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Delma is known for its performance dive watches. Pictured: The new Delma Blue Shark III Azores
Delma is known for its performance dive watches. Pictured: The new Delma Blue Shark III Azores

Supplier introduces Swiss watch brand to Australia

Swiss watch manufacturer Delma has inked a distribution deal with Australian supplier Keda as it prepares to enter the local market.

The independent, family-owned brand is best-known for its specialist dive and sports watches, with a focus on high-quality performance and design.

"Delma targets ladies and gentlemen with an active lifestyle who value great craftsmanship and are willing to pay for outstanding quality"
Andreas Leibundgut, Delma

Andreas Leibundgut, head of marketing, Delma, told Jeweller, “Delma targets ladies and gentlemen with an active lifestyle who value great craftsmanship and are willing to pay for outstanding quality. They seek out a watch as a companion on their adventures and with Delma they know they can rely on their timepiece.”

The decision to expand into the Australian market was prompted by the COVID-19 pandemic, which led the business to consider new possibilities.

“Despite the difficult times, we have seen strong demand and interest in Delma's performance timepieces has risen steadily across markets,” Leibundgut explained.

“After a challenging past year for everyone, we have entered 2021 with renewed optimism. Difficult times allow us to reflect and ask questions, and many retailers have done exactly that, restructuring their portfolio and rethinking their partnerships with brands as they are re-opening their stores.

“This creates a good opportunity for Delma to come into the Australian market and present our brand to new potential partners,” he added.

The Delma team was introduced to Mark Watson, managing director Keda, by its UK distributor.

Watson told Jeweller, “I’m originally from the UK, where I was previously sales director for TAG Heuer. My old boss started with Delma and was telling me how successful they’d become and how easy they were to deal with. He introduced us to Delma!”

Added Leibundgut, “Our UK distributor has known Mark for many years and with his significant experience in the Australian and New Zealand watch market, he has been highly recommended to us.”

In terms of marketing support, Watson said the focus would be on increasing consumer awareness of the brand through campaigns with retailers, using a mix of social media and digital marketing as well as traditional media. 

“Knowing that awareness is not a strength of the brand at the moment, we prefer to align with what retailers are already doing and present the brand through them,” he explained, adding, "For example, we have an upcoming radio campaign with a new Australian retailer."

As an introductory offer to retailers, Watson noted that Keda would offer Delma with a competitive entry point and 50 per cent margin.

 

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