Duty Free Dynamics sealing Seiko’s presence in Dufry Mexico

Regional travel retail distributor Duty Free Dynamics is pleased to confirm, at this time, the full scale presence of Seiko’s medium-luxury range watches in Dufry’s high-end brands store # 126 located at Terminal 1, Boulevard 1, Mexico City International Airport.  

Seiko had been first introduced at this store in September 2019, in the form of an expertly staffed, eye-catching pop-up shop that featured 2 counters displaying a wide range of watches that highlighted the best of the brand's main collections.

Later in November, Seiko's pop-up shop was re-activated during the commemoration of the “Day of the Dead”, very popular holiday in Mexico. As expected, this occasion created a high flow of walking traffic and visitors to the store, generating even more brand exposure and customer interest.

A second re-activation took place in January 2020, furthering that exposure, customers’ brand awareness and sales activity. This event clearly and finally defined Seiko’s success in the travel retail channel.

During this July, with the pandemic subsiding, the airport’s boulevard 1 re-opened and Dufry, after going through those re-affirming stages, was finally able to fully incorporate the Seiko brand to its watch lineup. The brand’s extensive model range is now displayed on a white backwall fixture, customized with promotional material highlighting Prospex, Seiko’s collection for recreational and professional divers.

"We are very pleased to be able to offer the full Seiko range in conjunction with our partner operator Dufry Mexico, in order to satisfy travelers’ needs and wishes with the versatility of the brand's collections.” said Monica Martinez, Category Manager for Watches.