CHINA. China Duty Free Group (CDFG) is celebrating its fifth annual cdf Watch Carnival.
Running from 16 March to 18 April, the event showcases over 7,000 selected watches, including limited editions, bestsellers and rare pieces from CDFG-exclusive brands at six Hainan locations.
Designed to drive offshore duty-free sales, the Watch Carnival offers immersive themed experiences and enhanced services, integrating shopping with cultural tourism.
More than 50 global luxury watch brands are on display at this year’s event, including over 30 CDFG exclusives making their first appearance in Hainan.
Alongside a curated selection of timepieces, the festival includes brand activations, gift promotions, points incentives, interactive experiences and celebrity engagements, enhancing the overall visitor experience.
The cdf Watches Carnival has established itself as a key event for luxury watch buyers, known for its exclusive timepieces and high-level service, the company said.
Throughout the event, the retailer is running a ‘five times points’ promotion featuring full-value gifts, points incentives, celebrity visits and interactive games. Shoppers who meet spending targets on select jewellery and watch items can unlock extra benefits such as access to popular tourist attractions, VIP services and hotel vouchers.
The retailer has partnered with local governments in Haikou and Sanya to offer duty-free consumption vouchers via the CDFG members’ mini-programme. Shoppers can receive up to CNY5,000 (US$690) in discounts, which can be applied alongside other offers to enhance value and drive spending.
The Watch Carnival highlights not only luxury timepieces but also the cultural value of watchmaking. By offering themed exhibitions, master sessions and exclusive brand services, the festival has established itself as a key event for high-net-worth individuals seeking rare and collectible watches.
As part of its strategy to merge duty-free shopping with cultural tourism, CDFG is pioneering innovative consumption models that blend exclusivity, experiential value and cultural significance.
The event elevates the traditional duty-free experience by merging watch purchases with dining, travel, accommodation and entertainment.
Looking ahead, the retailer noted its plans to leverage on the growth opportunities presented by the Hainan Free Trade Port to develop an integrated model of ‘culture + tourism + commerce’.
By deepening the ‘duty-free + cultural tourism’ model, CDFG aims to create a vibrant tourism and shopping destination that drives repeat visits and stimulates new consumer demand. This strategy is set to accelerate the high-quality growth of Hainan’s offshore duty-free sector, reinforcing its status as a premier one-stop tourism and shopping destination. 🏝️
