Irina Shayk and Thierry Henry star in celebratory campaign for DJWE’s 20th edition
By Maribel Saad The epitome of luxury and design, the Doha
Jewellery and Watches Exhibition (DJWE), is poised to mark its 20ᵗʰ
edition from February 5 – 11. As the region’s largest business to business and
business to customer show of its kind, DJWE returns to the world-class Doha
Exhibition and Convention Centre (DECC). Visitors will be dazzled by a
remarkably curated programme with over 500 iconic brand, daily industry talks,
a line- up of global celebrities and influencers, as well as unique retail
experiences.
Visit Qatar unveils its new ‘Jewellery Connoisseurs’
campaign for the event, featuring supermodel and TV personality Irina Shayk,
along with the iconic French football legend turned sports broadcaster, Thierry
Henry. The campaign showcases an exclusive collection of extraordinary
jewellery and timepieces with the support from biggest exhibitors of the event,
the long-standing patrons and partners from Qatar provided exclusive access to
film their most iconic pieces and brands, including 51 East, Ali bin Ali, Alfardan Jewellery, Al Majed, and Bulgari, who
provided an extensive selection of pieces to be displayed on plinths.
Directed by Luca Caon, the captivating campaign film is
complemented by a stunning photoshoot lensed by fashion photographer Rowan
Papier.
To immerse yourself in the enchanting narrative,
explore the film at:
Hessa Al-Thani, Head of
Marketing Planning at Qatar Tourism, commented: “This year’s event will
mark an incredible 20 years since DJWE’s inception. The launch of this campaign
featuring global superstars is set to excite and intrigue audiences from around
the world to want to discover its hidden treasures. DJWE has become an
extraordinary showcase of the world’s most exclusive jewellery and timepieces
and is for those who appreciate high-end artistry. It is the glamour in Qatar’s
annual events calendar as the nation continues its uphill trajectory as the
fastest growing tourism destination in the region.”
Thierry Henry commented
on his film debut for DJWE: “Throughout my career, I have always appreciated
the best in design and luxury. I am a keen follower of the watches industry and
admire the dedication, expertise, and years of training required for the
creation of a timepiece. I am really excited to experience the entire
exhibition and all that it has to offer and will be on the lookout for special
pieces, designers, and craftsmen. I am also looking forward to taking in
broader cultural highlights of Qatar.”
Thierry and Irina may come from different worlds of stardom but their
passion for fine jewellery and watches is displayed in DJWE’s 20th
edition campaign. As they arrive at a uniquely curated exhibition showcasing
the most exclusive and special pieces, the stars uncover the mysterious final
piece in front of jewellery connoisseurs.
Irina Shayk commented: “I am happy to continue my partnership with Visit
Qatar via the Doha Jewellery and Watches Exhibition in 2024. Their commitment
to spotlighting the best in luxury creates a real sense of discovery, and I know
their pieces will become family heirlooms to be passed down generation after
generation.”
The film was shot at the
magnificent Katara Towers and Raffles Doha Hotel, affiliated to Katara
hospitality (DJWE) hospitality partner. These iconic locations showcase
priceless pieces, with the film’s opening scenes capturing the captivating
architectural design of the Katara Towers, which represents the crossed
scimitars on Qatar’s seal.
Tasked to bring the story to life, acclaimed
director Luca Caon and photographer Rowan Papier elevated
the campaign to global stature, creating a masterpiece of beauty and intrigue. “The goal of this film is to portray the special
experience of luxury that one can have here in Qatar. What is very interesting
about this film is that it is of a hybrid genre, between a commercial and
fashion film.” commented
Caon.
This year’s DJWE also elevates the artistic industry with music exclusively
for the campaign film and exhibition created by famed composer and songwriter, Ms.
Dana Alfardan, who can also be spotted in the film, alongside Qatari
influencer Abdulaziz Al-Ajail.
Featuring the world’s most coveted luxury watches, necklaces, rings,
earrings, diamonds, gold, and silverware, the exhibition will host visitors
from over 175 countries, offering unparalleled access to international brands
including Chanel, Cartier, Tiffany & Co., Bulgari, Rolex, Patek Philippe,
and IWC, among others.
