At 55 years old, Adina Watches has learned a simple truth: standing still is not an option. As the second-generation leader of this proudly Australian, family-owned business, I’ve had a front-row seat to the many evolutions that have kept us relevant. From the quartz revolution to the rise of smartwatches, and now, the relentless pace of digital and social change.
Watchmaking is, at its heart, a craft built on precision, patience, and tradition. But surviving and thriving requires something more. The willingness to adapt without losing your identity. That balancing act, in my opinion, has defined Adina for decades.
The Evolution of the Marketplace
Today, the marketplace looks very different to the one my Dad built this business in. Social media drives trends at lightning speed. Technology reshapes consumer expectations almost overnight. And attention spans are shorter than ever. For a heritage brand, that could be intimidating. Instead, we’ve chosen to see it as an opportunity.
One of the most exciting chapters in our recent journey has been the growth of our bespoke corporate watch division. Increasingly, Australian organisations are looking for meaningful, lasting ways to celebrate milestones. Whether that’s decades in business, major project completions, or recognising employee loyalty. A custom-designed Adina watch offers something unique. A tangible, enduring symbol of achievement.
We’ve had the privilege of working with incredible organisations like Hutchinson Builders, Aurizon, Queensland Rail, Bundaberg Brewed Drinks, Haymes Paint, Bellwether, G3 Engineering, and the Anglican Church Grammar School (Churchie) to name but a few. Each project tells a story. A story of people, of perseverance and of shared success.
The Challenge
The challenge, however, lies in finding and connecting with these organisations in today’s crowded, digital-first environment. Today’s environment requires a new toolkit. That’s where our latest evolution comes in. The adoption of an AI agentic team.
Rather than relying on a single AI tool, we’ve embraced a collaborative network of specialised AI agents. Think of it as a digital team working alongside our human one. Each agent has a role, researching industries, identifying potential partners, analysing engagement patterns, or crafting tailored outreach strategies. Together, they operate using a “divide and conquer” approach, sharing insights and learning continuously.
What makes this powerful is not just automation, it’s coordination. These agents don’t simply execute tasks; they reason, adapt, and improve. They help us uncover opportunities we might otherwise miss, particularly in sectors where bespoke recognition programs are gaining traction.
Genuine Connections & Shared Values
Most importantly, this isn’t about replacing the human touch that has always defined Adina. It’s about enhancing it. The AI team opens doors. Our people walk through them. The conversations, relationships, and trust are still built the old-fashioned way, through genuine connection and shared values.
The results have been encouraging. We’re seeing stronger engagement, more meaningful conversations, and ultimately, more organisations choosing Adina to mark their most important moments. It’s a clear sign that tradition and technology don’t have to be at odds. They can, in fact, amplify each other.
A New Leader for Our Corporate Sector
This new chapter is also marked by the return of someone very important to our story. Chris Andersen. Many of our retail partners will remember Chris from his years on the road, building relationships face-to-face across the country. After stepping away to challenge himself elsewhere, it’s incredibly special to welcome him back. This time, leading the development of our corporate sector.
Chris brings not only experience, but perspective. His journey has shaped a deep appreciation for resilience, connection, and purpose. All qualities that align perfectly with what our bespoke watch program represents. Having him at the helm of this division feels like both a homecoming and a new beginning.
Double Commitment
Looking ahead, I’m energised by what’s possible. We remain committed to crafting watches that are built to last, right here in Australia. But we’re equally committed to evolving how we share that story, leveraging tools like AI to ensure it reaches the right people, in the right way, at the right time.
Fifty-five years in business is something we’re proud of. But it’s not a finish line. It’s a foundation. With a blend of heritage craftsmanship, innovative thinking, and a growing team. Both human and AI, we’re confident that Adina Watches will continue to mark time in meaningful ways for generations to come.
