Lion Brands has added Eberhard & Co to its stable of Swiss watch brands.
Established in 2011 by ex-Swatch Group Australia CEO Graeme Goldman and his business partner, Anthony Hoffman, Lion Brands also distributes Edox, Glycine, Luminox, Alfex, Claude Bernard and Kubik watches.
According to Eberhard & CoCEO Mario Peserico, the new distributorship “is part of a development project aimed at increasing Eberhard & Co’s brand recognition in Australia”.
“Eberhard & Co. is confident that Lion Brands, under the direction of Mr Goldman, will support the brand in reaching this goal.”
Goldman said Lion Brands decided to take on Eberhard & Co as it was one of the few remaining “old heritage Swiss watch brands” that was not being distributed in Australia.
“I have known the brand for many years and have owned a few vintage Eberhard & Co chronographs so I have an emotional connection to the brand,” he said
“The product range is unique and unlike anything currently in the Australian marketplace – the Chrono 4 range is a personal favourite of mine.”
“After meeting Mario Peserico at Baselworld this year, I realised that we share the same set of values so it was not a difficult decision to accept the distributorship for Australia and New Zealand.”
Goldman said the Eberhard & Co brand is well known by local “watch collectors and watch aficionados” due to its continuous 125-year-old watch-making heritage.
“People who know watches know the brand,” he said.
“Eberhard & Co is not a mass market brand. It is a niche brand and it is known by those watch people who travel and see its success overseas as well as those who read the international watch magazines and see the numerous articles and adverts for the brand.”
With a recommended retail price ranging from $3600 to $38000 as well as ‘on request’ pricing for made-to-order designs, the brand is expected to be rolled out to retailers before the year’s end.
“We are currently in discussion with a number of choice retailers,” he said.
“We are in no hurry and will take our time to secure the best and most appropriate retailers for the brand for the long term.”