Fifty One East, Qatar’s favourite 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 discerning clientele.

The opening ceremony held on June 20, 2022, was attended by Mr. Bader Al-Darwish, Chairman and Managing Director of Fifty One East, discerning clientele and media representatives. 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.

Mr. Bader Al-Darwish, Chairman and Managing Director of Fifty One East said: “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.”

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 colors 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.

The new store is located at Doha Festival City on Level 1 in the Purple Zone.