Visit Qatar unveils 'Jewellery Connoisseurs' campaign for DJWE

Visit Qatar has unveiled its new “Jewellery Connoisseurs” campaign for the 20th edition of the Doha Jewellery and Watches Exhibition (DJWE), being held from February 5-11 at the Doha Exhibition and Convention Centre (DECC).
Featuring supermodel and TV personality Irina Shayk, along with the iconic French football legend turned sports broadcaster Thierry Henry, the campaign showcases an exclusive collection of extraordinary jewellery and timepieces with the support from biggest exhibitors of the event.
The long-standing patrons and partners from Qatar provided exclusive access to film their most iconic pieces and brands, including 51 East, Ali bin Ali, Alfardan Jewellery, Al Majed, and Bulgari, a statement said Monday.
Directed by Luca Caon, the campaign film is complemented with pictures shot by fashion photographer Rowan Papier.
“The launch of this campaign featuring global superstars is set to excite and intrigue audiences from around the world to want to discover its hidden treasures,” said Qatar Tourism (QT) head of Marketing Planning Hessa al-Thani. “The DJWE has become an extraordinary showcase of the world’s most exclusive jewellery and timepieces and is for those who appreciate high-end artistry.”
On his film debut for the DJWE, Henry said: “Throughout my career, I have always appreciated the best in design and luxury. I am a keen follower of the watches industry and admire the dedication, expertise, and years of training required for the creation of a timepiece.”
“I am really excited to experience the entire exhibition and all that it has to offer and will be on the lookout for special pieces, designers, and craftsmen,” he said. “I am also looking forward to taking in broader cultural highlights of Qatar.”
“I am happy to continue my partnership with Visit Qatar via the Doha Jewellery and Watches Exhibition in 2024,” Shayk said. “Their commitment to spotlighting the best in luxury creates a real sense of discovery, and I know their pieces will become family heirlooms to be passed down generation after generation.”
The film was shot at the Katara Towers and Raffles Doha Hotel, affiliated to DJWE hospitality partner Katara.
“The goal of this film is to portray the special experience of luxury that one can have here in Qatar,” Caon said. “What is very interesting about this film is that it is of a hybrid genre, between a commercial and fashion film.”
This year’s DJWE also elevates the artistic industry with music exclusively for the campaign film and exhibition created by famed composer and songwriter, Dana Alfardan, who can also be spotted in the film, alongside Qatari influencer Abdulaziz al-Ajail.
Featuring the world’s most coveted luxury watches, necklaces, rings, earrings, diamonds, gold, and silverware, the exhibition will host visitors from over 175 countries, offering unparalleled access to international brands including Chanel, Cartier, Tiffany & Co, Bulgari, Rolex, Patek Philippe, and IWC, among others, the statement added.