OMAN. Muscat Duty Free has strengthened its premium watches offer at Muscat International Airport with the opening of dedicated Rado and Tissot shop-in-shop concepts, alongside an activation for the Rado DiaStar Oman Edition.
The travel retailer said the new installations form part of its strategy to premiumise its offer, raise brand visibility and enhance the passenger shopping experience.
The Rado DiaStar Oman Edition activation brings a strong sense of place dimension to the initiative, showcasing a timepiece with a specific connection to the Sultanate and introducing travellers to the story behind the special edition.
The two shop-in-shops bring together complementary Swiss watch brands across a range of styles and price points. Rado is known for its use of innovative materials and contemporary design, while Tissot combines Swiss watchmaking heritage and craftsmanship with an accessible luxury positioning.
The development was delivered in partnership with Rivoli Group, building on the company’s collaboration with Muscat Duty Free and its ambitions to develop the presence of leading Swiss watch brands in the travel retail channel.
Rivoli Watches COO Abraham Koshy said, “The dedicated Rado and Tissot shop-in-shops provide an excellent platform to showcase both brands, while the Rado DiaStar Oman Edition creates a particularly meaningful connection with the local market.
“This collaboration with Muscat Duty Free brings together Swiss watchmaking excellence, strong brand presentation and a unique Omani story for international travellers.”
Muscat Duty Free said the openings underline its wider focus on developing its premium retail proposition through a curated brand portfolio, exclusive and locally relevant products, and closer partnerships with international brands.
Muscat Duty Free CEO Renat Rozpravka commented, “We want Muscat Duty Free to be a place where international brands connect meaningfully with our passengers and with Oman.
“The launch of the Rado DiaStar Oman Edition, alongside the new Rado and Tissot shop-in-shop concept, is the perfect example of how we can combine premium retail, exclusivity and a strong sense of place to create memorable experiences for our travellers.”
Muscat Duty Free Chief Commercial Officer Faiz Arshad Khan said, “Our strategy is to create compelling reasons for passengers to discover and engage with our retail offer.
“The Rado DiaStar Oman Edition does exactly that by combining Swiss watchmaking with a distinctive connection to Oman.
“It strengthens our watches proposition and demonstrates how exclusive products, strong storytelling and impactful activations can elevate the travel retail experience.” ✈
