The Pop-up was located in Dufry’s high-end, luxury brands Store # 126 in Terminal 1. This joint initiative was designed to take advantage of the increasing trend of travelers’ demand for quality timepieces, at a reasonable price point, which Duty Free Dynamics says is exemplified by Seiko,
The eye-catching, expertly staffed, Pop-up Shop featured two counters displaying a wide assortment of watches from Seiko’s product lineup and highlighting the “Save the Ocean” Special Edition, an Automatic Diver’s Watch with Cal.4R36 and 200m water resistance.
Partnering with acclaimed underwater explorer Fabien Cousteau, this Special Edition watch was designed by Seiko with a nautical theme featuring blue oceanic wave lines and a unique dial pattern and color, never seen before.
Joining the efforts to raise awareness and concern for marine conservation, Seiko donates a portion of its “Save the Ocean” global sales to Fabien’s Ocean Learning Center organization.
“This new initiative goes in line with our new business model. We started with the watch category using the old-fashioned wholesale distribution model, but since 2019 we are changing our business model and shifting to become a regional master franchisor of non-traditional brand initiatives for Americas’ travel retail channel. So, we no longer call ourselves a distributor, we call ourselves a master franchisor. In that sense, DFD’s strategy is to partner with operators in the region and offer them franchise opportunities within many different brand categories. In this case, the SEIKO Pop-up Shop in Mexico City International Airport is just the first of many similar initiatives,” said Duty Free Dynamics CEO, Nicolas Dobry.
The September Pop-up shop generated sales beyond expectations, and the Pop-up will be re-activated in November.