CHINA. China Duty Free Group (CDFG) today (18 March) launched its fourth annual cdf Watch Carnival.
Running from 18 March to 14 April, the event showcases a dazzling variety of CDFG-exclusive brands, limited-edition timepieces, bestsellers and rare masterpieces taking centre stage across six of the retailer’s stores in Hainan province.
Along with exhibitions, brand events, shopping benefits and celebrity appearances, this year’s Watch Carnival promises consumers a high-calibre, multi-faceted watch experience, the retailer said.
The event is designed to maintain recent encouragingly strong sales momentum in the Hainan offshore duty-free market and boost CDFG’s marketing advantage centred on a differentiation strategy, the company said.
The Hainan offshore duty-free market delivered a strong performance during the 2024 Chinese New Year holidays, CDFG said.
At the cdf Sanya International Duty Free Shopping Complex in Haitang Bay, average daily traffic exceeded 60,000, up +40.4% year-on-year and a +23.3% increase compared to the same period in pre-pandemic 2019, marking a strong start to the Year of the Dragon.
cdf Sanya has been drawing large crowds since the Chinese New Year holiday period. Pictured is the Global Beauty Plaza within the newly opened Block C at cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
Exhibition and retail run in tandem
The opening ceremony took place on 18 March at cdf Sanya’s recently opened Block C. It was attended by over 100 guests, including government officials, event ambassador actor Li Jian, representatives from brand partners, CDFG VIPs and members of the press.
The stage for the outdoor ceremony was fittingly designed to resemble a watch dial, complemented by a themed exhibition co-curated by CDFG and watch publications that delve into three of the most sophisticated complications in the fine watchmaking sector: minute repeater, perpetual calendar and tourbillon.
The event also featured an interactive open space, an immersive watch appreciation session, a dance performance and an interactive game. CDFG said the Watch Carnival is both a showcase of global horology and a retail platform, where visitors and watch enthusiasts will be treated with a variety of “rare, limited and exclusive” timepieces.
Rare masterpieces take the spotlight
During this year’s Watch Carnival, over 60 global luxury watch brands, including Cartier, Vacheron Constantin, Bulgari, Van Cleef & Arpels, Blancpain, Breguet and Jaeger-LeCoultre, will showcase more than 7,000 carefully selected masterpieces, with an emphasis on rare models, limited editions, collaborations and products debuts.
Among the brands, 37 are exclusively available at CDFG stores; six watch boutiques at cdf Sanya – including Breguet, Blancpain and Bvlgari – are the respective brands’ only Hainan store.
Since its inaugural edition in 2021, the cdf Watch Carnival has become a popular annual watch festival known for its high-end selections, quality services and attractive promotions, and the “best time for consumers to bring home the fine timepiece of their dreams”, CDFG said.
“Shoppers who have done their homework know that you can get the best price for your favourite watches at the Watch Carnival,” a CDFG representative explained.
“During the event, both the malls and the brands offer attractive discounts on a lot of popular styles. Plus, on top of the duty-free prices, you can get ten times the points as a cdf member.”
In addition, the 2024 cdf Watch Festival boasts a particular focus on “the value of rarity”, said CDFG.
Through expert lectures, sharing sessions and exclusive services, the retailer said it hopes to continuously attract the attention of high-net-worth individuals seeking products that are not only luxurious, but also rare.
In addition to providing consumers with cultural experiences and sensorial enjoyment, cdf Sanya is also introducing an exciting slew of promotions. From 18 to 20 March, shoppers can enjoy 10x points when purchasing watches under RMB100,000 (US$13,900) from designated brands. Throughout the carnival, shoppers reaching certain spending thresholds on designated jewellery and watch products in a single transaction are entitled to various rebates, gifts, dining vouchers, hotel room vouchers and other benefits.
Meanwhile, the 2024 Sanya Municipal Government Consumer Voucher Scheme has entered its third phase, which runs until 31 March. During the period, vouchers are distributed once every three days, available until stock lasts each time. cdf Members can collect the vouchers through the CDFG members’ mini-program, and get up to RMB2,500 (US$350) off their purchases on top of other discounts.
As a CDFG flagship annual event, the cdf Watch Carnival is designed to deliver new scenarios and fresh experiences every year for watch and jewellery shoppers.
Through a combination of exhibitions, masterclasses, product launches and other activities, it connects with consumers in different aspects of their Hainan offshore duty-free experience, ranging from travel and retail to dining, accommodation and entertainment. The event has successfully cultivated a new consumption platform on the island, CDFG said.
The year 2024, named ‘Consumption Promotion Year’ by China’s Ministry of Commerce, also marks the cdf Sanya’s 10th anniversary.
Celebrating this milestone, cdf Sanya plans to stay committed to CDFG’s motto of ‘trusted business operation and excellent services’ and continue to elevate its appeal by investing more in popular categories, holiday events and its own intellectual properties.
The retailer said it will consistently host activities and create new scenarios and business formats to drive duty-free consumption, continuously strengthening cdf Sanya’s status as a premier one-stop tourism and shopping destination. ✈
