Daniel Wellington partners with Shinsegae Duty Free in #DW Moments campaign

Swedish watch brand Daniel Wellington (DW) has teamed up with Shinsegae Duty Free to open a pop-up at the retailer’s Myeong-dong store in Seoul.

Sharing moments of love: Daniel Wellington pops up at the Shinsegae Myeong-dong store.

The Moments of Love campaign targets 520 Chinese celebrations. According to Jing Daily, 20 May is China’s second unofficial Valentine’s Day, with the number 520 used to express ‘I love you’ as the pronunciation of the two phrases is similar in Chinese.

#DW Moments is a global campaign which encourages influencers to share personal moments via social media.

The Shinsegae activation started on 1 May and will run until 3 July. The pop-up features burgundy red colours and hanging baskets containing 300 everlasting roses. The promotion includes a bullet-time camera which allows customers to make 180-degree gifs and mini videos.

Daniel Wellington targets gifting around the unofficial Valentine’s Day celebration with an exclusive set.

A DW ‘I love you’ box containing a watch, heart charm and cuff bracelet is exclusive to the Seoul store during the event.

A personalised ribbon printing service is also offered along with various competitions.

Daniel Wellington Head of Global Travel Retail Helen Wong said: “With engagement being at the core of our brand, an authentic connection with our fans is a part of our DNA – whether it be online, or offline in our travel retail locations.

“We are very pleased to partner with Shinsegae to bring travellers this unique experience. I believe in meaningful retailtainment, and it is wonderful that our fans can capture their moments through the bullet time cameras, and add their personal meaningful touch on their DW gifts.”

Customers are encouraged to share their own ‘moments of love’ via gifs and short videos.

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