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Interview With Define Watches – Purveyors Of Fine Timepieces

Tom is the founder and editor of The Watch Lounge. Together with his team he is dedicated to bringing you the best, original content you won't find anywhere else on the net. To read more articles by Tom please click here.

Article posted in: Interviews

Too often independent watch brands don’t flourish outside their own country, let alone their own continent, through no fault of their own. They simply cannot match the marketing budgets and distribution channels of their larger counterparts and as such often pass unnoticed by retailers and consequently, mainstream consumers. This is extremely disappointing, especially given the high level of quality and craftsmanship some of these master watch makers are capable of. As such, it is a real pleasure when one discovers a company that has recognized just how much these oft overlooked brands have to offer.

Today we would like to introduce you to Define Watches, an Australian based wholesaler who imports and distributes high-end, niche market watches into and all around the continent. We were very fortunate to be granted an interview with Define’s delightful owners, Peter Petzold and Lydia Dalle Nogare, who are as renowned for their personalized service as they are for the stunning pieces they stock. Today they give us not only an insight into their own business and what they are trying to achieve, but also their first-hand view of the luxury watch market in Australia.

Definitely a worthwhile read for someone looking for something a little different!

TWL: How long have you been importing and selling watches in Australia? How did you first start out in this business?

DW: After moving to Australia, from Germany, in Nov 2008 we started the business and proceeded with import and sales activities in early 2009.

Lydia and I had been working with most major Swiss watch brands from a PR and production perspective for about 10 years.  We originally looked into importing boutique Swiss brands however, as we started to look deeper into the matter we uncovered the long tradition of the German watch industry and the quality of its output.  Importing independent German watch brands was the logical choice and we are very pleased it turned out this way.  The quality is the same if not superior and dealing with independent watchmakers allows a great deal of flexibility and personalization – which is exactly what we are about.

TWL: What do you think are the key strengths of your business? What are the areas you would like to improve on further?

DW: First and foremost the quality, design and workmanship of the timepieces we represent are optimal which makes our end of things more enjoyable.  We are both passionate about what we do and believe wholeheartedly in providing personalized and fair advice and service.  So, we would hope that great products and good service would be our key strengths.

In terms of improvements, we know that we need to get more information out there to let clients know just how great German watches really are and what excellent value for money they represent especially when you factor in the large overhead prices people often have to pay on some of the big brands.  We’d also like to get more watches out there in the retail market and this is one reason we are looking into investing in and setting up a showroom in Brisbane.

TWL: What factors do you consider when selecting a new brand to stock and distribute?

DW: Quality is the top priority as well as value for money.  When we started the business we made a promise to each other not to lie or ‘rip off’ customers.  Obviously we wouldn’t last long if we tried but we felt it was important to treat people the way we liked to be treated: honestly, fairly and with dedication.  If we don’t believe in the brand we won’t represent it and there have been several situations where this has been the case.

Another major influence on our decision is the overall design and uniqueness of the watch.  While a collection doesn’t necessarily have to be something we would wear ourselves, it does have to convey a certain balance of form and aesthetic harmony to come into consideration.  Luckily, German design principles tend to be understated and minimalistic which we feel translate well to watch design, making our job even easier.

TWL: Are there any new brands you currently have your eyes on?

DW: Yes.  There is one particular brand we would like to take on as a part collection and we are eagerly awaiting Baselworld 2010 where we will be meeting with several other watchmakers to preview their collection and a possible collaboration.

TWL: What sort of relationships do you have with your suppliers? Do you get the opportunity to visit and tour their facilities?

DW: Having worked with the big Swiss watch groups and having witnessed the pressure they are under and in turn place their retailers under, it was vital for us to have open, flexible relationships with every watchmaker whose product we represent.  From the brands we carry, we know each watchmaker or CEO personally and have almost daily contact with many of them.

Before entering the business it was important for us to gain an understanding about the watches we would represent.  So, before leaving Germany we took the time to visit each manufacture and learn how the timepieces are conceived, prototyped, manufactured and serviced.  At that time, we also established an open door policy with each company whereby we are welcome to invite anyone who is interested in the brands to visit the production facilities and meet the watchmakers in person.  This is a nice bonus that you might not get the chance to take up if dealing with one of the bigger brands.

TWL: The Australian market is often overlooked by more exclusive brands as it is considered too small to worry about. Do you feel that this position is justified? How do you feel that the industry and market in general has changed since you first became involved?

DW: I think it is a combination of things that precludes Australia from consideration as a major watch market in global terms.  Population is one, but physical distance and geographic knowledge is definitely another and when you look at it from this perspective you begin to see that people are missing the point with Australia.  Many big brands see Australia as being a long way away from anywhere (and it is, the logistics and costs of getting products here should not be underestimated).  Europeans and Americans also tend to see Australia as a holiday destination and sometimes have trouble seeing beyond their own shores.

All of this is good news for us.  The Australian market is young, accepting, educated, willing to try new products and accept new ideas.  We’ve also found that Australians are in general, less brand-oriented than their European counterparts in the sense that they will look around and make their decision based upon quality and value for money not just brand.

TWL: Do you feel that it is growing in its sophistication and appreciation of the world of high horology?

DW: Absolutely.  We thought it would take a lot longer for us even to penetrate the watch market in Australia but requests have been pouring steadily in and not just for the better known brands such as SINN or MEISTERSINGER but also for the quite new, small brands like SOTHIS and JOERG SCHAUER.

It would be wrong to assume there is no sophistication in the Australian market, in fact quite the opposite is true, we are discovering that Australian clients are well informed and have very discerning tastes.

TWL: How receptive do you feel the Australian market is to new brands, especially ones that they may not be as familiar with?

DW: To date we have found a great deal of open-mindedness about new brands.  It is obvious that people do their research but not having an established brand is not as big a hurdle as we thought it would be.  Unfortunately, it is often the retailers who put up the barricades and refuse to take in new brands which is a shame because this ultimately stops client access to good watches.

TWL: What do you think are the key challenges faced by retailers who sell high-end products, such as luxury watches, on-line? How can these be overcome?

DW: From what we are being told, by retailers, the big watch brands impose a lot of constraints on retails which can be quite debilitating.  Such things as: minimum order quantities, sales quotas, display regulations, poor service and not to mention a deviation in quality are unfortunately growing issues associated with the high end brands – not just in the watch market.  Products are often at such a premium that the cost/value ratio no longer equates.  These issues also relate to web-based companies which, in addition, have price pressure from other web-based sales centres.

We are not immune to these matters and have tried to overcome some of the inherent pressures by ensuring that we deal with flexible, fair watchmakers who personally oversee their production standards.  We also try to maintain a certain level of personalisation and aftersales support, both with internet sales to areas where there are no retailers carrying our brands and via our retail network of watch specialists.  It is an ongoing challenge to maintain product, service and aftersales service but it isn’t impossible and as we are finding, it can actually be quite enjoyable as every watch lover has a story to tell.

TWL: Finally, what are your three favorite pieces from your current collection?

DW: HMMM!  Just when I thought the interview was over, the hardest question presents itself.

Joerg Schauer who is known for his minimalistic design and quality production has some really stunning pieces such as the classic edition 10

The complete SINN range is just functionally fantastic and I couldn’t possible pick one as I own 5 and rotate them on a regular basis.  I just don’t know any other brand that gives you so much technology, so many functions, such a great range and such good value for money.

Armin Strom’s new ARMIN collection is sublime and the only reason I don’t own one is that I can’t decide which colour scheme I like best.

I also can’t help but admire the delicacy of the skeletonised models from Armin Strom and Jochen Benzinger.  There is just something special about hand ennobles movements.  It’s like art.

MeisterSinger watches are so simple and unique that they epitomize classical elegance and of course Muehle Glashuette are just German watches of grand tradition and style.

Dornblueth & Sohn is one particular favourite and having owned an IWC I’d select a Dornblueth regulator over it any day.

I could go on and on but I won’t.  I guess you can see why we carry the brands we do.  They are all so unique and offer something totally different to the next.  It is more than work for us, it is a passion.

So, do yourself a favor and check out Define Watches’ online store today!

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