TRBusiness Cannes Shorts: Stuart McGuire on Aviator watches relaunch

By Luke Barras-hill |

Aviator watches have returned to inflight retail, with a view to future point-of-sale expansion at ground shops and potentially onboard cruise ships and ferries.

That’s according to Stuart McGuire, Managing Director of JNS Brand Management, which is helping to build the brand’s profile in conjunction with inflight specialist Hanse Distribution.

Speaking to TRBusiness Shorts from the Hanse Distribution stand at the TFWA World Exhibition (1-5 October), McGuire offered a business update on the brand.

McGuire’s previous firm Scorpio Worldwide held a licensing agreement with Aviator watches and first launched the Aviator F-series into global travel retail in 2006.

Having taken a pause due to the pandemic, the F-series is now being steadily relaunched and is available exclusively in global travel retail.

“The watch collection is for gentleman and ladies – there is a Professional collection which has stainless steel models and Japanese chronograph quartz movements, all water resistant to 10 ATM; a Retro Classic collection which is a bit more affordable and only available in travel retail; a Ladies Luxe collection; and smartwatches using next-generation technology for both gentleman and ladies.”

Ladies Luxe timepieces will begin listing onboard Lufthansa in winter 2023, with an exclusive model set to list onboard flag carrier Swiss.

Nikolas Hogrefe, Founder and Owner of Hanse Distribution, added: “I have known Stuart for so many years and admired from afar the success of Aviator watches and accessories during this time. We often discussed working on some models together, and now it is tremendous to be able to have worked together as partners on this project.

“We have had so many enquiries for the brand already, based on the historical success and strength of the brand, so are very excited for 2024 sales.”

TRBusiness Shorts is an exclusive video insights series produced in partnership with the Bluedog Group and filmed on location at the TFWA World Exhibition & Conference (1-5 October),

To watch more TRBusiness Cannes Shorts, click the links below.

Claudio Ferreira, Global Travel Retail General Manager, JTI

François Van Aal, President, Champagne Lanson

Martin MacKinnon, General Manager GTR, Accolade Wines

Jeremy Speirs, Regional Managing Director, Edrington Global Travel Retail

Vincent Boinay, General Manager Travel Retail Worldwide, L’Oréal Group

Bo Madsen, Director GTR, Anora Group

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TRBusiness Cannes Shorts: Stuart McGuire on Aviator watches relaunch

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