Travel retailer DFS Group is launching its first ‘World of Watches and Jewelry’ event through October, targeting millennial, fashion-minded clientele and first-time watch buyers.
The event is described as “a celebration of watches and jewelry” and will be held in five T Galleria by DFS stores globally: Macau, Hawaii, Okinawa, Guam and Saipan.
The stores will host a series of activations featuring more than 40 watch and jewelry brands, including 10 that are new to DFS.
“With our discerning millennial customers in mind, we have sought to develop and curate relevant products and experiences that respond to their needs with creativity and flair,” said Matthew Green, senior VP watches and jewelry at DFS Group.
The ‘World of Watches and Jewelry’ is interpreted through four themes that reflect the different moods and lifestyles of our consumers.” Those are: Time to Move, Time to Think, Time to Play and Time to Style.
In addition to this, in Macau, DFS has teamed up with SevenFriday to create a curated pop-up that includes a relaxing lounge bar and a game of chance to win a range of prizes. A Swarovski pop-up featuring mystical moon and star motifs adorns the space, highlighting the Swarovski Symbolic and Swarovski Remix Collections. And Tag Heuer will celebrate it heritage and its presence in motor-racing in collaboration with Aston Martin. Limited-edition watches will be on sale, inspired by Aston Martin’s racing cars.