Fifty One East, Qatar’s favourite department store, revealed a glistening display of their new collection of striking precious jewels and timepieces at the 14th edition of Doha Jewellery and Watches Exhibition (DJWE) – a much anticipated date in Qatar’s event calendar.
Since 1949, Fifty One East has brought to its clientele an unparalleled retail experience, offering immeasurable product know-how, trust, impeccable customer service and a wide variety of coveted luxury goods, while celebrating with them all of the precious times in their lives.
This year, Fifty One East welcomed visitors of DJWE 2017 to a unique journey of elegance with international renowned brands such as Rolex, CHANEL, Boucheron in their own wings along with Andre Marcha, Azza Fahmy, Bremont, Christian Bernard, Deaken & Francis, Falamank by Tarfa Itani, H. Moser & Cie., Hueb, LeBebé, Lelune, Pandora, Pasquale Bruni, Speake-Marin, Takara, Tudor, Yvan Tufenkjian and Zeades and more.
Mr. Bader Abdullah Al-Darwish, Chairman and Managing Director of Darwish Holding, said:
“We are honored to be part of the fourteenth edition of the Doha Jewellery and Watches Exhibition, an event that has become the highlight of the calendar for the watches and jewellery sector in Qatar and the region, and a premium occasion to discover the ultimate in world-class craftsmanship and luxury.
Fifty One East places high value on this exhibition for its positive impact on the region, which reflects Qatar’s status as a world-class destination and key player in the global watches and jewellery domain. Our commitment to the show and to our valued customers who have trusted us for more than 65 years, ensures that we will again bring the best that the world has to offer, giving visitors an abundance of diversity and unparalleled quality.”
“This year, along with our enviable line-up of luxury brands, we are proud to sponsor an exciting new initiative for three consecutive years where the exhibition will witness collections from young Qatari designers in a dedicated exhibition space. We believe that these emerging talents will bring a local artistic language to jewellery and accessory design.” He concluded.
In this edition, the esteemed Swiss watchmaker, Rolex, which Fifty One East represents since 1951, will charm visitors with many applauded designs from BASELWORLD 2016 including the ultimate Rolex Oyster Perpetual Cosmograph Daytona with its new Monobloc Cerachrom bezel in high-tech ceramic. Rolex also presented this year the Oyster Perpetual Air-King with a 40mm case in 904L steel. This model, features a distinctive black dial with the name Air-King written in the same lettering of the 1950s model along with a combination of large 3, 6 and 9 numerals marking the hours and a prominent minutes scale for navigational time readings.
Boucheron presented their high jewellery 26 Vendôme collection, a name inspired by the address of Maison Boucheron, which features three chapters, Nature Triomphante, Architecture Inspirée and Porté Couture and brings Place Vendôme’s luminous light into each of its pieces to create a majestic, luxurious look, swathed in precious stones. The French Maison also presented the new Quatre collection highlighting the Grosgrain and Clou de Paris motifs in their deconstructed form and the new Serpent Bohème collection with faceted color stones that bring a new aesthetic and bold modernity to the historic line. These new additions will give the customers infinite mix and match possibilities.
This year, CHANEL presented High Jewellery pieces from their latest collections such as Signature de CHANEL and Les Éternelles de CHANEL. Signature de CHANEL is the first High Jewellery collection entirely dedicated to the quilted pattern, which was so dear to Gabrielle CHANEL. She used to say “elegance is Line”, when giving greater fluidity and freedom to her silhouettes, which was the inspiration of this collection. Multiplying, it spins its web over the entire surface of the jewellery piece transforming it into a tactile material, making each piece follow the body’s every movement. One of the unique pieces which was presented is the Les Éternelles de CHANEL “Signature Grenat” secret watch which won the “Jewelry’ category at the Grand Prix d’Horlogerie de Genève ceremony in 2016.
Guests were swooned by the TUDOR Heritage Black Bay family that is growing with the arrival of the Black Bay Bronze model, Black Bay 36 and the Black Bay Dark model with the latter having a steel divers’ watch entirely in black steel fitted with a mechanical movement, developed, manufactured and assembled in-house. TUDOR also presented the new Pelagos model launched outside of BASERLWORLD targeted to the “left-handed”, with its winding stem on the left of the middle case so that it can be worn on the right wrist.
This year along with the sophisticated style of internationally renowned design houses, there was also a vast range of choices to suit more eclectic tastes with collections from emerging brands who have the same focus on quality and craftsmanship. Attendees could see captivating pieces from designers such as Pandora, Deaken & Francis, Lelune, leBebé, Takara and Speake-Marin.
Fifty One East also shined a spotlight on remarkable local talents by proudly giving young Qatari designers the support to showcase their designs to the visitors in their own dedicated space. The young talents are Noor Al Fardan (of Noudar); Nada Al Sulaiti (of Hairaat); Sarah Al Hammadi (of Sarah’s & Co); Nouf Al Meer (of Nouf Jewellery); Fajr Al Attiya (of Trifoglio); and Ghada AlBuainain (of Ghada AlBuainain) – enabling up and coming jewellery designers to introduce their work to a local and international audience.
The marriage of old and new is a consistent theme for Fifty One East this year: to commemorate the store’s long heritage in Qatar, its exhibition pavilion will be complemented by a photo exhibition gallery that showcased significant moments in the retailer’s history – VIP guests could view exclusive snapshots of the company’s history that reveal major milestones such as the first Rolex landing in Qatar in 1951.
Held between 20-25 February, DJWE 2017 was organized by Qatar Tourism Authority and was hosted at Doha Exhibition and Convention Center, located in the heart of West Bay. The exhibition brought the most impressive array of jewellery and accessory brands from across the globe to Qatar – enabling visitors to learn more about fine jewellery, unique watches, gemstones and diamonds and shop for attractive pieces that enhanced their own collections.