By Hallie Engel
Seiko’s October takeover of the World Duty Free windows in Heathrow’s terminal 5 has been met with great success, and sales have already exceeded those for the same period in 2012.
To catch the eye of travellers, mega-graphics and display cases have been used to highlight key collections and pieces, including Sportura and the Astron GPS Solar. Seiko also dominates the entrance walkway of the terminal with both a tank and freestanding tower units.
Additionally, the Seiko Astron is featured on ad boards in the British Airways lounges, targeting international travellers with imagery of the world’s first GPS Solar watch. Over 230,000 passengers are estimated to pass through the lounges during the month, providing a high level of exposure.
Luxury trading manager for World Duty Free Heathrow T5 Hannah Gretton said: “The window that features the Astron lines is a perfect story for us, it fits in with our key destinations and the product has such a great travel link. Already we are seeing the positive effects of the display, and I am very pleased with the results; we have seen a huge increase in interest and of sales of Seiko watches.”
Seiko marketing manager Kirsten Crisford added: “The window display looks amazing, and we are fortunate to have impactful graphics to use for Astron and Sportura. An international venue such as Heathrow is a great location for us to show our partnership with FC Barcelona, which as a truly international team, has a broad appeal.”