A $3.5 million gold jewelry box encrusted with diamonds, sapphires and rubies has been unveiled in Doha this week.

Certified by Guinness World Records as the world’s most valuable jewelry box, the piece made its Middle East debut at the annual Doha Jewellery & Watches Exhibition (DJWE).

The 14th edition of the event opened on Monday at the Doha Exhibition and Convention Center in West Bay.

In a statement, Swiss diamond house Mouawad said the Flower of Eternity Jewellery Coffer was made of 18-karat gold and silver.

It features white and yellow diamonds, white and pink sapphires and lapis lazuli and its three heart-shaped petals are meant to symbolize eternal love.

Mouawad also holds the record for world’s most valuable necklace ($55 million), handbag ($3.8 million) and lingerie (an $11 million bra), but these pieces are not on display in Doha.

Scaled down event

Notably, the jewelry box isn’t the most expensive thing on sale at the DJWE this week. For example, there are also three Girard Perregaux watches worth a combined $5 million.

A total of 400 luxury brands from 10 countries are exhibiting their wares at the expo this year.

This appears to be scaled down from last year, when 500 of the world’s most exclusive brands from 17 countries participated.

However, for the first time this year, the work of young Qatari designers will be on display. And the exhibition will also feature a watch-making workshop by renowned clock experts Objectif Horlogerie.

DJWE runs until Saturday, Feb. 27 and is open from noon to 10pm every day except Friday. Friday’s hours will be from 4pm to 10pm.

Entry is free, but visitors are required to register onsite with their Qatar IDs or passports, or can save time by pre-registering online here.

As always, children below the age of 12 will not be allowed inside the venue.

Who’s going? Thoughts?