The gem-embedded collections of Rolex and Boucheron are being showcased this year at the Fifty One East pavilion in the Doha Jewellery and Watches Exhibition (DJWE).The design and architecture of these two globally renowned brands reflects the elegance and luxurious image that accompanies the names of Rolex and Boucheron.Prices of some Rolex watches displayed were as high as QR2.5mn.Speaking about the exhibitors at the Fifty One East stand, Darwish Holding chairman, Bader Abdullah al-Darwish said the exhibition was increasingly attracting the world’s leading manufacturers and bringing together jewellery and watch enthusiasts from around the world. “Fifty One East has been defining the benchmark of luxury since 1950 and we became the Rolex agent in 1951. We are very excited to take part in the region’s largest and most prestigious luxury exhibition,” he told Gulf Times yesterday.Al-Darwish mentioned that Rolex, which has never taken part in other exhibitions outside of Switzerland, was participating in the DJWE 2012 due to the popularity of Fifty One East.“Business has been good for our store, we are recording up to 30% annual growth and this has further attracted many other high quality products such as Boucheron, to our store,” he said.He mentioned that the French jewellery house Boucheron’s president and chief executive officer Pierre Bouissou and other notable dignitaries graced the opening of the DJWE 2012 and toured the Fifty One East stand with the Prime Minister and Foreign Minister HE Sheikh Hamad bin Jassim bin Jabor al-Thani, who inaugurated the exhibition.
Other timepieces and jewellery creations on show at the DJWE include Tudor, Armand Nicolet, Alena Gorchakova, Diamanti BRM, Erwin Sattler, Faberge, Fitzroy, Guy Laroche, H Moser & Cie, Pasquale Bruni, Victor Mayer, Vulcain, Parker and Waterman.Fifty One East is the longest-standing retail chain in Qatar and the most exclusive address for a style-savvy population seeking the best life-enhancing elements. Other brands being promoted by Fifty-One East are Sony, Bose, Bang & Olufsen , Yamaha, Sony Ericsson, HTC, Apple, Brioni, Lanvin, Smalto, Rochas, Marchesa, Viccini, Moreschi, Andrew Gn, Azzaro, Balmain, Diego Dolcini, Georges Hobeika, George Chakra, Reem Accra, Gianvito Rossi, J Mendel, Marchesa, Nancy Gonzales, Abed Mahfouz, Chanel, Givenchy, Lancome, Amouage, Elizabeth Arden, Dior and YSL as well as other major global brands.