At Adina Watches, we have always taken pride in doing things a little differently. As a multi-award-winning Australian watch manufacturer, we’ve spent over five decades crafting precision timepieces that not only reflect the heart and soul of Australian craftsmanship but also support the independent retail sector—something that we believe has been key to our long-term success. While some retailers may feel pressured to carry global brands to remain competitive, we stand by Adina Watches’ Commitment to Australian Retailers in the independent channel, where we’ve seen firsthand how strong, lasting relationships with local businesses create positive outcomes for everyone involved: the retailer, the consumer, and us, the manufacturer.
The truth is, the watch industry is changing. In recent years, globalisation and the rise of chain stores have reshaped the retail landscape. But here at Adina, we have deliberately resisted the temptation to sell our watches through the chain store channel. We’ve chosen to partner exclusively with independent retailers, those who provide the personalised service and expertise that global giants often can’t match. This approach has allowed us to remain focused on the values that we believe in—quality, craftsmanship, and fostering strong local partnerships.
Why does Adina stand firm on this decision? It’s because we know the independent channel offers a unique value proposition for both retailers and consumers alike.
A Point of Difference
One of the most significant advantages of the independent retail sector is the point of difference it provides. Independent jewellers and watch retailers are typically not bogged down by the constraints that come with carrying a large number of global brands. They have the freedom to curate their product selection, offering a tailored range of watches that truly reflect their expertise and the needs of their customers. This level of curation is something chain stores, with their large inventory and limited ability to offer personal service, often struggle to provide.
Consumers today want more than just a product; they’re seeking an experience. They’re looking for a retailer who can guide them through the selection process, offering expert advice and personalised recommendations. When a customer walks into an independent jeweller’s store and is greeted by a knowledgeable sales associate who can speak in-depth about the craftsmanship, history, and unique features of an Adina timepiece, that customer is more likely to make a purchase based on trust and expertise, not just price.
The Competitive Edge Without the Price Wars
There’s a common misconception among some retailers that to stay competitive, they must carry the same global brands that are sold in chain stores. While it’s true that these brands may have larger marketing budgets or international recognition, they also come with a major downside: price competition. Chain stores, due to their size and buying power, often sell watches for less than the price at which independent retailers can acquire them. This creates a situation where independent jewellers find themselves in a race to the bottom, unable to match the lower prices of larger retailers and ultimately forced to sacrifice their margins.
This is where Adina’s model stands out. By focusing exclusively on the independent channel, we empower retailers to offer a high-quality product that doesn’t need to compete on price. Our watches are built to last, with Australian families in mind, and we’ve created a range of timepieces that offer value beyond just the price tag. We have found that when independent retailers commit to Adina and stock a comprehensive range of our watches, it leads to better outcomes for everyone involved. Customers are more likely to see the value in a premium Australian-made product, and the retailer benefits from higher margins, thanks to our carefully considered pricing structure.
In turn, this ensures that the money stays in Australia, supporting local businesses and families. At Adina, we’re proud to be a part of this cycle, where Australian retailers can thrive, Australian consumers can access world-class timepieces, and Australian families benefit from the economic activity generated by these strong local partnerships.
A Long-Term Commitment to the Independent Retail Sector
We’ve spent decades cultivating relationships with independent retailers who share our passion for quality, service, and craftsmanship. These retailers are not just our partners—they’re an extension of our brand and our family. Together, we’ve seen the tangible benefits of sticking to a strategy that prioritises service over mass-market sales, expertise over price wars, and long-term relationships over short-term gains.
When you choose Adina, you’re not just buying a watch. You’re supporting an Australian brand that is dedicated to helping local retailers flourish. You’re choosing quality over quantity, and you’re trusting an expert who can guide you through your purchase and ensure you get the timepiece that’s perfect for your needs.
As we look to the future, we remain committed to the independent channel, confident that it is the path that offers the greatest value for all involved. We’ve seen firsthand the positive outcomes that result when retailers believe in our product and when customers trust in their advice. At Adina, it’s not just about selling watches—it’s about building lasting partnerships and ensuring that the Australian watchmaking industry continues to thrive.
So, the next time you visit your local independent jeweller, remember that by choosing Adina, you’re supporting a brand that’s dedicated to keeping the money—and the craftsmanship—here in Australia, where it belongs. All highlighting Adina Watches’ Commitment to Australian Retailers.
