Doha, Qatar – May 14, 2026: Lagoona Mall Watches & Jewellery Week returns 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 1 of Lagoona Mall, opposite Fifty One East, this year’s edition brings 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.
Commenting on the occasion, Mr
Bader Al-Darwish, Chairman and Managing Director of Darwish Holding, said: ‘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. 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 include 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-Honor Paris will also be featured in dedicated corners.
Visitors will begin their journey through a striking botanical passage concept extending from the main entrance of Fifty One East into the Watches & Jewellery exhibition area, accompanied by display towers showcasing six novelties from participating brands. At the heart of the installation, a live DJ booth will set the tone throughout the exhibition period.
Among the event’s highlights, Rolex will present its latest models unveiled during Watches & Wonders – Geneva 2026 as display pieces for clients to discover firsthand. Materials science, dial-making artistry and horological performance: the watches presented this year enshrine technical excellence, immortalize dreams come true and shape the watchmaking emotions of tomorrow.
CHANEL will spotlight its iconic J12, COLLECTION N°5, COCO CRUSH, and PREMIÈRE collections, inviting selected clients to discover the latest novelties in an intimate boutique experience. The activation will feature a live sketch illustrator on May 13, 14, and 16, with highlights including the J12 Superleggera Caliber 12.1 42 mm watch, the J12 Golden Black Watch Caliber 12.1, 42 mm, the PREMIÈRE Sautoir-Belt watch, the Eternal N°5 Diamond Line necklace, and the COCO CRUSH supple short necklace.
Boucheron will welcome clients into its new flagship boutique while presenting a curated selection from its latest Serpent Bohme, Quatre, and Plume de Paon novelties. The Maison will also host a series of exclusive activations, including a curated matcha cart experience in collaboration with the Qatari brand, KOOB Specialty Coffee & Roastery, 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 will occupy 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 will showcase 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 will also enjoy 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.
Azza Fahmy Jewellery will unveil an exclusive pop-up within the store’s VIP Lounge, offering visitors an elevated and intimate environment to discover the brand’s latest high jewellery collections, El Nur and Shen. The activation will also feature immersive Arabic calligraphy experiences on May 14 and 16, where guests will explore the history and artistry of Arabic calligraphy through curated workshops and storytelling.
David Yurman will showcase a selection of exclusive pieces during the event, including highlights from the Mercer and Starburst collections.
J by JOELLE’s designer, Joelle Moughalian, will return in person with her signature ear-piercing and ear-styling experience, welcoming clients through a dedicated pop-up at the entrance of Fifty One East.
Adding to the atmosphere, Pierre Herm Paris returns this year with an expanded caf-inspired experience reminiscent of Parisian bistros, featuring a coffee and sweets cart with a dedicated seating area, alongside the return of its ice cream cart offering a selection of the brand’s most popular flavours.
The experience will also include a visually engaging photobooth installation, roaming models showcasing jewellery pieces, and exclusive promotional offers throughout the event, including 3x THATI points, Fifty One East’s loyalty program, on all purchases within the exhibition, 50% off on next purchases on selected brands, and a QAR 2,000 gift voucher with purchases on selected Rolex watches.
Lagoona Mall Watches & Jewellery Week 2026 will take place from May 13 to 17 on Level 1 of Lagoona Mall.