Heinemann supercharges cruise retail presence

Heinemann Americas has launched a bold new cruise retail concept onboard Royal Caribbean’s Star of the Seas, delivering first-at-sea exclusives and redefining immersive shopping at sea.

With 10 retail venues onboard, the vessel features exclusive Royal Caribbean logo merchandise, fine watches and fashion jewellery, fragrances and cosmetics, as well as vintage luxury leather goods and timepieces. A standout highlight is a collection of prestige and rare spirits, crafted to surprise and captivate connoisseurs.

The beauty offer onboard Star of the Seas

The new retail offer builds on the success of Icon of the Seas, with a focus on curated exclusivity, elevated design and category innovation across four distinct store formats.

The liquor experience onboard Star of the Seas introduces several first-at-sea features, including personalised backwalls for Macallan, Hennessy and Patrón, 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 rare offerings is a bottle of Loch Lomond 50yo, one of just 100 worldwide, retailing at $34,999. The store also debuts multiple exclusive barrel programmes, such as Angel's Envy – selected by Heinemann’s team as a first-at-sea – and the rare O.F.C Bourbon 1985.

Luxury timepieces are available in branded shop-in-shop formats from Cartier, Hublot, Breitling, TAG Heuer, Longines, Rado and Norquain, a new brand for Heinemann. Swiss Crown complements the offer with a curated selection of pre-owned Rolex watches.

Cartier's shop-in-shop onboard Star of the Seas

Meanwhile, the logo merchandise store 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 – introduced on Icon and Utopia – returns with a refreshed capsule, adding a familiar and updated touch to the retail experience.

“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.”

The Collection store offers second-hand Louis Vuitton merchandise

Together with Icon of the Seas, 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.

A Rolex retailtainment experience on the seas

German duty-free operator Gebr Heinemann, through its 100% subsidiary Heinemann Americas Inc, has debuted 14 retail venues onboard Royal Caribbean International’s new ship Icon of the Seas. In a significant development, the shopping experience spans pre-loved luxury goods from leading brands Rolex and Hermès.

The stores offer an exclusive selection of Royal Caribbean branded logo merchandise, in addition to fine watches, fine and fashion jewellery, spirits, perfumes and cosmetics, and vintage luxury leather goods and watches.

Prestigious brands include Chanel in the beauty category, while Cartier and Hublot watches are being offered in a multi-brand store. This store also includes certified pre-owned Rolex. Notably, the first-at-sea Omega boutique has been introduced.

The Royal Promenade onboard Icon of the Seas

Brands new to the cruise channel include Sunday Riley, Bond No.9, Parfums de Marly, Kylie Cosmetics, Supergoop, Sol de Janeiro and Casamigos. A store offers certified pre-owned luxury handbags with exclusive models from Hermès, Louis Vuitton and others, as well as watches. Here, guests can purchase unique and rare products. The selection features a co-branded collection with US clothing label Vineyard Vines and an Icon of the Seas-exclusive Woodford Reserve whiskey.

Strategically positioned throughout the ship, the stores are found in key areas like the vibrant Royal Promenade, the picturesque Central Park and the family-friendly Surfside. These retail spaces provide guests with immersive retailtainment experiences, according to Gebr Heinemann. A team of 35 are on hand to help.

Nicolas Hoeborn, Managing Director of Heinemann Americas Inc, enthused: “We are thrilled to be able to equip this stunning ship with such a diverse and exceptional retail offering. Guests can expect a spectacular assortment and unforgettable shopping experience aboard Icon of the Seas.”

Discussing pre-owned luxury products, Hoeborn added: "Our certified pre-owned products offer luxury brands at affordable prices, great quality, variety and availability. Pre-owned luxury also makes a lot of sense from a sustainability perspective, as these products contribute to the careful use of resources."

The Central Park fine watch stores onboard Icon of the Seas

Icon of the Seas set sail on its maiden voyage from Miami to the Caribbean in January. The ship is 365 metres long and can accommodate 5,610 guests and 2,850 crew members. As a result of a 2019 tender, this is the fourth Royal Caribbean ship awarded to the travel retailer, which also operates on Wonder of the Seas, Odyssey of the Seas and Independence of the Seas.

As a result of the successful partnership that began in 2019, Icon of the Seas is the third new-build launched by Heinemann Americas since the pandemic.

“This achievement firmly cements the travel retailer’s standing as the leading expert for new-builds within the industry,” the company said.

Hublot fashions a winning strategy

I donned my Hublot Big Bang Jeans (see my previous post) for a party last night at Hublot's flagship store in London thrown by the fast-growing Swiss watch brand and Tatler magazine.

I love the way Hublot's brand owner, LVMH Group, is "fusing" (excuse the pun) the worlds of fashion and watches in its collections - and this sound approach is paying off. My mole in London's Hublot store tells me that some 30-35% of all watch sales at Hublot are to women. Women like me - with superb taste!

My favourite timepiece in the store is the Hublot Big Bang White Zebra Bang - a beautiful watch sporting a black and white calfskin strap. I want one - but can I have a calfskin face, too? I adore my Big Bang Jeans, partly because the face is covered in DSquared denim, and I just think that's so cool.

Hublot Big Bang White Zebra Bang

Denim lover

I love jeans and watches, so it was my lucky day when I learnt that Swiss watchmaker Hublot had teamed up with watch retailer extraordinaire Tina Zegg to design the limited-edition Hublot Big Bang Jeans watch.

As well as having a watch strap made from DSquared denim, the actual watch face is also covered in denim. Cool!

The watch range was exclusive to the Zegg & Cerlati watch and jewellery store in Monaco’s famous Casino Square for several months this summer before being launched further afield.

Feast your eyes on my latest obsession:

Big Bang Jeans Diamonds 41mm – a limited edition of 250 pieces

Visit Hublot's website