First Chinese airport store for Daniel Wellington

Daniel Wellington has now opened its third travel retail location in Asia this year.

Located in Shenzhen Bao’an International Airport Terminal 2, the Swedish watch brand opened its first boutique in a Chinese airport. The new store highlights Daniel Wellington’s travel shopping-exclusive lines, among which lies its three key products: the Cambridge Combo set, the Cambridge stand-alone 36mm set and the keyring set.

Asia-Pacific travel retail locations are an increasingly important retail strategy for the contemporary watch brand, according to Daniel Wellington’s Head of Travel Retail Asia Pacific, Helen Wong.

The new store opened on September 9 and showcases exclusive travel retail product offers for passengers that do not need to show a boarding pass.

Helen explained Daniel Wellington’s strategy in choosing Shenzhen as a location for the store as it possesses a ‘young-spirited’ customer base and is a ‘key development’ for the brand’s boutique sales, especially for its top-tier Chinese city status.

The Swedish brand had opened its first travel retail boutique in the region in July 2017  in the CITS Haitang Bay Duty Free Shopping Complex. It followed the same year with the opening of a second store in Malaysia’s duty free-zoned Forest City in October.