Human Mobile Devices (HMD) has entered the Middle East accessories market ahead of its global rollout, launching a new audio brand, DUB, alongside two smartwatches.
The company presents its products as technological solutions designed for daily human usage that combine design elements with sound and movement to meet the needs of young people who want to express their identities.
HMD says sound and movement now define how people express identity. With DUB and its smartwatches, the company shifts beyond smartphones to everyday accessories that fit work, fitness, and personal downtime.
The Middle East launch comes first, signalling the region’s importance as a trend-setting consumer market.
DUB sits at the centre of HMD’s accessories push. Built around the idea ‘Hear What Matters,’ the audio brand targets users overwhelmed by constant digital noise but deeply connected to music.
HMD has divided DUB into three lines: the P-Series for casual listeners, the S-Series with Dolby Audio and environmental noise cancellation, and the premium X-Series.
The flagship DUB X50 Pro focuses on performance and daily practicality. It offers active noise cancellation, AI-powered four-mic call clarity, and up to 60 hours of total playtime.
Features like fast charging, multipoint connectivity, in-ear detection, and voice assistant support aim to fit busy routines across work, travel, and workouts.
HMD has also introduced its first smartwatches in the region: HMD Watch X1 and Watch P1. Watch X1 uses an AMOLED display to deliver five days of battery life while supporting over 700 activity modes and enabling remote health monitoring for users. The Watch P1 targets users who want a lightweight smartwatch that provides basic health monitoring functions.
“DUB takes our human-first philosophy and turns it up,” said Sanmeet Singh Kochhar, adding that sound has become part of personal identity.
The DUB range and smartwatches will go on sale in the UAE, Saudi Arabia, and Qatar from January 2026, with pricing to follow closer to launch.