWC Schaffhausen for the Pilot’s Watches and the Portugieser; Panerai for the Luminor and Radiomir; Baume & Mercier for the Riviera and the Clifton, the accessible entry into Swiss watchmaking. Further Maisons from the TimeVallée roster may follow as the boutique settles into its market.
The private salon is reserved for appointments and high-value pieces. The watchmaker on site takes care of strap changes, adjustments and the first level of servicing, with the Maisons’ workshops behind him for anything more. Prices follow the Maisons’ official lists; the boutique quotes in Egyptian pounds on request.
Frequently Asked Questions
Where is the TimeVallée boutique in Cairo?
At Downtown Katameya, on 90th Street in New Cairo, at street level. It is the first TimeVallée in Egypt and the first in Africa.
Which watch brands does TimeVallée Cairo carry?
Baume & Mercier, Cartier, IWC Schaffhausen, Jaeger-LeCoultre and Panerai, five Richemont Maisons presented in a boutique in Egypt for the first time.
Who operates TimeVallée in Egypt?
Nile Projects, the Cairo group founded in 1972 by Ossama El-Naggar, under a master-franchise agreement with TimeVallée signed in 2025.
How many TimeVallée boutiques are there?
More than fifty worldwide, most of them in Asia, with boutiques in the Middle East (Doha, Abu Dhabi, Dubai, Riyadh and now Cairo), Europe and North America.
Source: TimeVallée and Nile Projects announcement of 15 September 2026; statements by Ahmed El Naggar and Hélène Maslin published on 22 September 2026; Richemont and Nile Projects corporate information. Photo courtesy of TimeVallée and Nile Projects.
