CHINA. cdf Sanya International Duty Free Shopping Complex yesterday (23 April) welcomed the Longines ‘Pioneer Time Zone’ theme touring exhibition. The exhibition, which runs until 30 April, invites watch lovers to experience the Swiss watchmaking brand’s craftsmanship and elegant attitude.
Longines ‘Ambassador of Elegance’, actor Eddie Peng attended the opening ceremony of the exhibition and visited the newly upgraded Longines flagship store in the Haitang Bay shopping mall.
Longines Global President Matthias Breschan was welcomed by a senior China Duty Free Group leadership and management team led by China Duty Free Group (CDFG) Executive Vice President Chang Zhujun.
Also in attendance were China Tourism Group Duty Free Corporation Limited Vice President of Merchandising Center, Meili Lee; and China Tourism Group Duty Free Corporation Limited General Manager of Watch & Jewllery Department, Billy Liu.
They were joined by Hainan Provincial Duty Free Co. Ltd Vice President & CDFG (Sanya) Downtown Duty Free Store Co. Ltd Deputy General Manager, Maggie Wang; Hainan Provincial Duty Free Co. Ltd Assistant President & CDFG (Sanya) Downtown Duty Free Store Co. Ltd General Manager Assistant, Tina Zhang.
CDFG noted that Longines has deep roots in the world of aviation. Its precision timekeeping instruments have accompanied many legendary aviators and explorers in setting records in the skies.
Inspired by aviation, the Pioneer Time Zone exhibition features the Longines Spirit Zulu Time collection, celebrating the brand’s pioneering spirit and timeless elegance.
Divided into three zones—‘Ready to Fly’, ‘New Navigation’ and ‘Time without Boundaries’—the space designed to tell the story of the Longines’ deep connections to aviation and its trailblazing attitude.
At the event, Peng wore a Zulu Time watch with a green ceramic bezel and a dark grey sandblasted dial, which combine seamlessly with the steel bracelet, showing “the elegance and vitality of a gentleman”, CDFG said.
“Drawing its inspiration from the world of aviation, the Longines Spirit Zulu Time collection boasts a multi-time-zone display and stuns with its extraordinary craftsmanship,” Peng shared his love for the timepiece. “Plus, its sporty case design and dynamic colour scheme makes it great for both sporting and formal occasions.”
Afterwards, Peng visited the newly renovated Longines flagship shop, which adopts an open and personalised design concept through an adroit combination of materials and colours, gracefully illustrating Longines’ long watchmaking tradition and modern and elegant style.
The ground floor store features a bright and stylish palette, consisting of the familiar Longines blue, simple beige and subdued dark wood. The shop also includes a newly upgraded product display table, on which a number of classic watches from the brand’s popular collections are showcased.
Breschan said: “Hainan plays an irreplaceable and important role in China’s opening up to the outside world. For the third consecutive year from 2021 to 2023, we have participated in the China International Consumer Products Expo and now by bringing the Pioneer Time Zone exhibition to cdf Sanya, we hope to share Longines’ exquisite timepieces and elegant attitude with more Chinese consumers.”
As the 3rd CDF Watch Festival is currently underway, cdf Sanya International Duty Free Shopping Complex – the high-end tourist shopping destination offering Hainan’s largest number of watch brands – is presenting timepieces from more than 60 renowned watch brands. Over 30 of them are exclusive to CDFG in Hainan.
With tens of thousands of fine watches on offer, CDFG hopes to create an immersive, high-quality watch experience for consumers, the company said. ✈
