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Duraflex Group Australia signed an exclusove distribution deal with Jag following a “significant” tender process
Duraflex Group Australia signed an exclusove distribution deal with Jag following a “significant” tender process

Duraflex wins Jag watch tender

Duraflex Group Australia has added another brand to its stable in the space of two weeks after securing the distribution rights for Jag watches.

The exclusive distribution deal came into effect 16 August, with Duraflex Group Australia (DGA) acquiring more than 400 existing Jag retail stockists in Australia and New Zealand.

Jag watches was previously supplied by Time Essentials, which entered administration on 20 June 2016.

According to DGA managing director Phil Edwards, the agreement was finalised following a “significant” tender process involving numerous other contenders and several weeks of discussion with APG & Co, the parent company of Jag.

“The discussion and process to move forward was detailed and lengthy to ensure the correct alignment for the brand and longevity,” Edwards said. “Further, to ensure all existing retail partners’ interests where maintained.”

The news comes after DGA announced it had secured the distribution rights to Police and Roamer watches along with developing a new watch division on 2 August.

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

Two days later, the supplier also revealed it had become the local distributor for French customisable bangle range, Les Georgettes.

New opportunity

Edwards said the Jag offering was a good complement to DGA’s other watch brands, including Sekonda, Hirsch and Duraflex watch bands. He added Jag watches were “non-conflicting” and had a different price-point.

“It [Jag] expands and complements the establishment of a specific watch division within the business,” he explained.

When asked whether new designs would be available in time for the International Jewellery Fair (IJF) in Sydney, Edwards said: “We are trying to have new samples available for the trade fair and even at this late stage it is still work in progress.”

More new brands

Duraflex isn’t the only supplier with new ranges to display at the Sydney fair, with several other exhibitors making debuts at the show.

Fabuleux Vous has secured the distribution rights for collections by two New Zealand-based jewellers: Marc Bendall and Steve Haywood. 

Watch supplier West End Collection will introduce Olivia Burton, Mockberg and SuperDry at the three-day event, while another watch distributor, Hipp, will give Dutch watch ranges Dukudu and Oozoo Timepieces their Sydney fair debuts.

In addition, Aztec Gold & Silver has secured the distribution rights of Spanish jewellery line Joid’art, which will be unveiled at the show.

According to IJF organiser Expertise Events, there were close to 30 first-time exhibitors at the 2016 event including US-based diamond jewellery manufacturer SK Diamonds, sterling silver jewellery business Avoj, German-based Ehinger-Schwarz and Shillcombe, which specialises in crystal products from Sweden.

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


New brands on display 

Marc Bendall, Fabuleux Vous
Marc Bendall, Fabuleux Vous
Mockberg, West End Collection
Mockberg, West End Collection
Dukudu, Hipp
Dukudu, Hipp

More reading
Duraflex expands: acquires distribution Police, Roamer watches
Duraflex acquires another ‘personalised’ jewellery brand
Time Essentials placed in administration

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Wednesday, 11 December, 2019 01:13am
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