Doha, Qatar, February 09, 2026 – Fifty One East, Qatar’s favorite department store, proudly continues its long-standing association with one of the region’s most prestigious sporting events as the ‘Official Retailer’ of the Qatar Masters, marking its support of the championship across 29 consecutive tournaments.
The Qatar Masters 2026 will take place from February 5 to February 8 at the Doha Golf Club, welcoming the world’s elite golfers as part of the DP World Tour, where the tournament once again concludes the celebrated Middle East ‘Desert Swing.’ Renowned for its challenging desert-style course and international field, the championship remains a cornerstone of Qatar’s impressive sporting calendar.
On the significance of the championship, Mr. Bader Al-Darwish, Chairman and Managing Director of Fifty One East, commented: ‘As we continue our journey alongside the Qatar Masters, Fifty One East is proud to have been part of this distinguished championship for almost three decades. This long-standing association, in partnership with Rolex, Fnac Qatar, and Pierre Herm Paris, reflects our consistent pursuit of excellence and our belief in supporting platforms that position Qatar at the forefront of the global sporting landscape. Beyond the competition, the tournament has become a destination in its own right, welcoming regional and international tourists and contributing to the vibrant experience that surrounds Qatar’s sporting calendar. It stands as a celebration of ambition, passion, and a shared vision for a lasting international legacy.’
He added, ‘We commend the Qatar Golf Association for their instrumental role in the continued evolution of this championship. The standards, continuity, and long-term thinking that define the Qatar Masters are what sustain its relevance and momentum, and we are proud to align with partners who consistently raise the benchmark.
Fifty One East’s uninterrupted involvement in the Qatar Masters since its inception in 1998 reflects the brand’s long-term commitment to supporting initiatives that embody excellence, consistency, and international sporting standards. Over 29 years, this partnership has evolved into an integral part of the tournament’s identity, contributing to both its stature and spectator experience.
This year, the championship continues to be supported by Fifty One East’s distinguished network of affiliates, including Rolex, the tournament’s ‘Official Timekeeper’, Fnac Qatar, the ‘Official Technology Partner’, and Pierre Herm Paris, the ‘Official Luxury Dessert Partner’ that enhanced the guest experience through curated coffee carts, signature chocolate and macaron distributions at the Rolex Chalet and Majles, and dedicated ice cream and coffee stations at the Public Village, bringing refined French craftsmanship to the heart of the championship. Players will once again compete for the iconic Mother of Pearl Trophy, proudly presented by Fifty One East—a symbol that reflects heritage, prestige, and sporting excellence, and one that has become closely associated with the championship over the years.
As a flagship event on the DP World Tour, the Qatar Masters strives to showcase world-class golf while reflecting Qatar’s sustained investment in hosting globally recognized sporting platforms that blend competition, culture, and community.
With more than 75 years of retail leadership, Fifty One East remains the flagship retail brand of Darwish Holding, offering a curated portfolio of international and regional brands across fashion, watches and jewellery, beauty, home, and lifestyle. Its continued presence at the Qatar Masters underscores a shared commitment to excellence, longevity, and meaningful partnerships.