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Duraflex Group Australia (DGA) has confirmed it is the new distributor of DKNY Watches in Australia and New Zealand. | Source: DGA

DKNY Watches: Australian industry supplier unveils new partnership

Posted January 14, 2025 | By Samuel Ord

Duraflex Group Australia (DGA) has confirmed it is the new distributor of DKNY Watches in Australia and New Zealand.

Founded in New York City by Donna Karan and Stephan Weiss in the early 1980s, DKNY specialises in a broad range of fashion products, including watches.

DKNY was purchased in 2001 by Louis Vuitton Moët Hennessy, before being sold again in 2016 to the G-III Apparel Group. In September 2021, a long-term global licensing agreement was secured between the G-III Apparel Group and Inter Parfums.

DGA managing director Phil Edwards revealed that discussions with Inter Parfums regarding DKNY Watches began in August of the past year. He said the strengths of the brand were quickly apparent.

“Since 1989, DKNY has evolved into a global lifestyle powerhouse, with Donna Karan being one of the most iconic names in the fashion world,” he told Jeweller.

“DGA was immediately drawn to the opportunity, as we believe there is a gap in the market for an iconic international fashion brand focused on ladies watches at affordable prices. DKNY also does not compete but complements the other watch brands in DGA’s portfolio.

"The global brand relaunch brings to market watch collections that are completely new, reimagined, reinvented, on-trend and very affordable."

Phil Edwards, Duraflex Group Australia

He continued: “Our decision was cemented after meeting with the executive team working on DKNY and hearing their vision and strategy for the global brand relaunch.”

As part of the global relaunch, DKNY Watches will introduce a new collection designed around the brand’s signature NYC-inspired aesthetic.

With six distinct segments — Iconic, Everyday, Logo, Evening, Urban and Active – there are more than 400 different products available in a variety of designs.

“Locally, DKNY watches have demonstrated longevity in the Australian and New Zealand markets. The global brand relaunch brings to market watch collections that are completely new, reimagined, reinvented, on-trend and very affordable,” Edwards explained.

“After a substantial review, we strongly believe that there are significant opportunities for strong growth, with consumer perception of the brand continuing to be extremely broad and positive.”

The relaunch will emphasise the increasingly important attribute of affordability, with around 80 per cent of products priced below $300, and will be supported by a comprehensive marketing campaign. For retailers, the brand is available for order as of this month.