Fifty One East showcases leading luxury brands at DJWE 2026

Fifty One East, Qatar's premier department store, is featuring a diverse array of top-tier luxury brands at the current 22nd edition of the Doha Jewellery & Watches Exhibition (DJWE) held at the Doha Exhibition and Convention Centre (DECC). A regular participant since the exhibition's launch, Fifty One East continues to present an impressive showcase of fine watchmaking, jewelry, artistry, and hospitality, all under the theme "Luxury meets Nature".

Some of the prominent brands exhibited at the Fifty One East pavilion include Rolex, Chanel, Boucheron, Tudor, and Azza Fahmy Jewellery, among others.

Bader al-Darwish, chairman and managing director of Fifty One East, emphasized that the company's involvement in the DJWE is about more than just displaying exceptional creations. It serves as a platform to honor the trust of clients, the enduring relationships with global luxury houses, and the innovation driving the future of luxury. This year, the newly designed pavilion aims to exemplify these values through an immersive and intimate experience, where nature, artistry, and innovation merge.

The newly designed pavilion offers visitors a peaceful ambiance where luxury intertwines with the enduring beauty of nature. Inspired by a desert bloom concept crafted by Swiss firm Dobas Interior Design and Architecture, the area is adorned with soft rose and vivid green tones against muted shades of grey. Textured glass and semi-transparent chain curtains foster a spacious, fluid setting for international houses, regional creators, and emerging talents.

Al-Darwish expressed gratitude to Qatar Tourism, Visit Qatar, and the exhibition organizers for their ongoing commitment to this prestigious event and their dedication to enhancing the exhibition annually. He added that DJWE plays a crucial role in showcasing Qatar on the global stage, reinforcing its reputation as a hub for culture and luxury, and attracting visitors from across the region and internationally.

The company is proud to have been part of DJWE since its inception and eagerly looks forward to welcoming collectors, connoisseurs, and new visitors to the Fifty One East pavilion.