Watch wholesaler Define Watches has begun selling one of its brands, Sinn Watches, directly to the public to keep costs as a “globally competitive level”.
Define Watches owner Peter Petzold said his new company, Sinn Watches Direct, will sell the German timepieces at Define Watches’ flagship store in Brisbane and online at www.sinnwatchesdirect.com.au
“This is a big step for us, but also a necessary one given the variability of global markets,” he said.
“We’ve tried to even out Australian prices for Sinn watches by opting out of a traditional retail network.
“By offering Sinn watches directly to customers we can not only streamline and better manage our service but also keep costs at a globally competitive level by absorbing some of the currency fluctuation.”
He stressed that the “cost saving” is not the only benefit for customers.
“We plan to offer the same on-shore warranty and servicing that we have to date but with a more efficient ordering and delivery system.”
Petzold said the move to sell direct to the public would help make Sinn as accessible in Australia as it is in other markets.
“Sinn comes from a direct sales background selling either directly or via so called ‘depots’ which don’t need to buy stock or invest in any marketing or service centre,” he explained.
“This set-up keeps prices down and value for money high as there is no money to spend for a retail margin marketing budget or even a local service centre. We had to add those costs to our RRP prices to cover our cost as well as transport and Australian GST…
“However, despite the fact that Sinn watches were still great value for money we had to fight problems with grey imports and a situation where only our service was used whenever a problem turned up. That’s why we’ve decided to go a similar way as the US importer but still keep up our service centre…”
Established in Brisbane in 2009, Define Watches currently wholesales a variety of German and Swiss “niche brands” including Armin Strom, Dornblueth & Sohn, Rainer Brand, MeisterSinger, Muehle Glashuette and Joerg Schauer.