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Qatar Duty Free Opens an Immersive Pop-Upwith Piaget

Qatar Duty Free Opens anImmersive Pop-Upwith Piaget

The Swiss luxury jeweller and watchmaker showcases its latest collection: Piaget Possession in an innovative pop-up at Qatar Duty Free

Qatar Duty Free (QDF) has unveiled a 74 sqm pop-up highlighting the brand’s latest collection: Piaget Possession, featuring gold luxury jewellery showcasing the Maison’s creativity.

The Piaget Possession pop-up is staged at Viale Del Lusso – a premium avenue in QDF at the heart of Hamad International Airport (DOH), housing a line-up of world-renowned luxury brands.


Senior Vice President Qatar Duty-Free, Mr. Thabet Musleh, said: “Our partnership with Piaget represents our shared commitment to providing our passengers with a unique and engaging shopping experience. As we continue expanding our retail offer, our first and foremost priority is our customers and the quality of their experiences.

Putting passenger experience at the core of our offering, we at QDF choose to collaborate with world-renowned brands, bringing creative and unique ideas that challenge conventions. We aim to offer something for everyone.”


Managing Director of Piaget Middle East, Petronille de Parseval, said: “In this pop-up, Craftmanship is the common creative language expressed with our products, our communication, and the retail experience offered.”

The ambition is for customers to explore and discover Piaget’s universe through an elevated and unique experience. At the centre of the stand is the Possession table, an engaging and experiential element where visitors can discover the whole range. The warm beige colours, mix of textures, and innovative pop-up design symbolise the jewellery collection’s modernity, elegance, and uniqueness.


Piaget Possession pushes the boundaries of jewellery creation through its elegant yet playful and free design. The jewellery pieces of this collection are inspired by Palace Décor, a Piaget signature adornment first introduced in 1961.

Qatar Duty Free is the partner of choice for many world-renowned brands. Throughout its history, QDF has undergone successful partnerships that dramatically evolved the retail and F&B offer and expanded the retailer’s awards portfolio, a testament to its ground-breaking success.


About Qatar Duty Free

Featuring over 200 retail and dining outlets, Qatar Duty Free (QDF) is creating a new airport experience while reinventing airport shopping and dining for a new generation of travellers.

Since its initial conception in 2000, with less than 50 staff members, QDF has grown to over 4,000 employees from 62 nationalities.

We offer diverse eating and shopping opportunities and unique ways to enjoy Hamad International Airport as well as being the launch pad for experiences not found anywhere else.

QDF sits within a unique, wider eco-system that also includes Qatar Airways (the parent company) and Hamad International Airport. This ‘trinity’ model of airport, retailer, and airline creates a world-class airport retail experience for passengers. Each company harmonises with the other as part of an integrated eco-system. Together, we provide our shared customer base with a 5-star experience, including innovative retail products, global brand firsts, exclusives, and exceptional dining opportunities.

Qatar Duty Free has been named the ‘World’s Leading Airport Duty Free Operator 2022’ and ‘the Middle East’s Leading Airport Duty Free Operator 2022’ at the World Travel Awards. QDF also won the 2022 “Best Customer Experience Airport Retailer” at Global Brands Magazine Awards and recently scooped an unprecedented 12 titles at the Airport Food & Beverage (FAB) + Hospitality Awards 2023, including Airport Food & Beverage Offer of the Year. The award-winning travel retailer was also awarded the top prize of Airport Retailer of the Year at the 2023 Frontier Awards, along with the Best New Shop Opening and Outstanding Contribution titles.

Hamad International Airport won the “World’s Best Airport for Shopping” award at the SKYTRAX World Airport Awards 2023, attributed to Qatar Duty Free retail and F&B strategy to offer the best experience for passengers at the airport.

About Piaget

Piaget epitomizes daring creativity – a quality that has continued to permeate through the Maison since its beginnings in 1874. From his first workshop in La Côte- aux-Fées, Georges Edouard Piaget devoted himself to crafting high-precision movements in a feat that formed the very foundations of our pioneering name. In the late 1950s, Piaget unveiled the ultra-thin movements that would later become the Maison’s trademark and the cornerstone of the Altiplano collection.

As a true innovator of the watch and jewelry world, Piaget strongly believed in creativity and artistic values. It is within the walls of our“Ateliers de L’extraordinaire” where master artisans continue to harness rare skills that have been preserved and perfected from generation to generation, transforming gold, stones and precious gems into dazzling works of art. Through its pursuit of masterful craftsmanship, the Maison has created emblems of daring excellence channelled into its collections including Altiplano, Piaget Polo, Limelight Gala, Possession, Piaget Sunlight, Piaget Rose and Extremely Piaget.

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