The Queensland-based watch company invited retailers to pose with two polocrosse horses to announce its partnership with the Polocrosse World Cup 2019.
Dubbing its role as the official timekeeper of the event, Adina Watches general manager Grant Menzies said the horses’ presence created quite a spectacle.
“The announcement was a few weeks ago to the national media, but we kept it under wraps in the trade as much as we could with the view to make an impact at this year’s International Jewellery Fair. The hope was to create a bit of novel excitement and some theatre at the Fair. I feel we certainly achieved that,” he said.
The company had originally been in negotiations focused around the Polocrosse organisation purchasing custom-made watches for the event. But Menzies said as the deal unfolded it was “a perfect fit” and “to secure the naming rights of a World Championships is a real coup for Adina.”
“Watch manufacturers have always been heavily involved in sport, as is so often the case the difference between winning and losing can come down to a hundredth of a second. It is having the ability to time these events where the real prestige lies,” he said.
“For us the prestige is not only having the ability to time an event, but to find a sport that is solid fit for our brand and one which adds real value to who we are. The Polocrosse World Cup does exactly this on a number of levels.”
Menzies explained the sport managed to perfectly balance the “synergies of tough and beautiful”, an equilibrium Adina Watches strives to achieve with the brand.
“Our first association with Polocrosse in a broader sense goes back to the last World Cup held here in Australia in 2006, but a number of our retailers are players, so we have been involved usually in partnership with our regional retailers to support the sport at a grassroots level,” he said.
The Adina Polocrosse World Cup 2019 will take place in Warwick, Queensland from 22-28 April, and will bring players from eight countries – Australia, New Zealand, South Africa, USA, UK, Ireland, Zambia and Zimbabwe.
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