Bahrain Duty Free has unveiled the latest addition to its upgraded departures retail outlet at Bahrain International Airport, with the opening of a dedicated premium watches boutique.

The 64 sqm space, which enjoys a prominent location on the main passenger promenade, is home to an exciting selection of international brands specifically chosen to appeal to both a travelling audience and collectors of luxury timepieces alike. Brands on display include Rolex, Omega, Breitling, Hublot, Tudor, Tag Heuer, Longines, and Raymond Weil.

The store officially opened on Monday (January 16) with a ribbon cutting ceremony led by Bahrain Duty Free general manager Bassam Al Wardi and Bahrain Airport Company CEO Mohammed Al Binfalah.

“We continue to focus on enhancing the experience received by our customers in everything we do, and quality is a key pillar of Bahrain Duty Free operations. The addition of a dedicated personalised section for premium timepieces adds immensely to the value to the departures concourse offering,” said Al Wardi.

Commenting on the newest addition, Mohammed Al BinFalah, chief executive officer of Bahrain Airport Company, said: “Bahrain Airport Company is proud of its association over the years with Bahrain Duty Free and are extremely pleased with the addition of this exciting premium watch store area. It is testament to Bahrain Duty Free continued efforts in contribute substantially to the passenger experience at Bahrain International Airport.”

According to Deloitte’s Global Powers of Luxury Goods 2016 report, the travel retail channel currently accounts for around 40 per cent of total global sector spend, and with positive growth forecasts for international air traffic through to 2020 and beyond, luxury goods are retaining purchase appeal within the duty free trading environment.

“Luxury very much has its place at Bahrain Duty Free, and by showcasing the most sought after watch brands, we are fulfilling our commitment to delivering simply better retail experience to our customers at Bahrain International Airport,” remarked Al Wardi. The design of the new space combines sleek contemporary lines with a warm, inviting colour palette, which is designed to enhance the individual brand presence of the various watchmakers as well as support the customer journey through the departures retail experience.

High-tech digital screens are also strategically located at the entrance to enhance brand visibility and enhance the retail environment.

This latest opening follows on the heels of the success of the Q3 2016 departures concourse launch of Aer Rianta International’s award winning Candy Cloud confectionery concept and the Q4 unveiling of the Middle East’s first Johnnie Walker House.

Al Wardi confirmed that the 1,500-sq-m phased upgrading of the departures retail area is in its final stages with the existing confectionery section set to be completed in Q1 2017.