TimeVallée’s debut travel retail boutique, opened with China Duty Free Group in Haikou, gets off to rousing start

CHINA. Multi-brand luxury watch boutique TimeVallée is celebrating a successful first month’s trading of its first-ever travel retail space, opened in exclusive collaboration with China Duty Free Group (CDFG) in Mova Mall, Haikou on Hainan island.

TimeVallée’s debut store on the island officially opened its doors on 1 February in time to welcome travellers for the Chinese Spring Festival. The boutique is Richemont Group-owned TimeVallée’s 12th boutique globally.

The opening represents a serious validation of both CDFG’s and Hainan’s luxury credentials and rising importance to the high-end watch sector.

The store is conveniently located within the CDFG space on the first floor of the MOVA Mall’s Gemini tower, which also features a wide range of leisure, shopping, entertainment and dining facilities.

TimeVallée’s store adds to the customer experience by providing what the partners described as an “unparalleled shopping journey throughout the discovery of the most prestigious Swiss luxury watch maisons”.

The 180sq m of retail space is encompassed by the sinuous signature TimeVallée watchbrand (pictured above), designed to lure watch lovers inside. The harmonious design of the space has been designed as a canvas to showcase the identity and creations of the eight luxury maisons – Baume et Mercier, Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Montblanc, Panerai, Vacheron Constantin and Maison Piaget – integrating for the first time their respective watch and jewellery products.

TimeVallée is defined by a combination of physical and digital touchpoints, collectively serving as a gateway to the rich history and heritage of the respective Maisons.

A Discovery counter, featuring state-of-the-art digital technology and a watch slate, allows customers to explore best-sellers, novelties, limited-edition pieces and individual Maison collections.

Note: This story will also be featured next week on The Moodie Davitt Report’s newly launched WeChat platform as part of our unrivalled multi-lingual coverage of travel retail’s fastest-growing market. For an interview with CDFG President Charles Chen, click here to read the February edition of The Moodie Davitt Magazine, dedicated to the Hainan offshore duty free sector.


TimeVallée is an innovative multi-brand boutique concept offered to all luxury watch brands and operated by external independent partners.

TimeVallée boutiques are designed to introduce the finest timepieces to both emerging and mature markets through a delightful store experience that goes beyond the traditional retail norms.

TimeVallée’s team of experts offers what they claim to be “a unique game-changing concept to our retail partners”, one that provides bespoke consulting services in the field of multi-brands luxury watch retailing.

Through the customisation of each partner’s specific needs, TimeVallée claims to have developed a pioneering and integrated boutique concept. That concept embraces the boutique’s sophisticated design and experiential areas; the number and type of brands features; and training and continuous coaching to empower sales teams across TimeVallée’s network.

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