Luxury timepieces are a key a part of the proposition.

Heinemann Americas has unveiled a bold new cruise retail concept aboard Royal Caribbean’s Star of the Seas, creating an immersive shopping experience complete with a variety of first-at-sea exclusives.

The vessel has 10 distinct retail venues, with an offering spanning exclusive Royal Caribbean logo merchandise, fine watches, fashion jewellery and perfumes and cosmetics, as well as vintage luxury leather goods and timepieces.

A highlight is the curated collection of prestige and rare spirits, including selections that cannot be found anywhere else at sea, according to the retailer.

“With Star of the Seas, we continue our mission to elevate cruise retail through storytelling, exclusivity and unforgettable experiences,” said Nicolas Hoeborn, CEO of Heinemann Americas.

“This launch is a testament to our strong partnership with Royal Caribbean and our shared vision for the future of travel retail.”

Shoppers can discover a curated collection of prestige and rare spirits.

The focus is firmly on delivering ‘curated exclusivity, elevated design and category innovation’ across four distinct store formats.

In the beauty category, the Solera store has been optimised to improve visibility and guest flow. In turn, this is said to help enhance shopper engagement and encourage longer dwell times.

 The Cartier shop-in-shop format.

The liquor experience introduces several first-at-sea features, including personalised backwalls for The Macallan, Hennessy and Patron, a dedicated Johnnie Walker gondola, and a limited-edition Louis XIII monogrammed box hand-decorated exclusively for the ship, with only 30 pieces available globally.

Among the rarest offerings is a bottle of Loch Lomond 50YO, one of just 100 worldwide, retailing at US$34,999.

The Solera beauty store has been optimised to improve visibility and guest flow.

The store also debuts multiple exclusive barrel programmes, such as Angels Envy  selected by Heinemann’s team as a first-at-sea – and the rare O.F.C Bourbon 1985.

Luxury timepieces continue to be a highlight, with personalised shop-in-shop formats from Cartier, Hublot, Breitling, Tag Heuer, Longines, Rado and Norquain, which is a new brand for Heinemann.

This is complemented by Swiss Crown, which brings a curated selection of pre-owned Rolex watches.

 The focus of the new retail offering is ‘curated exclusivity, elevated design and category innovation’.

Meanwhile, the logo merchandise store The Shop presents a new collection designed exclusively for Star of the Seas, featuring fashion-forward apparel, collectibles and a children’s line.

The Vineyard Vines x Royal Caribbean co-branded range – first introduced on Icon and Utopia – is also making a return with a refreshed capsule collection.

The Shop presents a new collection designed exclusively for Star of the Seas.

Heinemann Americas, a wholly owned subsidiary of Gebr. Heinemann, has partnered with Royal Caribbean since 2019.

Star of the Seas ranks among the largest cruise ships in the world, measuring 365 metres in length and accommodating up to 5,610 guests and 2,850 crew members.

It is the sixth Royal Caribbean vessel to feature Heinemann’s retail offer, following Utopia of the Seas, Icon of the Seas, Wonder of the Seas, Odyssey of the Seas and Independence of the Seas.

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