Lagoona Mall Watches & Jewellery Week returned for its highly anticipated fifth edition from May 13 to 17, reaffirming its position as one of Qatar’s leading luxury retail events and a staple on the country’s luxury calendar, attracting discerning local watch and jewellery enthusiasts and tourists from all over the world.
Taking place on Level One of Lagoona Mall, opposite Fifty One East, this year’s edition brought together an exceptional showcase of craftsmanship, creativity, and innovation, unveiling the latest collections and novelties from some of the world’s most renowned watchmakers, jewellers and lifestyle brands.
The event continues to evolve into a refined platform where luxury maisons and contemporary names connect with clients through immersive experiences, curated activations, and exclusive discoveries.
“Lagoona Mall Watches & Jewellery Week represents an annual milestone we take great pride in, not only for the continued success it has achieved over the years, but also for the mutual trust that unites us with some of the world’s most prestigious maisons and brands,” said Bader Al-Darwish, Chairman and Managing Director of Darwish Holding.
“As the event reaches its fifth edition, we remain committed to delivering refined experiences that reflect the evolving expectations of our clients while offering them the opportunity to discover the latest creations and novelties within an atmosphere that embodies the spirit of contemporary luxury. Such initiatives also play an important role in enriching Qatar’s luxury retail landscape, while contributing to the country’s growing tourism and lifestyle appeal.”
The participating legacy brands included Rolex, CHANEL, Boucheron, TUDOR and Azza Fahmy Jewellery alongside a distinguished line-up of regional and international names including Cammilli Firenze, David Yurman, Falamank by Tarfa Itani, Genesia, Ginette NY, J by JOELLE, Keris, Korloff, L’Âme – Fifty One East’s signature brand, Montegrappa, The Little Frog, U-BOAT, WOLF, and Yvan Tufenkjian.
Accessory brands Karl Lagerfeld, Maserati, Morellato, and Saint-Honoré Paris also featured in dedicated corners.
Visitors began their journey through a striking botanical passage concept extending from the main entrance of Fifty One East into the Watches and Jewellery exhibition area, accompanied by display towers showcasing six novelties from participating brands. At the heart of the installation, a live DJ booth set the tone throughout the exhibition period.
Among the event’s highlights, Rolex presented its latest models unveiled during Watches & Wonders – Geneva 2026 as display pieces for clients to discover firsthand.
CHANEL spotlighted its iconic J12, COLLECTION No. 5, COCO CRUSH, and PREMIÈRE collections, inviting selected clients to discover the latest novelties in an intimate boutique experience. The activation featured a live sketch illustrator on May 13, 14 and 16, with highlights including the J12 Superleggera Calibre 12.1 42 mm watch, the J12 Golden Black Watch Calibre 12.1, 42 mm, the PREMIÈRE Sautoir-Belt watch, the Eternal No. 5 Diamond Line necklace and the COCO CRUSH supple short necklace.
Boucheron welcomed clients into its new flagship boutique while presenting a curated selection from its latest Serpent Bohème, Quatre and Plume de Paon novelties. The Maison also hosted a series of exclusive activations, including a curated matcha cart experience in collaboration with the Qatari brand, KOOB Specialty Coffee & Roastery and private styling sessions in collaboration with Qatari design house, KHAT, on May 13 and 16, and ‘The Art of Gilding’ workshops on May 14 and 17.
This year, TUDOR occupied the largest experiential space outside Fifty One East with a dynamic activation inspired by the brand’s official partnership with The Flying Bulls. During the event, the Swiss watchmaker showcased its latest models unveiled at Watches & Wonders – Geneva 2026, including the TUDOR Royal, Black Bay Ceramic, TUDOR Monarch, Black Bay 54 ‘Blue’, Black Bay 58 and Black Bay 58 GMT. Guests also enjoyed a series of TUDOR-branded activations, including an immersive aviation simulator experience inspired by the one presented during the Geneva exhibition, a claw machine, a popcorn cart and a signature mocktail bar, alongside immersive installations inspired by the world of aviation and motorsport culture.