Sparkling echoes in Doha, Qatar

Between construction sites and what looks like war-zones… the twelfth fair changed of location this year to be set thirty minutes away from the Jasmine and Aladdin-esque palaces where one modern building, called the QNCC (Qatar National Convention Center) decided to host the most important and famous brands of the industry.

We are being told that Graff Jeweler’s merchandise is equivalent to a small country’s GDP, that the Sheik of Qatar has given a budget of two millions of dollars to forty chosen princesses for them to spend at the fair (each one of them…) and that Audemars Piguet put its fully paved offshore presented in the Ali Baba room during SIHH in an upfront vitrine. To be verified…

DJWE 2015

In the meantime, the different brands are divided among the numerous local partners and retailers facilitating the clients to trigger sales.

Compared to most of the other fairs, the journalists don’t form a majority… locally or internationally. Direct sales to direct clients who want nothing but exclusivity in service and timepieces, demanding what’s conspicuous to show their status in the society. Not being able to show and shine with clothing brands they dress up with … hence the traditional apparel, their watch is their exterior sign of wealth…

Covered from head to toes, most women are walking around in groups following men or their man looking for diamond pieces and timepieces as much as their spouses. Timepieces made of steel or platinum with diamond sets (because the Coran doesn’t allow to wear gold as it is material used for women) are their favorites .

DJWE 2015

By the end of the afternoon, eight models from Van Cleef and Arpels adorned with the house’s jewelry and timepieces from other brands spotted on their wrists parade in red décolleté velvet gowns and high heels to contrast with what could be models if not hidden under their fully closed black cotton gowns letting just the eyes to breathe or admire exquisite stones on extraordinary timepieces.