An exciting partnership with Noosa Longboards has set Adina Watches on a trajectory with another iconic Australian brand. Once again, two worlds collide. The ensuing collaboration has seen a Surf, Aloha, and Rock ‘n’ Roll culture woven into two classic Adina wristwatches.
Queensland iconic Noosa Longboards started beside the river in Noosaville in 1994. At the beginning of the longboard renaissance in Australia.
As family business, against all advice from bankers, locals, and just about anybody with an opinion, Noosa Longboards took the plunge. They moved and set up shop on the world-famous Hastings Street. No one imagined that this small family business could take on the financial might of the world’s multinational brands – but they were wrong! Thirty-six years later the Noosa Longboards store is considered a local icon – a surf lifestyle emporium for all.
With a proud history that in many ways mirrored our own here at Adina Watches, we found a natural fit. Our pedigree in water proof watches would certainly put us in good stead as we began the journey to create a lifestyle surf watch for Noosa Longboards. The brief from father and son duo, Michael and Ash Holmes, was very simple: a classical yet robust watch that is fun to wear. In other words, “A piece of Noosa on your wrist, wherever you are!”
“A piece of Noosa on your wrist, wherever you are!”
The smaller model is built around the Noosa Longboards “classic” logo, whilst the 42mm is emblazoned with the Noosa Longboards “Hex” logo, which gives a bold garage feel to the watch.
Each watch has been crafted from cold stamped, marine grade stainless steel with simple classical lines. These two watches have been designed to be worn everyday, therefore 100m rated. Each model employs a classic flat matt black background on the dial with simple luminous numbers to ensure easy reading and high visibility in day and night.
A highly scratch resistant sapphire crystal was a must as was the ability to personalise the watch further, through strap interchangeability. Each watch comes complete with two extra straps in its signature vintage traveling trunk.
As Michael said to me before we began this journey “Every time the owner of a Noosa Longboards Adina watch checks the time, I want them to feel the sand of Noosa between their toes!”