Swedish watch brand Daniel Wellington is targeting a “stronger and expanded” presence in global travel retail.
The company opened its first travel retail boutique with China Duty Free Group in the CITS Haitang Bay Duty Free Shopping Complex in July last year.
Its most recent and largest duty free boutique, a 400sq m outlet in Malaysia’s duty free-zoned Forest City, opened in October. Openings this year include a shop-in-shop with The Shilla Duty Free at Macau International Airport in the first quarter and a pop-up at T Galleria by DFS, Hawaii in Waikiki in the third quarter.
Daniel Wellington Regional Sales Manager Asia Pacific Travel Retail Helen Wong said the outlets marked the brand’s first steps towards a stronger and expanded presence across travel retail.
“Travel retail is the fastest growing segment for Daniel Wellington, and a very exciting part of our network,” Wong said. She noted strong support from the brand’s partners, and from travellers, even though the brand is a relative newcomer to the channel.
“We have now established a very strong presence globally across key airports, gallerias, inflight and cruise ship businesses, in particular across Asia Pacific, American and European markets and will continue to focus on developing this.
“In 2017 we opened over 40 new locations within airports and gallerias in the Asia Pacific region, with pop-ups in prominent locations including Hong Kong international Airport and Haitang Bay. Europe also saw new developments in key airports including boutiques in Amsterdam Airport Schiphol, Athens International Airport and others,” Wong added.
Last year Daniel Wellington secured a prominent presence with Dufry in the refurbished Melbourne Airport Terminal 2 and in Dufry’s new walk-through store at Guadeloupe Pôle Caraïbes Airport in the Caribbean.
Wong said the brand will launch three key products which will be travel shopping exclusives. The Daniel Wellington Classic 40mm & 36mm watch in rose gold, with a Cambridge NATO strap, will pre-launch with DFS globally this month. Promotions will continue until the end of March.
The same 36mm model will also feature in an exclusive promotion with China Duty Free Group in the first quarter and a new Sheffield Keyring Set will be released exclusively in travel retail with Starboard Cruise Services from February. The cruise promotion will run through April.
Daniel Wellington Regional Sales Manager Americas – Travel Retail Brianna Amoroso said: “Starboard is a highly valued partner to Daniel Wellington and we hope this initiative will continue to further develop our partnership as well as experience onboard for customers.”
Amoroso said Daniel Wellington products will be available on at least 20 other cruise ships this year. On the Norwegian Joy, operated by Dufry Cruise Services, the brand will offer a Joy charm as a gift with purchase (GWP) for customers purchasing any watch with a leather band during promotions for the Chinese New Year.