The 21st edition of the Doha Jewellery & Watches Exhibition (DJWE) returned to Qatar’s capital from January 30 to February 5, 2025, marking one of the most prestigious weeks on the city’s luxury events calendar. Hosted at the Doha Exhibition and Convention Centre (DECC) under the patronage of Prime Minister and Minister of Foreign Affairs HE Sheikh Mohammed bin Abdulrahman bin Jassim Al Thani, the week-long event brought together collectors, designers, global brands and visitors from across the world to celebrate the very best in high jewellery and horology.
Record Participation and Global Reach
Spanning a vast 33,000 square metres, the largest footprint to date, DJWE 2025 featured over 500 international and local brands and welcomed approximately 30,000 visitors from more than 175 countries, solidifying its reputation as a cornerstone event for the global luxury industry.
This year’s exhibition underscored Doha’s growing prominence as a hub for both tourism and luxury retail, drawing affluent buyers, industry professionals, and trend-setting enthusiasts alike. Qatar’s tourism strategy, increasingly built around year-round major events, has played a strong role in positioning the country as a premier destination for global visitors seeking cultural, sports, and high-end retail experiences.
Opening Ceremony and Distinguished Attendance
The opening ceremony set an elegant tone for the week, with Qatar’s leadership and senior diplomatic figures in attendance. The presence of government officials, ambassadors and business luminaries underlined the strategic importance of DJWE not only as a cultural showcase but also as a platform for international economic engagement.
The Prime Minister and Minister of Foreign Affairs H E Sheikh Mohammed bin Abdulrahman bin Jassim Al Thani inaugurated the Doha Jewellery & Watches Exhibition 2025 (DJWE) at the Doha Exhibition and Convention Center (DECC).
The 21st edition, organised by Qatar Tourism and presented by Visit Qatar, opened with a ceremony that included the presence of the Chairman of Qatar Tourism and Chair of the Board of Directors of Visit Qatar H E Saad bin Ali Al Kharji along with the CEO of Visit Qatar Eng. Abdulaziz Ali Al Mawlawi. The event also attracted several ministers, ambassadors, and other distinguished guests.
Adding to the glamour, several international celebrities and influencers were spotted at the exhibition, elevating its visibility across media and social channels and creating a vibrant atmosphere that blended luxury with experiential entertainment.
Luxury Displays and Brand Highlights
A signature feature of DJWE is its mix of haute joaillerie, innovative watchmaking and cultural design. Leading global houses and pioneering local brands unveiled rare pieces that captivated audiences throughout the week.
The week-long exhibition, being held until February 5, will showcase an array of collections and cutting-edge designs from more than 500 brands, including Al Majed Jewellery, Al Fardan Jewellery, Ali Bin Ali Luxury, Amiri Gems, Fifty-One East, Al Muftah Jewellery, Blue Salon, Bvlgari, Arts and Gems, among others.
Key brand highlights included:
- Rolex — showcasing standout pieces including select models from its Oyster Perpetual line.
- CHANEL — presenting both historic fine jewellery collections and its latest high-end watch models.
- Boucheron — celebrated for its blend of heritage and modern design.
- TUDOR — introducing notable updates like the Pelagos FXD “Cycling Edition”.
- Azza Fahmy Jewellery — unveiling the Tales of the Nile high jewellery collection inspired by nature and Ottoman elegance.
The diversity of brands on display, from storied Swiss watchmakers to couture jewellery creators, ensured that both collectors and first-time visitors had access to an unparalleled range of design excellence.
Spotlight on Local and Emerging Talent
While international masons garnished much of the global spotlight, the 2025 edition marked significant momentum for Qatari designers. Homegrown brands such as One & Only Jewellery, Alya Jewellery, and M Royal made impactful debuts, blending regional aesthetics with contemporary craftsmanship and elevating local creative voices in the global jewellery dialogue.
This focus on emerging talent aligns with broader efforts to cultivate a more inclusive luxury ecosystem, enabling artisans from across the Middle East and beyond to showcase their work on an international stage.
Experience Beyond Exhibits
DJWE extends beyond static displays, offering an immersive environment enriched with networking, education and cultural exchange. Panels and discussions featuring industry experts provided insights into market trends, craftsmanship techniques and the future of luxury retail.
The exhibition’s layout included themed pavilions, notably Qatari, Turkish, and Indian sections, each celebrating distinctive artisanal traditions and fostering cultural appreciation.
A standout element of the visitor experience was the Jardin D’Hiver Café, an ivy-clad, French-inspired lounge space that blended lifestyle ambience with the vibrancy of the exhibition.
Business Impact and Industry Growth
Beyond aesthetics and prestige, DJWE serves as a significant driver for regional business activity. Early reports indicate strong sales performance throughout the week — with luxury purchases contributing to robust revenue figures that reflect both local and international demand. Data suggests that sales at the 2025 exhibition exceeded QAR 246 million, representing a near 10% increase over the previous year’s event.
This commercial success underscores not only the purchasing power of the region’s clientele but also Qatar’s growing influence as a key market for high-value luxury goods.
Looking Forward
As the curtains closed on the 21st edition, enthusiasm was already building for the future. Organisers have reaffirmed their commitment to innovation and expansion, while stakeholders across the luxury and tourism sectors see DJWE as an anchor event in Qatar’s cultural and economic calendar for years to come.
Having once again brought together the world’s foremost watchmakers, jewellery designers, and connoisseurs, the Doha Jewellery & Watches Exhibition 2025 reinforced its status as a premier destination where artistry, heritage, and luxury converge in the heart of the Gulf.
Sources: GCO & Visit Qatar
