Qatar's Favourite Department Store Marks 75th Anniversary at the 20th Doha Jewellery & Watches Exhibition
February 05, 2024, Fifty One East, Qatar's favourite department store, proudly announces its participation in the highly anticipated Doha Jewellery & Watches Exhibition (DJWE), slated to take place from Feb 05 to Feb 11, 2024, at the Doha Exhibition & Convention Center (DECC).
As the exhibition commemorates its 20th edition, the signature retailer is delighted to celebrate its 75th anniversary reflecting on a legacy rooted in excellence that has cultivated enduring relationships built on mutual trust and respect with esteemed brands.
On this occasion, Fifty One East invites its discerning clients to embark on a journey of timeless elegance and indulge in the allure of world-renowned brands like Rolex, CHANEL, Boucheron, and TUDOR who will be presenting their novelties in dedicated wings. An exceptional list of other trendy labels will also be present this year, including names like Annamaria Cammilli, Azza Fahmy, David Yurman, Falamank by Tarfa Itani, Genesia, J by JOELLE, L’Âme – a brand by Fifty One East, The Little Frog, WOLF and Yvan Tufenkjian.
Commenting on the event, Mr. Bader Al-Darwish, Chairman and Managing Director of Fifty One East said, "The 20th edition of the Doha Jewellery & Watches Exhibition signifies not just an event but a journey of evolution. We take immense pride in being part of this extraordinary exhibition from its inception. 2024 stands as a testament to 75 years of Fifty One East's unwavering commitment to setting the bar for luxury retail in Qatar. Rooted in heritage, the store's legacy mirrors the essence of timeless elegance, evolving through more than seven decades of sophistication.”
“A heartfelt thank you to the organizers of DJWE for their meticulous efforts in curating an event that transcends boundaries, celebrating the global language of luxury and craftsmanship. We invite our dear clients to explore our pavilion which has been a hallmark of sophistication and a true reflection of the refined taste synonymous with Fifty One East and the brands we proudly represent,” he added.
ROLEX | A PERPETUAL PURSUIT OF EXCELLENCE
During this year’s edition, Rolex continues its legacy of excellence by showcasing a collection of its latest creations unveiled at Geneva's Watches & Wonders 2023. Highlighting this perpetual pursuit of excellence, the selection features the GMT-Master II in yellow Rolesor with a Cerachrom bezel insert in grey and black ceramic, and the new Sky-Dweller, the watch for world travelers, which is now offered, in an 18 ct white gold version on an Oysterflex bracelet and two new dial colors: mint green and blue-green.
CHANEL | IMAGINE THE IMPOSSIBLE. MAKE IT A REALITY.
CHANEL presents Tweed de CHANEL, an exquisite collection that translates the house’s lightweight, contrasting emblematic tweed into high jewellery, offering pieces as supple and fluid as the fabric that inspired them. In addition, CHANEL will present exquisite watches including the Mademoiselle Privé Pincushion Quilted Motif, Mademoiselle Privé Pincushion Embroidery Motif and the J12 Diamond Tourbillon Watch Caliber 5 from Watches & Wonders Geneva 2023. CHANEL will also display its latest novelties from iconic fine jewellery and watch collections such as the Coco Crush, N°5, J12 and Première. CHANEL's showcase unfolds within a newly redesigned booth, inspired by its unique location on 18 Place Vendôme, Paris.
BOUCHERON | JUST LIKE A QUEEN
To mark the DJWE's 20th anniversary, Boucheron is presenting, for the first time in Qatar a captivating assortment of rare heritage pieces inspired by the main themes the Maison holds dear - Art Deco, Nature, and Animaux de Collection, some dating back as far as the 1930s. Boucheron will also showcase one of its signature creations, the Question Mark necklace: a revolutionary design imagined in 1879 and the first High Jewellery necklace without a clasp. Visitors will have the opportunity to discover a piece designed in 2018 by Creative Director Claire Choisne: the Lierre de Paris Question Mark necklace.
For this edition of the DJWE, Boucheron is also presenting its iconic jewellery collections: Quatre, Serpent Bohème and Nature. Additionally, visitors will discover an incredible set from the 2023 Histoire de Style "Like a Queen" collection. Every January, Claire Choisne draws inspiration from the archives of Maison Boucheron and reinterprets them through her creative lens. In this collection, she paid tribute to a special piece from the Boucheron archives: a diamond and aquamarine double-clip brooch gifted to the late Queen Elizabeth when she turned eighteen in 1944.
Boucheron’s French Art de Vivre
Moreover, Boucheron invites guests to experience French art de vivre with an exclusive tea salon inspired by the Jardin d’Hiver, located in the Parisian boutique at 26 Place Vendôme. This space, situated outside entrance 3, will provide a delightful setting to savor a customized menu and welcome visitors during the exhibition’s working hours.
TUDOR | PAYING HOMAGE TO ITS PAST
Turning the spotlight to TUDOR, the brand unveils its latest models from Geneva's Watches & Wonders 2023, including the new Black Bay 41 mm steel case featuring the latest technical and aesthetic evolution, the Black Bay GMT 41 mm steel case with its new whimsical opaline dial and the TUDOR Royal with two more exciting dial variants joining the range: Chocolate brown and Salmon. Alongside these, clients will discover novelties from the past summer, including the new Pelagos FXD which pays tribute to decades of TUDOR watches on the wrists of US Navy divers. Complete with fixed strap bars, a titanium case, a high-performance Manufacture Calibre and a unidirectional elapsed-time rotating bezel, it comes as the ultimate modern “Milsub”.
AZZA FAHMY JEWELLERY | IT’S A NEW DAWN
Azza Fahmy Jewellery will be hosting a unique pop-up designed to introduce the brand's newly developed brand identity and store concept to the discerning Qatari clientele. The pop-up design, with its blue and gold hues, exudes the grandeur and elegance that are distinctive of the Azza Fahmy brand.
The pop-up will host Azza Fahmy's latest collection, "The Lotus Collection," which unfolds Ancient Egypt's mystical secrets. Inspired by the sacred tombs and temples, the collection centers around the Lotus flower—a symbol of creation and rejuvenation. The intertwining of Lotus and Papyrus in the jewellery mirrors a symphony of unity and echoes an understanding as old as time itself. The collection's realization owes much to the expertise and guidance of Egyptologist Jane Smythe, whose profound knowledge illuminated Lotus nuances. In gratitude, Azza Fahmy and Amina Ghali dedicated the collection to Smythe, recognizing her instrumental role in unlocking Egypt's treasures.
WOLF | 190 YEARS OF LEGACY
In celebration of its 190th anniversary, WOLF presents a mesmerizing experience with the debut of its Silver box, a tribute to founder Philipp Wolf I's original creations. Silver-plated with an engine-turned pattern, the box features a LusterLoc™ treated deep blue ultrasuede interior and customizable removable inserts for watches, jewellery, and other valuables. A standout this year is the bespoke Churchill safe, tailored by WOLF artisans to the buyer's preferences in leather, hardware color, and interior configurations. This unique safe will be showcased in Doha during DJWE before moving to Fifty One East for a 6-month display.
ANNAMARIA CAMMILLI | FROM FLORENCE WITH LOVE
Fifty One East proudly introduces the latest addition to its portfolio during DJWE—Annamaria Cammilli. With more than 40 years of expertise, the brand is a leader in jewellery making, embodying 100% Made in Italy production and exclusive designs. Rooted in goldsmith specialization and inspired by Florence's artistry, the brand's identity thrives on unconditional excellence. Notably, Cammilli's jewels feature a unique finish, "Aetherna," blending shiny and silky effects for lasting depth. The Maison offers eight sophisticated shades of 18-carat gold, contributing to the worldwide acclaim of its creations. Sculptural forms define collections like Couture, Dune, and Firenze, showcasing Cammilli's recognizable, three-dimensional aesthetic.
As the curtains rise on the Doha Jewellery & Watches Exhibition 2024, Fifty One East stands as a beacon of impeccable taste, offering a fusion of incomparable luxury, personalized hospitality, and exceptional service. The event is expected to host 30,000 visitors from over 175 countries, presenting an opportunity to mingle with other jewellery aficionados, top designers, and a who’s-who of internationally renowned acting stars.
