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Duraflex Group Australia will distribute TW Steel in Australia and New Zealand. Image courtesy: <a href="http://bit.ly/2u32KRV" target="_blank">Facebook/TW Steel Watches</a>
Duraflex Group Australia will distribute TW Steel in Australia and New Zealand. Image courtesy: Facebook/TW Steel Watches

Duraflex secures TW Steel distribution

Duraflex Group Australia (DGA) has acquired the distribution rights to TW Steel in Australia and New Zealand, marking a significant change in strategy for the watch brand.
Scott Patchett, DGA general manager
Scott Patchett, DGA general manager

Effective immediately, TW Steel will be distributed by DGA in the local market with the Dutch brand’s wholly owned Australian subsidiary to close. The Sydney-based subsidiary was established in 2009 and has, until the recent announcement, been responsible for the product locally.

A DGA statement confirmed that a smooth transition for existing stockists – there are more than 150 – would be achieved by working closely with TW Steel International. It added that all current agreements would be maintained.

“DGA is committed to providing high-quality, first-class service, ensuring fast and efficient deliveries whilst also honouring warranties on existing product in the marketplace,” the statement read.

DGA general manager Scott Patchett, who was former TW Steel Australia managing director and Asia chief operating officer before joining DGA, said there were plans to increase TW Steel’s presence across Australia and New Zealand via the supplier’s “extensive network” of more than 1,000 retail stockists.

“The addition of TW Steel to our watch division is another important development for the planned growth of our business as a leading multi-branded distribution company,” Patchett added. 

Watch focus

As previously reported by Jeweller, DGA developed a specific watch division in August 2016 after securing the distribution for Police, Roamer and Jag. These brands joined the supplier’s existing portfolio, which included Sekonda, Hirsch and Duraflex Watch Bands.

Jordy Cobelens, TW Steel founder and CEO
Jordy Cobelens, TW Steel founder and CEO

Patchett said TW Steel complemented the supplier’s watch division and was a valuable addition for several reasons such as the range’s unique point of difference and strong association with motorsport – the brand is the official timekeeping partner for the Red Bull Holden Racing Team.

Former TW Steel Australia general manager Cordelia Cuddington has been appointed DGA brand director for the range.

According to the watch brand’s founder and CEO, Jordy Cobelens, the new deal was integral to the expansion strategy for Australia and New Zealand.

“We are very excited to be partnering with Duraflex to expand and grow the brand further in the Australian and New Zealand marketplace," he said. “I am looking forward to working with Scott again and with Cordelia’s experience to ensure the success of this partnership.”

TW Steel was founded by Cobelens and his father Ton Cobelens in 2005.

In addition to supplying watches, DGA distributes jewellery ranges including Thomas Sabo, Nikki Lissoni and Engelsrufer.

The TW Steel range will be introduced to local retailers at the DGA roadshow-style events, which will be held from 31 July to 2 August in Sydney and 7 to 8 August in Melbourne, as well as the International Jewellery Fair at the end of August.

TW Steel is timekeeping partner for the Red Bull Holden Racing Team
TW Steel is timekeeping partner for the Red Bull Holden Racing Team
TW Steel has a strong affiliation with motorsport
TW Steel has a strong affiliation with motorsport

More reading
Duraflex expands: acquires distribution Police, Roamer watches
Duraflex wins Jag watch tender











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Saturday, 25 January, 2020 05:17pm
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