Tendence watches to relaunch in Australia

3.1 k views | Posted May 10, 2011 | By Sonia Nair

Queensland-based supplier Wag International is to relaunch Swiss watch brand Tendence in Australia after securing exclusive distribution rights for the timepieces.

The distribution deal was finalised at BaselWorld in March. Queensland-based supplier Auto Focus Group previously distributed the brand.

Wag International director Githa Silvester told Jeweller that she intends to pursue an aggressive growth strategy for the brand.

“We are very proud to have taken over the distribution rights for Tendence watches and have some big things planned for the brand,” she said.

“Tendence watches are highly distinguishable timepieces and their unique contemporary designs are a perfect fit for the Australian market,” Silvester added.

Silvester has already acquired three local brand ambassadors to promote Tendence in the Australian market.

Diver Ben Noble and drag racer Shane Tucker have endorsed the watch brand while cyclist Tiffany Jane Cromwell, set to participate in the upcoming Commonwealth Games, is expected to sign an agreement in the next few weeks.

“Similar to the Tendence range of watches, these ambassadors are a notable and diverse group of individuals,” Silvester said.

Besides enlisting the help of brand ambassadors, Silvester intends to promote Tendence through industry trade shows, print and digital media as well as social media.

She emphasised her marketing and promotional activities would target a younger demographic due to Tendence’s “fun, unique and stylish” appeal.

A long-term goal for Silvester is to acquire new stockists, focusing on jewellery stores and high-end fashion boutiques. Tendence currently has a handful of stockists in Queensland, Victoria and New South Wales but Silvester hopes to increase this to 15 stockists in Queensland, 12 in New South Wales and 12 in Victoria.

She has also set her sights on securing stockists in Western Australia.

Founded four years ago, Tendence is already distributed in more than 80 countries. At this year’s BaselWorld, the brand was selected as one of the top 100 watch brands in the world for the second consecutive year.