VMH Swiss Will Debut Luxury Brands in Cannes
The company will unveil its Mettler 1929 and Victoria 1905 skincare lines at the TFWA World Exhibition next week.
Updated on Sept. 26, 2026 in Travel — General
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VMH Swiss is set to introduce the Mettler 1929 and Victoria 1905 skincare brands to the global travel retail market. The official launch will take place on September 28, 2026, at the TFWA World Exhibition in Cannes.
Why it matters
Travel retail serves as a critical global showcase and brand-building channel for premium companies. By offering exclusive product sets, VMH Swiss aims to attract shoppers looking for unique items amid fluctuating airport footfall.
Data shows that two-thirds of duty-free buyers now actively seek exclusive products. Self-purchase rates in the sector have grown to 59% as of 2026, up from the mid-40% range recorded in 2016.
The players
VMH Swiss
This company is a skincare brand owner specializing in international distribution and retail strategy.
TFWA
This is a global industry organization that facilitates the Tax Free World Association World Exhibition.
The details
VMH Swiss is deploying curated, travel-exclusive assortments for both brands that highlight their heritage in Switzerland and the Nordics. While Mettler 1929 is already established in China duty-free retail, this expansion broadens the company's international footprint.
Timeline
The duty-free self-purchase rate sat in the mid-40% range in 2016.
The self-purchase rate reached 59% by 2026.
The TFWA World Exhibition launch event is scheduled for September 28, 2026.
Travel Outlook
The push into travel retail follows the historical pattern established by the TFWA World Exhibition as the premier venue for industry expansion. This move signals a broader shift in how luxury brands prioritize duty-free channels to capture the increasing volume of self-purchasing travelers.
Travelers should expect to see new exclusive skincare sets appearing in international duty-free shops following the September 28 event. These curated assortments are designed to offer products not available through traditional retail channels.
The takeaway
The growth in self-purchasing indicates that travelers are increasingly using duty-free outlets as primary destinations rather than just for gifts. Consumers can capitalize on these trends by researching brand-specific travel exclusives before heading to the airport.
Further reading
For more on international shopping trends, visit Travel — General.
Live Poll
Do you prioritize exclusive products over standard offerings when shopping in duty-free stores?
