DANIEL WELLINGTON
A great style
companion Fast-growing watch brand Daniel Wellington is aiming to appeal to the global traveler with its sleek and minimalist timepieces by
JAS RYAT
Daniel Wellington has recently partnered with supermodel Kendall Jenner to introduce Classic Petite timepiece
L
ook on the wrist of any millennial traveler and there’s a good chance their watch comes from Daniel Wellington, thanks to its sleek design and a new partnership with a supermodel. The travel retail channel is a key focus for the brand, as Brianna Amoroso, Key Account Manager, Travel Retail, explains. “Our goal is to develop a strong cruise presence throughout the Americas, especially in the Caribbean and US, as well as a strong focus on expanding our border shop business in Latin America, Canada and the US military. We are also further developing our traditional airport retail with key partners,” she says. In Europe, Daniel Wellington is developing its strong presence with existing key partners and focusing on enhancing
each POS. The company continues to invest in its team and has hired a new merchandiser who focuses on travel retail in Europe. Further, it is opening up more pop-up stores at airports. An upcoming market is the UK together with World Duty Free Group, with which it is present at all the main airports in the region. For Asia Pacific, Daniel Wellington has established a strong duty free network across key markets, particularly in Korea, Hong Kong and Southeast Asia. The brand is present with its partners in duty free downtown gallerias, airport stores and inflight with key operators. In 2017, the company will focus on expanding its presence in newer markets such as Australia, the Middle East and Latin America.
Partnership with Kendall Jenner Daniel Wellington is a Swedish brand founded in 2011. Known for its sleek and minimalist design, it offers timeless accessories, worn on all occasions by men and women all over the world. Since the inception, Daniel Wellington has sold over 6 million watches, and established itself as one of the fastest-growing brands in the watch industry, says Ola Melin, Daniel Wellington’s Public Relations Manager.
56
THE AMERICAS DUTY FREE & TRAVEL RETAILING JUNE 2017
“We have recently partnered with Kendall Jenner to introduce Classic Petite. Classic Petite is a statement timepiece that truly reflects the design approach of Daniel Wellington. As the latest addition to the Classic collection, the new 32mm watch offers a minimalist and contemporary look, imbued with attitude,” he says. Made from stainless steel, Classic Petite is available in rose gold and silver and with a black or white dial. Asked about why the brand has been successful, Melin says: “Daniel Wellington offers sophisticated and classic designs – at an attractive price point. We are excited to see that people of all walks of life are wearing their very own Daniel Wellingtons. As a great style companion, our products accompany the student, the professional, the athlete, the artist, the traveler, as they tell their stories from all over the world.” A cornerstone of the Daniel Wellington brand is its community’s enthusiasm, dedication and creativeness, he adds. “The massive engagement and participation from people all over the world is inspiring and humbling, and something we are incredibly proud of. What innocently started out as a way to show the world our watches, has in five years evolved into an ever growing and incredibly powerful global movement that continuously pushes the boundaries for what a community can achieve together,” concludes Melin.