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The latest Alfex watch range, said to offer styles not traditionally associated with the brand, will be unveiled at the Sydney jewellery fair
The latest Alfex watch range, said to offer styles not traditionally associated with the brand, will be unveiled at the Sydney jewellery fair

Alfex watches receive Australian relaunch

Swiss watch brand Alfex is set to undergo a relaunch in Australia, complete with a new local supplier, service centre and product range.

AJ Watch Repairs has secured an exclusive distribution deal with the Swiss company and will also act as the service and repair centre for the timepieces in local market.

Aflex has previously been distributed locally by several suppliers – the most recent being Lion Brands.

AJ Watch Repairs national brand manager Krzysztof Jakubaszek explained that although Alfex had been available in some capacity within the Australian market for several years, the latest agreement ensured the brand would be reintroduced with the “full backing” of the Swiss company and the kind of sales and service support “expected from a Swiss brand”.

Jakubaszek added he was confident the supplier could successfully represent the watch range; especially given it had in-house watchmakers.

“Along with the other brands we are currently distributing like Tacs and Akteo, this is not a quick dash for cash,” he said. “We are here for the long haul to establish a long-lasting relationship with consumers and most importantly with the retailers.

Krzysztof Jakubaszek, AJ Watch Repairs national brand manager
Krzysztof Jakubaszek, AJ Watch Repairs national brand manager

“As watchmakers we understand the frustrations of customers dealing with secretaries and managers who sometimes can't explain why something has to be done. By speaking to a watchmaker, we streamline the system to get the information to the customer in a quicker timeframe, reducing frustration and promoting understanding of why a repair needs to be done and at the same time justifying the cost to the customer.”

Service centre

Commenting further on the importance of offering local watchmaking services, Jakubaszek said he planned to expand this area of the business over the next few years in an effort to safeguard watchmaking in Australia. He hoped other businesses would do the same.

“We have qualified people in this country who are more than capable of doing the same jobs as the overseas service centres,” Jakubaszek stated.

“So why send the items overseas for repairs? Having local service centres means that the timepiece can be repaired in a shorter timeframe that doesn't require it to traverse multiple time zones, thus wiping out additional postage costs, insurance and long waiting times.”

Jakubaszek confirmed the service centre would not be available for watches purchased on the internet.

The latest Alfex watch range, which is said to offer styles not traditionally associated with the brand such as a smartwatch and fashion timepieces, will be unveiled at the International Jewellery Fair (IJF).

The IJF will take place at Sydney Exhibition Centre @ Glebe Island from Saturday 27 August to Monday 29 August.

 

The range







 




















Saturday, 21 October, 2017 07:40pm
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