Duty Free Dynamics´ Partnership with Dufry

Regional travel retail distributor Duty Free Dynamics (DFD) confirmed the full incorporation of Seiko’s medium-luxury watches range in the Mexico City Benito Juárez Internationl Airport store. This latest development follows the successful experience of two pop-up store activations in Dufry´s Mexico City Airport store in September 2019 – coinciding with the Day of the Dead holiday in Mexico – and in January 2020, which is one of – if not the most important – celebration days for the Mexican culture.

With both of these activations, DFD achieved a strong flow of visitor traffic and increased exposure fostering customer brand awareness. The pop-ups featured two counters, displaying a range of products, including the best of the brand’s main collections.

Following the re-opening of the Dufry store at Mexico City Airport, DFD has now fully incorporated the Seiko brand to its watch line-up. The range is displayed on a white back-wall fixture, customized with promotional material highlighting Seiko’s Prospex collection for recreational and professional divers.