the Sabco Group, a private holding company owned by the Omani royal family, launched Oman Perfumery LLC, a niche luxury fragrance house known publically as the House of Amouage (Amouage, which means “waves of emotion”). The new perfumery started with two main objectives: first, to sustain the fragrance industry in Oman through the production of modern perfumes that could compete in the international market; and second, to reflect and disseminate the heritage and traditions of Oman through these perfumes. In line with these goals, the company has developed award-winning perfume brands and unique and recognizable bottle designs, which are protected by the intellectual property (IP) system. As a result, Amouage has become one of Oman’s most recognized brands and has created some of the most prized perfumes in the world.