WOLF was founded in 1834 by German silversmith Phillipp Wolf. Over the next century, the brand expanded into Sweden and the UK, becoming well-known for a range of products, including handmade jewellery cases, patented automatic watch winders, safes, and travel accessories.
CEO Simon Wolf, representing the fifth generation of the family to lead the business, hosted the event and unveiled five new collections to commemorate the anniversary: Silver, Ida, Ballet, Phillipp, and Earth.
“To say that I am honoured to be here in Australia meeting our incredible customers and retail partners for the first time would be a huge understatement,” Wolf said.
“Although our products have been proudly available here for years, this is my first opportunity to connect with those who have embraced WOLF so wholeheartedly.
“Our journey over the past 190 years has been filled with challenges and triumphs, but our commitment to exceptional craftsmanship and the people behind it has never wavered.”
A distribution partnership between WOLF and Duraflex Group Australia was announced in September 2020. Managing director Phil Edwards said that in the four years since he’s consistently impressed by how popular the brand is among Australian retailers and consumers.
“We are honoured to be associated with the WOLF brand and truly value the partnership that we share,” he told Jeweller.
“To be celebrating 190 years is a monumental milestone for the brand and their commitment to innovation and sustainability is inspirational. The response from retailers and press meeting with Simon Wolf personally during his first visit to Australia has been exceptional.”
He added: “We look forward to now taking the WOLF brand to the next level.”
The anniversary event was hosted in the Harbourside Room at the Museum of Contemporary Art on 7 October.
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