Why Istanbul Airport Tends to make Perception For Cartier’s Major Vacation Retail Boutique Opening

The biggest Cartier boutique to grace the world travel retail channel has opened at Istanbul Airport just as tourism is rebounding throughout Europe—and as Turkey woos Russians to holiday vacation there. The French brand’s amazing room, all 1,400 sq. feet of it, also has a 40-foot gold facade on an outward-experiencing corner place, building it noticeable from a distance.

Cartier has partnered with the joint enterprise of Gebr. Heinemann, Unifree Duty Cost-free and ATÜ Responsibility Totally free, to open the boutique, which sits in the airport’s luxurious watches and jewelry zone. It is flanked by Omega on just one aspect and regional jeweler Atasay, on the other.

The arrival of a Cartier retailer of this dimensions is quite a coup for Istanbul Airport. The Turkish hub presently has a swathe of top-close branded boutiques which includes Bottega Veneta, Bulgari Celine, Christian Dior, Fendi, Gucci, Hermès, Louis Vuitton, Prada and Saint Laurent in an region dubbed ‘luxury hill’.

Cartier adds more cachet. ATÜ Obligation Absolutely free CEO Ersan Arcan commented: “We regard the existence of Cartier at Istanbul Airport—one of the to start with names that comes to thoughts among elite world-wide brands—as an essential advancement for (our) boutique retailing.”

Jan Richter, Heinemann’s director of purchasing for vogue, extras watches and jewellery, included: “Cartier is one particular of the prime a few luxury makes in the planet. It stands for famous watches and jewelry that are passed down from era to era.” Legendary items involve its Tank and Santos watches the Trinity Ring developed by Louis Cartier in 1924 and the Juste Un Clou bracelet discovered in 1971 in New York. An ‘Icon Bar’ in the heart of the new retail store showcases some of the most well known items.

For today’s luxurious consumers at the airport, the item mix also contains new and modern day strains such as Clash De Cartier and modern interpretations of classics like Santos, in purchase to bring in a younger demographic. The entrance spot highlights pieces from the current selection, as effectively as leather-based goods, perfumes and sun shades.

Turkey invitations Russians in

So why choose Istanbul for its most significant airport retail outlet, and why now? The device was, in point, planned a even though back but postponed mainly because of the pandemic. Contract negotiations with Cartier had been ultimately finalized in 2021. The brand name has been actively building its presence in Turkey according to Cartier’s Turkey & Levant taking care of director Nicolas Martin, although the airport boutique makes certain visibility well over and above the region.

Fortuitously, from a income point of view, Cartier will also gain from Turkey’s choice to overlook NATO sanctions ensuing from Russia’s invasion of Ukraine, by encouraging Russians to journey to Turkey direct. Turkish Airways included much more than 300 flights to Russia before the summer according to the i newspaper.

Travelers will possible be abundant, and eager duty-free of charge purchasers. On the other hand, provided how remarkably steady the Russian economic climate has been because the war versus Ukraine broke out in February, in spite of sanctions—and with the ruble soaring again in opposition to most currencies like the Turkish lira—middle course Russians may well also be checking out the Cartier boutique at Istanbul Airport.

It is ironic that Cartier could gain in this way. The brand’s proprietor, Switzerland-based mostly luxury conglomerate Richemont—chaired by South African billionaire Johann Rupert—along with Gucci owner Kering, pulled out of the Accountable Jewelry Council in March for the reason that of its continuing ties to Russia at the time.

In Richemont’s fiscal yr 21/22 ending March, the company’s final decision to suspend commercial things to do in Russia—which accounts for a lot less that 2% of group sales—led to a destructive affect of €168 million ($169 million, now) on the company’s functioning end result.

About FY21/22, Richemont’s jewelry houses—Buccellati, Cartier and Van Cleef & Arpels— delivered what the team named “a move-improve in performance” with merged sales exceeding €11 billion. Equally Cartier’s and Van Cleef & Arpels’ performances ended up described as “outstanding”, supporting to enhance their industry management.

Back at Istanbul Airport, even without higher-investing Russians, the hub was consistently attracting worldwide passengers and growing up the airport rankings throughout the pandemic. Key nationals came from Turkey, the United Arab Emirates and Kuwait.

As a connecting gateway for Turkish Airlines, which stored a great deal of its route community open up through the Covid-19 disaster, Istanbul jumped from 14th place in 2019, to sixth in 2020 and 2nd in 2021 at the rear of Dubai Intercontinental, transporting 26.5 million travellers (all based on Airports Council Worldwide info). Past year, traffic at the airport overtook main Western European airport retail hubs like Frankfurt, Paris Charles de Gaulle, London Heathrow and Amsterdam Schiphol airports.

Luxury’s resilience

“The luxury section has established to be particularly resilient during the Covid-19 crisis,” claimed Heinemann’s Richter. “Because of the intrinsic and long lasting value of a treasured piece of jewelry, it is appealing to buyers. At Istanbul Airport, which was open up when a lot of other airports ended up closed, luxurious brand names done earlier mentioned normal.”

Not surprisingly, Heinemann is heading to go on tapping luxury’s abundant seam and as section of that strategy it is strengthening its collaboration with major luxury brand names worldwide, Cartier getting just a single example, as the lengthy list of substantial-conclusion manufacturers over implies.

Katheleen Knopf

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