The popular Swiss watch brand has had three different distributors in three years, going from Moda Group to Duraflex Group Australia to Lion Brands. Following the collapse of Lion Brands in February, Roamer has now returned to Moda’s portfolio for both servicing and distribution.
Trent McKean, managing director Moda Group, told Jeweller that his company had been managing after-sales care for the past few months for retailers who had been “left behind” by Lion Brands.
“[Roamer] have a strong distribution through independents and the Angus & Coote chain, so they needed someone to service the existing customers,” McKean said. “Knowing we had watchmakers and an after-sales service team, we agreed to do that initially. That lead to a further discussion of being the distributor for them.”
The Sydney-based company transitioned out of watch distribution entirely in 2016 in order to focus on the private label jewellery arm of its business – which includes Union St, Abby Lane, Chelsea Rose and Isadora watches. It had been distributing Roamer since 2010.
However, McKean said that there were several compelling reasons to return to supplying Roamer, calling it “a good fit” for the business.
“We have had previous success with the brand and it's just something missing in our market: a lot of independent retailers – and chain retailers for that matter – have limited access to quality Swiss brands that are at an affordable price point,” McKean explained.
“The second attraction for our business is that unlike fashion watch brands, we don’t have to change the range as frequently to meet seasonal fashion trends.”
Roamer was established in 1888 and models currently retail for between $300 and $900.
McKean confirmed new stock would be arriving next month, and that Moda Group would be relaunching Roamer at the International Jewellery & Watch Fair in Sydney, to be held from 24 to 26 August.
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Lion Brands closes its Swiss watch business
Duraflex expands: acquires distribution Police, Roamer watches