MEXICO. Duty Free Dynamics (DFD) has collaborated with Dufry in a Seiko pop-up at Mexico City International Airport.
The Terminal 1 space was launched in September and will be reactivated in November. It features a range of Seiko watches with a spotlight on the brand’s Save the Ocean Special Edition.
The automatic diver’s watch, with 4R36 movement and 200m water resistance, was developed in partnership with underwater explorer Fabien Cousteau. Its design features blue wave lines and a new dial pattern and colour.
Seiko donates a portion of its Save the Ocean global sales to Cousteau’s Ocean Learning Center. Its mission is to raise awareness of ways to protect and preserve the planet’s waters, endangered marine habitats and marine life.
Duty Free Dynamics CEO Nicolas Dobry said the collaboration at Mexico City International is in keeping with DFD’s 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 franchiser of non-traditional brand initiatives for the Americas travel retail channel,” he said.
DFD’s strategy is to partner with regional operators and offer them franchise opportunities within various brand categories. The Seiko pop-up is one of many similar initiatives, Dobry added.
He said sales from the September pop-up exceeded expectations, with similar results expected when the pop-up is repeated in November.
