A CHINA-FIRST CONCEPT
Shining the light on Swiss watchmaking in Hainan
Launched initially as a China concept, TimeVallée has made strides to expand its reach and store network in Hainan, the country’s top travel retail shopping destination.
TimeVallée’s boutiques introduce fine timepieces through an upscale and engaging store experience designed to go beyond traditional retail norms. Its strategy in Hainan is to reach watch connoisseurs and recruit a younger generation of luxury watch consumers.
Key openings include new boutiques at the cdf Haikou Mova Mall (its first in travel retail) as well as Hainan Tourism Duty Free Shopping Complex and an airport store at Haikou Meilan International Airport. It is also a regular partner of the annual Watches and Wonders exhibition in Sanya.
First steps into travel retail
The cdf Haikou Mova Mall store opened in February 2021, in partnership with China Duty Free Group. For the brand owner, that represented a 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 watch brand 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.
The Power of Eight
In June 2021, just three months after the opening of its debut travel retail boutique, TimeVallée further expanded its footprint in Hainan travel retail by opening a second flagship at the Hainan Tourism Duty Free Shopping Complex (HTDF). The store is operated in partnership with Hainan Tourism Investment Duty Free Co. and King Power Group.
The luxury watch boutique, which offers eight illustrious brands, is a further important affirmation of the retailer’s luxury credentials.
The TimeVallée boutique collection, sited on the first floor of the complex, features Baume & Mercier, IWC, Jaeger-LeCoultre, Montblanc, Panerai, Piaget, Roger Dubuis (making its Hainan offshore duty free debut) and Vacheron Constantin, all renowned for a long history of high-end watchmaking and creative culture.
The boutique offers a wide range of popular watch series and iconic timepieces, including Piaget’s popular Possession and Sunlight collections, and Roger Dubuis’s show-stopping Skeleton Flying Tourbillon watches, representing the highest level of fine watchmaking.
The TimeVallée store features a sophisticated and elegant design. Soft lighting and shadow effects and the spacious product display complement each other, underlining the allure of the watch collection.
An extraordinary time journey
TimeVallée opened its first airport store in Hainan at the Haikou Meilan Airport on 23 September. The dazzling 327sq m boutique, located in Terminal 2, is the company’s third in the province and the 31st TimeVallée store opened globally.
The opening marks the second collaboration between TimeVallée and China Duty Free Group (CDFG) following the opening of the cdf Haikou Mova Mall boutique. It offers seven high-end jewellery and watch brands including Baume & Mercier, Chopard, Hermès, IWC Schaffhausen, Jaeger-LeCoultre, Panerai and Piaget.
While TimeVallée started as a domestic concept in China, the airport opening marks a significant step forward for its expansion in travel retail. In addition to TimeVallée, Haikou Meilan International Airport is home to many well-known local and international brands, creating a new benchmark for Hainan’s tourism business.
TimeVallée’s debut in the airport seeks to provide tourists with a one-stop shop for high-end jewellery and watches. It is designed in TimeVallée’s elegant gold colour palette, inspired by Swiss watchmaking heritage.
The shop offers a number of interactive experiences including a time axis and watch bar. A watchmaking timeline guides passengers through the history of many of the top watchmaking and jewellery houses in Switzerland.
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Commenting on the milestone airport opening, TimeVallée Global CEO Michael Guenoun says, “We are very pleased to cooperate with CDFG again to provide customers with an excellent retail experience and a wide selection of high-end watches and jewellery.”
Spotlight Series - February 2023