Amidst the soft hum of clicking timepieces and Hermès bags in every colour ever dreamt up, you’ll find Marya Ali. “I’m confident, I’m meticulous, and when I decide to do something, I commit fully. That’s who I am,” she says. And it shows. Whether she’s analysing the tiniest detail on a rare reference or advising a client with the kind of authority that only comes from instinct and obsession, her energy is unmistakable.
In Love Luxury’s Knightsbridge flagship, now expanded into Dubai, the UAE-born and London-based Marya has become the go-to specialist for people who are looking to chase a watch and a legacy. She has a radar for exceptional taste, a reputation for knowing timepieces like the back of her hand, and a career trajectory that is wildly impressive.
So naturally, we caught up with her for a chat and this is what we talked about:
CosmoME: What was it about watches that really got you ticking? Was it the craftsmanship, the culture, or the power they seem to hold?
Marya: The idea that something so small can hold so much precision, history, and artistry is fascinating. But the real attachment came from the power a watch holds. A timepiece can say more about a person than their words do. It can tell you their taste, their ambition, their personality, even their mood. Watches carry energy. They have presence, and once I realised that, I became obsessed.
CosmoME: You began your career as an assistant. What was the turning point that made you realise, “Wait, I can actually do this”?
Marya: There was a moment early on when I closed a deal that a lot of people didn’t think I could handle. It was the negotiation, the trust, the confidence the client had in me. And afterwards, they came straight to me for their next piece. I wasn’t “just assisting” anymore. I was advising, sourcing, negotiating … and doing it well. That was the moment I told myself: okay, I’m not only capable of this — I’m actually good at it.
CosmoME: The luxury watch world can be a bit of a boys’ club. What were the biggest challenges you faced breaking through, and how did you earn your seat at the table?
Marya: The biggest challenge was being underestimated. I’ve had people assume I was there to observe, not to lead negotiations. But instead of pushing back verbally, I studied models, movements, and market trends obsessively. I made sure that when I spoke, I spoke with certainty. And when I delivered consistently, the respect followed. I earned my seat at the table by being prepared, by being reliable, and by refusing to shrink myself to fit anyone’s expectations.
CosmoME: Are there still “white whale” pieces that keep you up at night?
Marya: Absolutely. Anyone who works in watches and says they don’t have a white whale is lying. There are a few vintage references — early Daytonas, rare Pateks — that I’m constantly keeping an eye out for. They are usually in private collections where the owners have zero intention of selling. What keeps me up at night is finding the right piece for the right client. There’s nothing more satisfying than placing a unicorn watch on the wrist of someone who truly understands its value. I’m always chasing something. And I think I always will be. The hunt is part of why I love this world.
CosmoME: You split time between London and Dubai markets. How do collectors in each city differ? Is it about passion, prestige, or pure investment?
Marya: Dubai and London are like two different universes when it comes to collecting. In Dubai, people want the latest, the rarest, the loudest — it’s about making a statement, showing you have access to pieces most won’t even see. London is completely different. Collectors here lean toward provenance, condition, the story behind a reference, and how a piece holds value over time. They are more patient, detail-obsessed, and often emotionally connected to the craft.
Both markets are powerful. Navigating both worlds is what makes the job interesting; the motivations are totally different, but the love for watches is just as strong.
CosmoME: How has social media and celebrity culture changed the way people collect? Are people chasing hype or heritage?
Marya: Ten years ago, people collected based on passion, knowledge or family influence. Today, one celebrity posts a wrist shot and suddenly everyone wants that exact reference the next morning. There’s definitely a hype-driven wave, especially among newer collectors. They want the watch they’ve seen on Instagram. In some cases, they’re buying pieces that don’t always suit their style or hold long-term value — purely because of the moment.
CosmoME: Let’s talk about your personal collection. What was your first watch? Which piece means the most to you? If you could only wear one forever, which would it be?
Marya: You’d actually be surprised, I’m not as attached to watches as people expect. I genuinely enjoy the buying and selling side more than owning them. Especially here in London, where it’s not always the safest place to wear certain pieces. Now, I’m really looking forward to the day I’m living somewhere a bit safer, so I can build the kind of collection I actually want. And then, my focus will be: Patek Philippe. It’s without a doubt my favourite brand. The craftsmanship, the heritage, the consistency. I’m pretty sure I’ll end up owning every discontinued model they’ve ever released. That’s the goal.
CosmoME: Finally, what’s next for you? Is there a dream collaboration or a new chapter on the horizon?
Marya: I want to educate, inspire, and make the industry more accessible — especially for women and younger collectors who are still finding their place. A dream collaboration for me would be working with a heritage brand to bring a modern, feminine perspective into a world that has been very male-dominated for decades. I’d love to create something that feels timeless, but still speaks to the next generation of collectors.
As for the next chapter… I’m not rushing it. I’m growing, learning, and staying open to every opportunity that aligns with my values and vision.
Want to read more about women taking the path less taken? Read about Arab mountaineer Nelly Attar on breaking records and breaking barriers.