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Duraflex Group Australia is the new local distributor for Police and Roamer watches. Image courtesy: <a href="" target="_blank">Facebook/Police Lifestyle</a>
Duraflex Group Australia is the new local distributor for Police and Roamer watches. Image courtesy: Facebook/Police Lifestyle

Duraflex expands: acquires distribution Police, Roamer watches

Duraflex Group Australia has acquired the distribution rights of two watch brands from another local supplier, and developed a new product division in the process.

From 1 August 2016, the Roamer and Police watch brands will be distributed by Duraflex Group Australia (DGA) in Australia and New Zealand.

Phil Edwards, Duraflex Group Australia managing director
Phil Edwards, Duraflex Group Australia managing director

DGA takes the reigns from Moda Group, which had been distributing Roamer and Police since 2010 and 2011, respectively.

According to a statement released by DGA, the two businesses will temporarily work together with the aim of ensuring a smooth transition for existing stockists and that all current agreements are maintained.

Commenting on the change in distribution, Moda Group managing director Trent McKean said: “Police and Roamer both do very well in the local market, and the move is an amicable arrangement between all companies involved. Moda Group has decided to focus on its core business in the corporate sector.

“At the same time DGA as a multi-brand distribution company with a large sales and merchandising team is ideally suited to distribute Police and Roamer in Australia and New Zealand.”

DGA also announced the establishment of a specific watch division for the management of Police and Roamer as well as the supplier’s existing brands Sekonda, Hirsch and Duraflex watchbands.


Jeff Rennie has been appointed sales manager of the new division after having worked for Moda Group since January 2013.

“With the formation of our watch division and handover of the Police and Roamer brands to DGA, we are further expanding not only our product offering but also our customer base, working with many new retail partners within the already established network,” DGA managing director Phil Edwards said. 

“All current agreements will be honoured and as DGA has an extensive sales team on the road, the retail stockists will see an increase with in-store sales, service and assistance.”

Thinking ahead

In addition, Edwards said plans were in place to expand the watch division by acquiring other watch brands.


“DGA will continue to look to widen its distribution network further moving forward with new brands and we expect with the current introduction of the watch division will set the platform for ongoing growth and development,” he explained.

Watches are part of DGA’s heritage, having begun trading in 1962 as a supplier of watches and watchbands. The business has moved into the jewellery category over the years and is a distributor for Thomas Sabo, Nikki Lissoni and Argenta.

Police and Roamer will be exhibited alongside the existing DGA watch and jewellery brands at the upcoming International Jewellery Fair in Sydney.

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Monday, 16 December, 2019 10:09pm
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