Irina Shayk, Thierry Henry star in campaign for DJWE

Irina Shayk & Thierry Henry

The epitome of luxury and design, the Doha Jewellery and Watches Exhibition (DJWE), is poised to mark its 20th edition from February 5 to 11.

As the region’s largest business to business and business to customer show of its kind, DJWE returns to 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 unveiled 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 on YouTube with title “DJWE 20th Edition | Unveil the Unseen.”

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.”

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.”

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.

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, Dana Alfardan, who can also be spotted in the film, alongside Qatari influencer Abdulaziz Al Ajail.