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Company profile
Adina is Australia's only watch brand that designs and assembles its complete watch collection here in Australia.
The brand was started in 1971 by watchmaker and current managing director Bob Menzies in response to demand for watches that would with stand the rigors of the Australian way of life.
The brand has grown from 3 models in the collection to over 600 with 20 employees, over 50% of whom are watchmakers or watchmakers apprentices., Whilst being sold in Approx 1000 retail outlets.
Current Business Activities
Adina has three major divisions within the company sucessfully competing in a diverse range of watch related ventures.
WATCH DIVISION
Adina is producing in excess of 60,000 watches per annum under the Adina brand. All are designed and hand finished in its Brisbane factory.
Two years ago in response to the large diversity offered offered beneath the Adina label, it was decided to divide the brand into 7 sub brands that reflect different niches in the retail watch market.
Countrymaster
A robustly constructed Stainless steel watch which is water resistant. Targeted squarely at the person on the land or tradesperson. |
Forever
Dazzling diamonds and exquisite bracelets fused into unforgettable moment of wearing pleasure |
Kensington
Classical designs never date as is the aim with these men's and women's dress watches.
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Flaire
Vibrant designs which dare the fashion conscious to change regularly. This segment is often budget conscious.
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Every day
Practical affordable timepieces for every day living |
Oceaneer
Men's and women's 100 metre water resistant watches constructed from marine grade steel. Not just practical but stylish as well suiting someone who wears one watch 90% of the time, even in the shower. |
Nurse
Practical robust yet stylish tunic hung watches makes Adina's Nurse line 'the carers choice' |
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Components
Every component of each Adina watch no matter where they fit in our collection is constructed of the finest material sourced the world over. At a glance most Adina watches comprise of eight separate components from 5 different countries. All of Adinas suppliers are suppling many of the worlds renowned brands.
CLOCK DIVISION
The clock division comprises of the 3 distict sectors.
- Quartz wall and mantle clocks
- Mechanical Grandfather, wall and mantle clocks
- Government and corporate logo wall clocks
The quartz portion of the retail sector is served by a vast array of styles and price points all retailing below $300. Every style of home and office is represented here through being conservative or quite flamboyant.
Mechanical clocks (clocks that must be wound) appealing to traditionalist and the top end of the clock market are well served by any of the all timber wall chimers, mantle chimers or grandfather clocks. All are powered by the famous German clock maker Hermle & Sohn movements.
The government and corporate sector is supplied with logoed or non logoed on wall clocks for any indoor use in a variety of sizes and finishes in a multitude of price points.For instance it's more than likely if you are sitting a test the University of Qld you will be looking at an Adina clock.
WATCH BAND DIVISION
Watch bands make up the 3 rd district division under the Adina banner. Our aim is to supply quality after market PU straps, leather straps and bracelets for most watch brands, enabling retailers to provide a full spectrum of "Adina" products to the retail market.
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