Luminox Watches renowned Navy SEAL watch now has a new Australian distributor
New supplier snares Luminox watches
By Aaron Weinman
The former Swatch Group managing director has established a new company to distribute Swiss watches.
Lion Brands announced it had acquired the official distribution rights of Luminox as of August 2011, offering the company’s line alongside its other brands Glycine and EDOX watches. The now defunct supplier, Swiss Patience, previously distributed Luminox nationwide.
Set to launch in time for the busy Christmas period, Graeme Goldman, managing director and co-founder of Lion is optimistic about dustributing Luminox, after its success in both the European and US markets.
“I felt there was a lack of new affordable and accessible Swiss-made watches in Australia,” Goldman said. “Being an avid collector and watch tragic, I am excited to share some of my favourite brands with the Australian consumer.”
Lion Brands is a new entrant in the Australian watch industry, representing independently owned Swiss, Italian and American watch brands. The company is the brainchild of both Goldman and his business partner, Anthony Hoffman. After a successful venture in interactive retail promotions, the pair formed Lion Brands in June this year.
“The concept for Lion Brands began to take shape in early 2011 when I made contact with Luminox HQ in Switzerland,” Goldman said. “I travelled to BaselWorld in March 2011 and met with the owners of Luminox and discussed the potential for Australia.”
Before founding Lion Brands, Goldman was the brand manager for Swatch, before taking on the mantle of managing director of The Swatch Group between 2001-2003. He worked extensively with the likes of Omega, Longines, Rado and Tissot.
In 2006, Goldman and Hoffman formed H & G Partners where they produced interactive retail promotions for the likes of Big W, Kmart and Target. In April 2010 the pair exited that business allowing for the launch of Lion.
Hoffman, an architect with over 20 years retail experience has worked with some of Australia’s most well-known retailers including Bras N Things, Diva and Forever New.
Founded in 1989, Luminox is best known for its Navy SEAL timepiece, developed in conjunction with the US Marine Corp, which sought a watch with luminescent capabilities for use during night missions.
“With Australia being a rugged outdoors and sports-mad country I felt the brand was an ideal fit with the Australian consumer,” Goldman said.
Lion’s other distributed brands, Swiss-made Glycine and EDOX - Unlike Luminox - appeal to the high-end watch consumer.
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Posted October 11, 2011