Sportswashing and greenwashing have become commonly understood terms to describe the use of popular and virtuous trends and celebrities to detoxify a brand or, increasingly commonly, a regime.

Top of the league for this type of marketing is Qatar, which hosted the FIFA World Cup in 2022, despite summer temperatures passing 45C.

No problem. With a few billions invested and a supine FIFA executive, the tournament was moved to the winter.

Middle Eastern governments recognize the ability of global celebrities and brands to bring not only attention to their events, and hence to their cities, but also the reassuring thought that if megastars support a project, it must be acceptable for the rest of us to support it as well.

The Doha Jewellery and Watches Exhibition (DJWE) will be held for the 20th time in the region from February 5 to 11.

Thierry Henry, the French World Cup champion and star of Arsenal, and Irena Shayk, a supermodel who was formerly Christiano Ronaldo’s girlfriend and is now taking advantage of the latter’s declining career, are pushing it.e

There is no published exhibitor list, but the organiser of the show is promising “unparalleled access to international brands including Chanel, Cartier, Tiffany & Co., Bulgari, Rolex, Patek Philippe, and IWC, among others”.

Speaking about his support for the event, Mr Henry, once an Ebel brand ambassador, says: “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.”

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