Duty Free Dynamics finalizes Seiko’s presence with Dufry Mexico

Duty Free Dynamics has confirmed the full scale presence of Seiko’s medium-luxury range watches in Dufry’s high-end brands store # 126 located at Terminal 1, Boulevard 1, Mexico City International Airport.

Seiko had been first introduced at this store in September 2019, in a pop-up shop that featured two counters displaying a wide range of watches that highlighted the best of the brand’s main collections.

The Seiko pop-up shop was re-activated in November during the Day of the Dead holiday in Mexico; a second re-activation took place in January 2020, generating exposure, brand awareness and sales activity.

In July, with the pandemic subsiding, the airport’s Boulevard 1 re-opened and Dufry fully incorporated the Seiko brand into its watch lineup.

The brand’s extensive model range is now displayed on a white backwall fixture, customized with promotional material highlighting Prospex, Seiko’s collection for recreational and professional divers.

“We are very pleased to be able to offer the full Seiko range in conjunction with our partner operator Dufry Mexico, in order to satisfy travelers’ needs and wishes with the versatility of the brand’s collections,” said Monica Martinez, DFD Category Manager for Watches.