Turning the Page: Adina’s Leap into the Future with a New CRM and ERP
After over 50 years of watchmaking in Australia, you’ve learned a few things about time—how to measure it, appreciate it, and most importantly, not waste it. At Adina, where we’ve been making watches since 1971, every second counts. That’s why this year marked an exciting new chapter: we said farewell to our faithful but very outdated 33-year-old DOS-based system and welcomed a brand-new CRM and ERP.
To say it was overdue would be an understatement. Our old system had served us well. It was built at a time when mobile phones were still briefcase-sized and the internet was just a whisper. However, as Adina grew and the watch industry evolved, it became increasingly clear that we needed a digital foundation that could keep pace with our ambitions. For a family business like ours—where speed, accuracy, and adaptability are critical—modernisation wasn’t just a good idea. It was a priority.
And we are so glad we made the leap!
A Game-Changer for Workflow
One of the most immediate and noticeable improvements we’ve seen is in our overall workflow. What used to be a series of clunky, manual processes is now seamless and connected. Tasks that previously took multiple steps—often with handwritten notes or phone calls between departments—are now integrated into one smooth system.
Everything talks with everything else. From production to dispatch, our teams now have better visibility and control over each step in the process. It’s like switching from a bicycle to a high-performance vehicle—still getting you where you need to go, but much faster and more easily.
Invoicing, Simplified
Another significant improvement has been in invoicing. In the past, it could feel like a juggling act, with different files and ledgers needing to be aligned before we could issue an accurate invoice. Now? A few clicks, and it’s done. The new system generates clear, accurate invoices in real time, emailed directly to our retailers, saving us hours each week and giving us greater peace of mind that everything is spot on.
For a business that ships watches across Australia and beyond, this new level of efficiency isn’t just convenient—it’s transformative.
Precision in Component Tracking
We are proud that every Adina watch is assembled by hand right here in Australia. But that level of craftsmanship requires absolute precision in managing components—from sapphire crystals and Swiss movements to tiny screws and cases.
With our new ERP in place, we can now track every component across our supply chain in real-time. We know what’s in stock, what’s on the way, and what’s needed for upcoming builds. This means fewer delays, less waste, and a more responsive approach to production planning. It’s a massive win for our workshop team—and for our customers.
Empowering Our Sales Team
The benefits haven’t stopped at the factory floor. Our sales team is now equipped with a CRM that provides a clear, up-to-date view of orders, customer history, and product availability. That means faster responses, better service, and smarter recommendations. They can input orders on the go, check what’s trending, and even forecast stock needs—all from one central platform. For a brand with loyal stockists across Australia and an ever-growing online customer base, this has been a real game-changer.
Smarter Decisions, Backed by Data
Perhaps the most exciting part of this transformation is the access to real-time data. We can now track which models are trending up, which are falling off, and where demand is shifting. These insights allow us to make faster, better-informed decisions about production, marketing, and product development.
In the past, it might have taken weeks to gather and interpret this kind of data—if we could access it at all. Now, it’s available instantly, and we are using it to shape the future of our business.
Honouring the Past, Building the Future
There’s a certain nostalgia in saying goodbye to a system that had been with us for more than three decades. It was part of the fabric of Adina, and for a long time, it served us faithfully. But standing still in our industry simply isn’t an option.
As a second-generation watchmaker, I feel a deep responsibility to honour the legacy my father began in 1971. That means staying true to our values of quality, craftsmanship, and service—but also having the courage to evolve, to invest, and to innovate.
With this new system in place, we’re more agile, more efficient, and more connected than ever before. It is not just about technology—it’s about giving our team the tools to do their best work, and ensuring our customers receive the very best experience from an Australian family brand that is proud to still be building watches right here at home.
This article is a shout-out to Lauren and Paul, who did the heavy lifting bringing this amazing transformation to life, and now we have turned the page on a big chapter—and we are ready for what comes next.
Post by Grant Menzies, Second Generation Leader at Adina Watches
