DFS’ new ‘World of Watches & Jewelry’ responds to ‘needs of millennials’

By Charlotte Turner |

DFS-Group-World-of-Watches-and-Jewelry-lead-2019Leading luxury travel retailer, DFS Group, will celebrate the categories of luxury watches and jewellery during October’s Golden Month with the first ever edition of ‘World of Watches and Jewelry’ event, as the company seeks to better serve the group’s ‘growing millennial, fashion-minded clientele and first-time watch buyers’.


To celebrate the launch, the retailer has designated the month of October as a celebration of watches and jewellery in five of its flagship locations around the world.


From 1 to 31 October, participating DFS locations will host a series of activations in celebration of the first edition of ‘World of Watches and Jewelry’. In addition, three locations will host separate, bespoke brand pop-ups from TAG Heuer, Fossil, SevenFriday, Michael Kors, Hamilton and Swarovski.


Over 40 watch and jewellery brands, including 10 that are new to DFS, will participate.


The ‘World of Watches and Jewelry’ is centred around four product themes: Time to Move, Time to Think, Time to Play and Time to Style.



Time to Move encompasses ‘stay on-the-go’ versatile and functional pieces including the one pictured above. “Time to Move is for those with an active lifestyle, committed to a fitness journey and breaking a sweat no matter where they are in the world,” says DFS.



Time to Play refers to ‘bold and inventive pieces’ such as the Armani model in the above picture, for those who pursue ‘self-expression through fun and colorful watches’, adds DFS.



Time to Think comprises professional, timeless and sophisticated models. Daniel Wellington (pictured above) fits into this category, “for the ultimate watch enthusiast who loves to explore the anatomy of watches, craftsmanship and the rich history behind each watch and the brand,” insists DFS.



The Time to Style collection of watches and jewellery pieces epitomised by this lifestyle shot akin to those often posted to social media platforms.

Finally, Time to Style will offer ‘fashion-forward and refined pieces’. Time to Style is for fashion lovers who enjoy accessorising their looks by stacking, mixing and matching their timepieces with jewellery.


“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,” says Matthew Green, Senior Vice President Watches and Jewellery, DFS Group.


“The ‘World of Watches and Jewelry’ is interpreted through four themes that reflect the different moods and lifestyles of our consumers.


“It brings us much pride to partner with so many brands in creating these interactive and bespoke retail experiences, all dedicated to the art of accessorising.”


NOW LIVE: January ezine + landmark Annual Survey

The TRBusiness January 2024 ezine, containing the flagship Global Industry Survey, is now...


Harding+ announces departure of Chief Brand and Culture Officer Sue Gosling

Harding+ Chief Brand and Culture Officer Sue Gosling has stood down from her...


Global Travel Retail Awards 2024: Entries now open!

TRBusiness is delighted to announce that entries to the consumer-voted Global Travel Retail...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend