Q&A with Elias Nassif
Based in CWB's Dubai office, Senior Associate Elias Nassif advises on trade mark searches, brand protection and commercialisation, manages trade mark prosecution and disputes, handles IP enforcement matters, and drafts and negotiates IP agreements. We asked Elias about his work, hobbies, favourite food, and much more.
- What led you to work in the IP field?
IT/IP Law was one of my favourites at university, and I was fascinated by how central IP is to a business, often the very core of its commercial identity and competitive edge.
- What has been your favourite project or proudest professional achievement so far?

I advised a leading global ride-hailing company on UAE competition law and merger control matters in connection with a 3.1 billion USD acquisition, the largest technology-sector transaction ever in the Middle East.
- What are some of the key considerations for protecting IP in the United Arab Emirates?
I would have to start my timer, so I will lay out two key points on a complimentary basis:
Subject to a few exceptions, the UAE is largely a first-to-file system, so it works a bit like business-class upgrades – put your name in early and you are set; leave it too late and you might struggle justifying why you deserve that seat.
Give your brand a local “sense check,” keeping in mind cultural nuances and the fact that Arabic is the official language of the UAE. Make sure it sounds right, translates well, and doesn’t accidentally wander into cultural or religious no-go zones. Over the years, I have seen some unintentionally hilarious or (worse yet) outright inappropriate marks.
- What are the most common types of IP issues or challenges faced by businesses in your country?

One of the biggest IP surprises for newcomers to the UAE is discovering that “common law rights” are, well… not a thing. Businesses often assume that using a mark gives them a magical forcefield of protection. Spoiler: it doesn’t. If it’s not registered, it could essentially be “just vibes”. And relying on foreign registrations to automatically cover the Arabic equivalent? Another plot twist: the authorities won’t translate or transliterate for you. So, your English brand and its Arabic cousin might be living entirely separate lives without you realising it.
Then there are the UAE’s crisp, no-nonsense deadlines and formality rules. This means you do have to get organised: no extensions, no grace periods, no “I will get to it next week.” The real challenge for businesses, therefore, is assuming the system works like the one back home. Once you know the nuances, it’s smooth sailing.
- If you could instantly fix one thing about your country’s IP system, what would it be?
Many of us, clients and lawyers alike, would love to see the more onerous formality requirements (think, legalised POAs and translations) across the region simplified or removed entirely. I have grown more than a few grey hairs as a result.
- What field would you be working in if you weren’t working in IP?
Probably criminal law. I have always been drawn to the intensity, the psychology, and the high-stakes storytelling behind every case. There is something fascinating about how a single detail can flip everything. The only other path I ever considered outside of law was becoming a pilot. But after discovering how much physics is involved, I realised the skies are definitely safer with me on the ground.
- Do you have any hidden talents or hobbies?

My hobbies involve travelling and exploring new places and casually playing padel with friends. It’s less about technique and more about catching up, laughing our way through rallies that only count as exercise because we happen to be holding rackets.
- What’s a book or movie that has had a lasting impact on you—and why?
One book that has stayed with me is Sun Tzu’s The Art of War. Not because I secretly aspire to be a general, but because it is really a book about thinking clearly, staying grounded, and not rushing into decisions without understanding the bigger picture. I have always liked how its lessons are surprisingly calm for a book about war, advocating for you to “take a breath and be strategic” than “charge into battle.”
- What music are you listening to nowadays?
I listen to a mix of the classics like Frank Sinatra and Elvis Presley, along with modern RnB, depending on the day and what I am working on. Classics for contract reviews and drafting, and RnB for more contentious work.
- What’s your favourite holiday destination?

The Amalfi Coast, with sun, sea, a limoncello spritz, and a plate of spaghetti alle vongole done properly. Hard to beat.
- What is your favorite dish?
Hard to choose, but probably Lebanon’s raw meat delicacy kibbeh nayyeh with olive oil, chilli and garlic: simple, fresh, and hits the spot every single time. I also have a real soft spot for stuffed vine leaves, the proper slow-cooked homemade version that tastes like someone put their entire heart (and afternoon) into it.
- If someone came to your city for 24 hours, where would you take them?

I would start with the Burj Khalifa. You cannot visit Dubai and ignore the tallest building in the world. Next, a desert escape (depending on the season) or one of the many water activities across the city. I would finish with dinner at the Royal Atlantis because if you are in Dubai, you might as well experience it properly. Most guests start planning their return trip somewhere between the main course and dessert.