Fifty One East, Qatar’s leading department store, debuted its new concept, Watches & Jewellery, in Doha Festival City. The new store brings Fifty One East’s impeccable signature experience beyond its home at Lagoona Mall and is part of its expansion strategy to enhance its presence in key areas across Qatar, providing luxury services and easy access to its clientele.
The opening ceremony held on June 20 was attended by Bader al-Darwish, chairman and managing director of Fifty One East, clients and other guests. Following the ribbon-cutting, all guests had the opportunity to tour the store, exploring a variety of dedicated sections and new collections from highly desirable brands. The new store is located at Doha Festival City's Level 1 in the Purple Zone.
“We are delighted to open an exclusive watches and jewellery high-end store to meet the requirements of the community. Fifty One East is the sought-after destination for connoisseurs seeking the world's most prestigious brands. Our expansion aligns well with our mission to meet the aspirations of our clientele in the luxury segment. We are confident that the new concept will add great value to our business portfolio with experiences that exceed the expectations of customers,” al-Darwish said.

The Fifty One East Watches & Jewellery store is distinguished by its fascinating design, done by the Swiss interior design and architecture firm, Dobas. A luxurious and sophisticated ambiance reigns throughout, courtesy of soothing colours and rich textures that transform the walls into art. In its inviting environment, clients can explore the new collections of world-renowned labels including Tudor and David Yurman, who each have their designated wing designed specially to match each brand’s identity.
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