As the General Manager of Adina, a proud Australian watch brand, I recently had the opportunity to visit one of Australia’s most prestigious shopping destinations: Pacific Fair on the Gold Coast. This renowned shopping centre is home to a dazzling array of high-end global brands, and it was an absolute privilege to see our watches displayed proudly in such a prestigious setting. Our long-term partner, Le Gassick Collections, showcases our timepieces in this remarkable location, and it was a truly humbling experience to see Adina among the best.
Walking down the luxurious boulevard lined with some of the world’s most famous watch brands, I was reminded of the immense competition we face in this space. Many of these global giants boast multimillion-dollar marketing budgets and massive international exposure. So, what sets us apart from these heavyweights? In my opinion, it comes down to authenticity and the story behind our brand.
Craftsmanship with a Personal Touch
Adina watches are not just products; they’re a reflection of our passion and commitment to quality. Founded in Brisbane over 50 years ago, Adina has stayed true to its roots—crafting timepieces in Australia with an unwavering focus on precision, durability and timeless design. We take great pride in being one of the few remaining Australian watch brands and the list gets even shorter when say we that still hand-build every watch. It is this meticulous craftsmanship, combined with decades of expertise, that truly sets us apart.
I’ll admit, I’m biased. But I believe that if given the chance, our Brisbane-made watches—crafted with exceptional care, attention to detail, and a rich legacy—will win the day. When you invest in an Adina watch, you are not simply purchasing a timepiece. You are embracing a piece of Australian history, a product of dedication and integrity that’s been honed over decades.
Crafted to Last and Perform
Of course, it is a given that a good watch must look fantastic and perform. Granted that’s where Adina truly shines. But what truly separates Adina from other brands is the quality that goes into every detail. Our watches are built to last, designed for those who appreciate the finer things in life without the need for flashy branding or over-the-top advertising campaigns.
We carefully select the finest materials for our watches—stainless steel, sapphire glass, premium leather straps, and Swiss-Made movements—all carefully assembled by hand to ensure precision and reliability. Our case designs, which are the hallmark of the Adina collection, are meticulously crafted to create a watch that feels both durable and refined. Each piece that leaves our workshop carries with it not just a commitment to quality, but a piece of the story of Australian watchmaking.
Navigating the Modern Luxury Watch Market
The watch industry today is incredibly competitive, with global players using enormous budgets to secure their place in the market. There is no denying the sheer volume of advertising and influencer-driven campaigns that dominate our social media feeds. But despite this, I have always believed that true luxury is not about a flashy logo or the latest trend. It is about authenticity, reliability, and heritage.
In a world where consumers are bombarded with marketing noise, there’s something refreshing about the genuine story of a brand. Our customers don’t buy Adina watches because of a celebrity endorsement or a flashy advertising campaign—they choose us because they know they are getting a product that has been built with integrity, a product that has stood the test of time. We may not have the massive marketing budgets of the global giants, but we offer something far more valuable: authenticity and an unmatched commitment to quality.
Looking to the Future
As I walked through the stunning boulevard at Pacific Fair, surrounded by the world’s best luxury watch brands, I couldn’t help but feel incredibly proud of where Adina is today. We may be a smaller player in the global watch market, but we have something that many don’t. Authenticity, passion, and a commitment to excellence.
We don’t just want to sell you a watch—we want to create legacy, a piece of Australian heritage that you can pass down for generations. When you buy an Adina, you’re not just buying a watch. You’re buying into the story of a brand that has been crafting watches for decades with the highest levels of care and precision. We will continue to grow, evolve, and innovate while staying true to the values that have made us who we are.
To our loyal customers who have supported us over the years, thank you for believing in the story behind our watches. And to those who may be discovering us for the first time, I encourage you to experience the difference that authenticity makes. We are proud of the watches we craft and the story we tell, and we are excited for what is yet to come.
