In the world of luxury living, travel, and mechanical watches, Deremi Ajidahun stands out as a notable figure. As the Founder/CEO of HNZ Group, the parent company of GMT GCC, he’s earned praise for his visionary approach. Ajidahun’s journey from a passion for a premium lifestyle to professional success is impressive. With a sharp eye for opportunities and a dedication to innovation, he’s transforming and making his mark on the premium lifestyle scene in the Gulf region.
Ajidahun’s rise parallels GMT GCC’s journey. Since its start, the lifestyle publication and network magazine has been a symbol of sophistication and quality. Recently, it has further solidified its position by joining The Luxury Network UAE, expanding its reach and influence in the region. Under Ajidahun’s leadership, GMT GCC has continued to excel and expand its horizons, setting new standards in luxury living coverage.
Exploring Ajidahun’s story reveals a narrative of innovation and unwavering commitment to excellence. Join us as we uncover the insights and perspectives of this visionary leader, shaping luxury lifestyle in the Gulf and beyond.
How would you introduce yourself to someone encountering you for the first time?
I’d describe myself as someone who is quite introverted despite appearing to be extraverted; which can often be mistaken as being arrogant. I’m quietly confident, not overly friendly, and spend the majority of my time with family and a select group of friends. Whilst conservative by nature, I have often been described as enigmatic and charismatic, too. And I am definitely entrepreneurial.
Could you share insights into your upbringing and the influence your parents had on you?
My father was a shipping magnate; as a teenager, I would accompany him to the ships in the port and work late nights with him. To be honest, I’m not sure about the details of the work he was doing! However, it gave me my entrepreneurial spirit. When I came out of university, I worked for 3–4 years in banking, and then I went straight into running my own business, which I have been doing every day since September 1987.
My late father was my hero. He was a very stern man, but was extremely dedicated to his family. I was just 17 when he passed, but he achieved so much in the business world. He was a Christian, and my mother, who was an absolute darling, was very Muslim. Nigeria is a country where people live side by side, and I grew up in both of these worlds. My mother taught me courage and confidence. She always protected me when I was naughty, as mothers do. She taught me how to be tender and caring.
What do you consider your current place of residence or sense of home?
I now split my time 50/50 between Abuja, Nigeria and Dubai, Dubai. I call both places home. However, I started boarding school in England at the age of six. My schooling was between England and Switzerland, depending on where my father was. Hence, I relate internationally…
Your professional journey encompasses diverse ventures. Could you elaborate on the trajectory of your entrepreneurial endeavors?
All my businesses are all about my passions, every single one, and actually none have been directly related to my master, which is International Affairs. The first company I worked for was an IT company, and I ended up winning a design award for the annual report of the year for two years running. So I’m like, OK; there’s something there. I started my own design company, and from that company I went into printing and publishing. My main business after that—Hole 19—started out related only to golf. I had a friend who was an ardent golfer who invited me to play. At first, as an ex-football player, I resisted. And then, after eight months of watching, I suddenly caught the bug. I bought a golf set in California and brought it back to Nigeria. I wasn’t a particularly good golfer, but one day I was being watched by some players, and one of them insisted on buying my golf clubs because they weren’t available in Nigeria. And then it happened again, when I bought a second set back from California. They were Callaway golf brands. And I thought, there’s something here. I took myself off to London. I had no appointment with them, but I found the address of Callaway Golf in Leatherhead and knocked on their door. The lady at reception said, “Sorry, sir, there is three months waiting for an appointment.” I said, “Please tell the MD that I’ve come all the way from Nigeria. I just need 10 minutes of his time.” It transpired that the MD’s elder brother was in my class at school. Small world! Our ten minutes turned into five hours and dinner. And that’s how Hole 19 started.
From being the importer and distributor for Callaway Golf in Nigeria, the company grew to managing and creating tournaments, managing, maintaining, and redesigning golf courses and now a leading luxury lifestyle and retail group in the region.
The Emirates holds a special place in your heart. What aspects of the UAE captivated you?
This country started marketing golf packages to the UK in the 1980s; I think it was something like one week in the Rotana Hotel in Deira for £180, including airfare—it got on my radar, and although I bought books about how to set up in the UAE, I never did until many years later when my daughter—I have five children, three girls and two boys—said she wanted to go to school here. She found a school, got the application form, and handed it to me. Fait accompli! When I was growing up, I didn’t see my father much as he was working a lot, and I wanted my daughter to see me in Dubai, so I decided to look for some work. And then my dear friend Brice LeChevalier said, “Well, why don’t you take over GMT Middle East?” I said, “Ok!”.
I just love the people here. I love the local attitude and people coming from all cultures. What people don’t understand is how much culture this place has; for people to say “Dubai lacks culture, it is wrong”. It is energetic and of course it’s a huge, international place. Very vibrant. Dubai will now be the gateway to the world. It’s got a lot of things. It has its deficiencies, like any other city in the world. But I will always be fascinated by the Emiratis and their culture, which is reserved, polite, and kind. There is an attitude toward finding solutions instead of focusing on problems.
Your involvement in the watch industry is notable. What sparked your interest in this business?
It was really my wife who said, “You’re spending a lot of time, energy, and money at watch fairs as a collector. Why not turn it into a business? Initially, I didn’t do anything about it, but then I thought, “That’s an interesting comment.” On my third visit to Basel, I tried to present myself as a potential retailer or distributor, and of course, the response was zero. Nobody was ready to listen to me whatsoever. Nigeria had some recognized retailers and distributors, who was I, just some guy? But then I got one brand and another, and that was the start. We’ve never looked back. My business model works with independent brands who want a voice, and some of the bigger players don’t really have the energy or capacity to take care of some of the smaller brands who are not major hitters. It’s not a traditional retail model; it is more of an experience and expression.
You frequently emphasize the significance of community. How does this value manifest in your endeavors?
Yes, community is very, very important. What I love here is that the community is very strong. The watch community is strong back home too, but it’s more fractured. Here, people are very happy to talk about their love of watches. You know, I guess it also comes with a certain amount of security. You know, even in England, I don’t think people want to talk about the huge collections, where they might be located, and who they are! I don’t think there’s a place that has more clubs—not just watches, but cars, fashion, whatever it is—per square meter than we have here in the UAE. So yes, community is very, very important.
As the publisher of GMT Africa magazine and the newly launched GMT GCC for the Middle East, what are your aspirations for these publications in their respective markets? Could you outline your role as a publisher?
I remember attending a huge conference in Paris and the CEO of a major luxury brand was on stage and somebody mentioned Nigeria and he was proud to say that Nigerians were some of his best customers in Paris. And everybody clapped. I stood up and asked him: “Nigerians are your best customers. Do you have a boutique in Nigeria?” The answer was no. I said, “You have 17 boutiques in Hong Kong alone. Why don’t you close just one… and open it in Nigeria.” We will get there. The watch industry needs more representation from Africa; it’s still super white and super male! I always like to ask these kinds of questions. Maybe it ruffles feathers, but I always ask them. We want to inform, we have a responsibility to both the consumer and manufacturer. GMT Africa has to act as a bridge.
On this side, GMT GCC is a lifestyle community. The people are a priority for us. The unity in shared passion across luxury lifestyle is the foundation of what we do here based around physical and digital experiences. Our collaborations are very dear to me and my team. We are a dedicated bunch and I am proud of what we are achieving.
Can you recall any early experiences with timepieces or moments from your youth that fostered your passion for horology?
Back in the 1970s, I remember Steiner being the owner of the Rolex franchise in Nigeria. Every day I’d pass the boutique and stand outside as a young boy, looking in through the window at all these watches. Of course, my father was a watch collector already back then. And one day he took my hand and said, “Get into my car.” I was shaking like a leaf inside the car, I thought, “What have I done?” And we parked outside the store and went in, and the next thing I knew, he had bought me my first watch—an Oris. So the passion really came from my relationship with my father.
What was your initial significant watch purchase, and what significance did it hold for you at that time?
After the Oris, my father bought me a Longines for my 16th birthday. And I wore that happily for the longest time. Just before my 18th birthday, I bought my own watch, and it was a Le Roy. And then after that, I bought a Cartier Santos. And the most expensive one that I bought after that was a Cartier Santos in rose gold, which I bought in Switzerland and partially from my school fees.
Could you share some highlights from your watch collection?
My collection has always been about what just takes my fancy. It’s never been about money or price. I only started collecting Rolexes about five years ago; I’ve always been a fan of the Ulysse Nardin Freak. The concept was very nice from day one. The Nautilus is a watch that I enjoyed many years ago. It’s not speaking to me the way it used to, perhaps because everybody wants it… I’ve always wanted to be different. A Patek might not start a conversation the way it used to. A few nights ago, I was wearing a Purnell, which has the fastest triple-axis double tourbillon in the world. I was with a group of guys, many of them wearing Richard Milles, Pateks, and so forth. But everybody wanted to know what I was wearing because they had never seen one in real life before.
The launch of GMT GCC marks a milestone in your career. Do you envision treating yourself to a horological indulgence? Are there any particular timepieces you’re eyeing?
I turned 60 two years ago, when I commissioned two very special watches. I would prefer not to mention the brands, which I hope to receive this year. Put it this way, they are both very ‘difficult’ watches, and I had to do a lot of arm twisting. I am hoping to receive them both this year.