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Every year at the International Jewellery Fair in Sydney, the launch of new brands generates excitement among retailers and suppliers alike. | Source: DKNY

Sydney Fair: DKNY Watches ready for the big stage

Posted July 29, 2025 | By Samuel Ord

Every year at the International Jewellery Fair in Sydney, the launch of new brands generates excitement among retailers and suppliers alike.

At the upcoming event in August, Duraflex Group Australia will showcase DKNY Watches for the first time after a successful relaunch into the Australian market in January.

DKNY was founded in New York City by Donna Karan and Stephan Weiss in the early 1980s, specialising in a broad range of fashion products, including watches. Twelve months ago, discussions began between global distributor Inter Parfums and Duraflex regarding a return to the Australian and New Zealand markets.

When the new distribution agreement was announced, CEO Phil Edwards said it was an exciting prospect because of a perceived gap in the market for women’s watches at affordable prices. Six months later, Edwards tells Jeweller the brand has quickly been adopted as a favourite among local retailers.

“The re-launch of DKNY in the Australian market this year has been very well received, with more than 80 retail partners taking on the brand,” Edwards said.

"The re-launch of DKNY in the Australian market this year has been very well received, with more than 80 retail partners taking on the brand."

Phil Edwards, Duraflex Group Australia

“DKNY offers a very competitive price point, iconic designs that are on-trend and strong global brand awareness. It’s clear there was a gap in the market for ladies’ fashion watches at this price point.”

As part of the global relaunch, DKNY Watches introduced a new collection inspired by the brand’s signature NYC aesthetic. With six distinct segments — Iconic, Everyday, Logo, Evening, Urban and Active – there are more than 400 different products available in a variety of designs.

The relaunch earlier this year emphasised the increasingly important attribute of affordability, with around 80 per cent of products priced below $300, and Edwards said that new releases were sure to turn heads.

“DGA will be showcasing DKNY for the very first time at the International Jewellery Fair this year, with a strong presence unveiling the fall/winter collections,” Edwards explained.

“Additionally, there will be a significant special offer exclusive to International Jewellery Fair – visit us on the stand to learn more.”

The International Jewellery Fair will take place at Sydney’s International Convention and Exhibition Centre in Darling Harbour, beginning on 23 August.