Global icons shine in DJWE’s spectacular ad campaign commemorating two decades of creativity, craftmanship, and excellence
Dubbed as the epitome of luxury and design, the Doha Jewellery and Watches Exhibition (DJWE), is poised to mark its 20ᵗʰ edition from 5 to 11 February.
As the region’s largest business-to-business and business-to-customer show of its kind, DJWE returns to the world-class Doha Exhibition and Convention Centre (DECC). Visitors are set to be dazzled by a remarkably curated programme with over 500 iconic brands, daily industry talks, a line-up of global celebrities and influencers, as well as unique retail experiences.
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.
Ahead of the event, Visit Qatar has unveiled its new ‘Jewellery Connoisseurs’ campaign for the event, 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, who provided an extensive selection of pieces to be displayed on plinths.
Shot at the iconic Katara Towers in Lusail, the captivating campaign film was directed by Luca Caon and is complemented by a stunning photoshoot lensed by fashion photographer Rowan Papier.
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Hessa Al-Thani, the Head of Marketing Planning at Qatar Tourism, expressed that the upcoming edition of DJWE will captivate global audiences with a campaign featuring renowned personalities.
“DJWE has become an extraordinary showcase of the world’s most exclusive jewellery and timepieces and is for those who appreciate high-end artistry. It is the glamour in Qatar’s annual events calendar as the nation continues its uphill trajectory as the fastest growing tourism destination in the region.”
Thierry Henry expressed his enthusiasm for his film debut at DJWE, highlighting his lifelong appreciation for top-notch design and luxury. He 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. I am also looking forward to taking in broader cultural highlights of Qatar.”
Thierry and Irina may come from different worlds of stardom but their passion for fine jewellery and watches is displayed in DJWE’s 20th edition campaign. As they arrive at a uniquely curated exhibition showcasing the most exclusive and special pieces, the stars uncover the mysterious final piece in front of jewellery connoisseurs.
Irina Shayk expressed her joy in extending her collaboration with Visit Qatar through the Doha Jewellery and Watches Exhibition in 2024. “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.”
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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.
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