Fifty One East opens in Qatar’s Doha Festival City

Fifty One East, Qatar-based high-end watches and jewellery retailer, has opened a store in Doha Festival City on the mall’s first level.

The store opening aligns with the mall’s expansion plan which began last year, welcoming several brands to cater to a wider consumer base.

“We are very pleased to welcome Fifty One East Watches and Jewellery as the latest addition to our retail family, expanding on Doha Festival City’s extensive breadth of high-end offering,” said Robert Hall, general manager of the mall.

“After an outstanding expansion last year, which saw the addition of more than 56 new stores, Doha Festival City further strengthens its leading position as a unique, global shopping and lifestyle destination offering visitors an impressive host of stores of more than 550 brands that cater to all budgets, tastes and age groups.”

The store was designed by Swiss interior design and architecture firm Dobas.

Its opening comes as part of Fifty One East’s plans to expand its retail footprint across the country amid anticipated growth of the Middle East’s luxury market.

“We are delighted to open an exclusive watches and jewellery high-end store at Doha Festival City to meet the requirements of the community,” said Bader Al Darwis, chairman and managing director of Fifty One East.

“Fifty One East is the sought-after destination for connoisseurs seeking the world’s most prestigious brands.”

The region’s watches and jewellery market, valued at $3.9 billion last year, rose 16 per cent from 2019 after its 19 per cent decline in 2020, according to the GCC Personal Luxury in 2021: A Story of Early Recovery and Growth written by luxury franchise operator Chalhoub Group.

The report attributed improvement in the market’s performance to regional consumers welcoming experimentation and widening their demand, and collaborations between global brands and regional figures enticing more shoppers.

“Our expansion aligns well with our mission to meet the aspirations of our clientele in the luxury segment,” Mr Al Darwis added.

“We are confident that the new concept will add great value to our business portfolio with experiences that exceed the expectations of customers.”

Fifty One East is the sole authorised retailer of Rolex products in Qatar.

The retailer also carries watches and jewellery by Amore & Baci, Armand Nicolet, Boucheron, Cacharel, Crislu, David Yurman, Diamanti, Faberge, Feraud, Guy Laroche, H. Moser & Cie, Joelli, Nina Ricci, Parker, Pasquale Bruni, Trisi Jewellery, TUDOR, Victor Mayer and Waterman, Zeno-Watch Basel.