Ed Hardy Watches unaffected by administration

3.2 k views | Posted August 24, 2010 | By Lorna Goodyer

The Australian distributor of Ed Hardy Watches has insisted that the business will not be affected by the collapse of the brand’s Australian clothing stores.

Just weeks after Jeweller revealed that the high-profile Californian brand was taking its first steps into the Australian watch market, Ed Hardy Australia – the brand’s Australian clothing store division – entered administration.

John Rose, director of Silvercove Australia, which holds the watch distribution licence in this country, said Silvercove was “not related in any way to the operations of Ed Hardy Australia,” which is also under license from the US company.

“Ed Hardy Watches are still being launched at the International Jewellery Fair in Sydney and we continue to see record sales of the watches in the retailers that have taken on the brand early,” he said.

Rose added, “Ed Hardy International continues to become stronger and larger day by day as the brand continues to grow on an international scale.”

Ed Hardy is a high-profile streetwear fashion, jewellery and watch brand from Christian Audigier, the French designer who was the driving force behind celebrity fashion label Von Dutch. ??The Hollywood-based watch brand has a celebrity following from stars including David Beckham, Madonna and Heidi Klum. Ed Hardy, the man, is a legendary tattoo artist widely credited with transforming the tattoo industry, whose work is influenced by surf and street culture, as well as Japanese art.

Deloitte partner Simon Wallace-Smith, who is joint administrator for the Ed Hardy Australia clothing company, said the business had suffered from a slowdown in sales and competition in the retail industry.

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