Spanish watch brand Festina produced a sharp 18.9% rise in travel retail sales year-on-year in 2018. It was helped by a new Swarovski line that has broadened the appeal of the traditionally sports-oriented brand to female shoppers.
Festina Group Global Travel Retail Manager Aurore Rezzoagli told The Moodie Davitt Report: “Our growth was strong in 2018 mainly thanks to the success of our Festina Mademoiselle Swarovski line which has generated growth in our ladies segment.
“The launch of our first ever inflight-exclusive set combining Swarovski crystals and a complimentary bangle set have help position Festina as the leading watch brand, in terms of sales, on a number of airlines in Europe.”
The Barcelona-based group also added cruise and ferry listings in 2018 and increased its brand presence to over 36 vessels globally. Partners include MSC, Starboard Cruise Services and, more recently Tallink, where the brand launched six new points of sales in February.
Rezzoagli added: “We have also launched different concepts and innovations including a trial with ‘sense of place’ fixtures in Marrakech Airport. We are growing our global investment in advertising, staff and product training and customer services in anticipation of our partners’ and clients’ expectations.”
A wider lifestyle approach pays off
Festina, which has been a long-time partner of cycling’s pre-eminent event, Le Tour de France, has taken a wider lifestyle approach in the past three years. It has, for example, added brand ambassadors such as Scottish actor Gerard Butler and Miss France.
Recently the company renewed its contract with Butler for three years. The new 2019 campaign featuring the Hollywood star is called ‘Always Fits’ and will be revealed next week, coinciding with the Summit of the Americas trade show in Orlando.
For the women’s collection, the ambassador contract with Miss France was also renewed in January after Vaimalama Chaves took the title for 2019. She fronts the Mademoiselle Collection.
At the Summit of the Americas, Festina will be attending on the Worldclassbrands stand (Booth 201) where it will showcase its 2019 travel retail selection. For further information, Rezzoagli can be contacted on +34680245593 or at aurore@festina.com.
