Edox, also operating as Era Watch Company, has a rich history of watch and timepiece production, dating back to Switzerland in the early 1880s.
The new partnership between Duraflex and Edox will be launched at the International Jewellery Fair in Sydney, running from 27-29 August.
Duraflex is a leading distributor and wholesale supplier of retail jewellery in the Oceania region, serving more than 1,100 stores in Australia.
Sales and Operations Director of Duraflex, Trent McKean, said Edox watches offer boutique appeal.
“The addition of Edox to the DGA portfolio complements our existing stable of watch brands perfectly,” he said.
“Edox have not been represented in the local market for over three years and during this time have undertaken significant product development and brand repositioning. These significant advancements attracted DGA to the Edox brand.
“Edox is an independent family-owned boutique Swiss watchmaker and is, therefore, the alternative to mass production brands. We’re looking forward to growing this luxury brand here locally.”
Edox is headquartered in the Swiss city of Les Genevez, where the company manufactures more than 70,000 watches annually.
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