After 44 years making and selling Classique watches, Sams Watchmaker has changed its name to Sams Group Australia and expanded its product offering to include two new watch brands as well as loose diamonds, jewellery and ring mounts.
The company now stocks RM Williams and Peace One Day watches and Tresor Paris jewellery as well as loose diamonds from Fancy Colour Diamonds and ring mounts from Ring Mounts Australia and Classique Mounts.
Sams Group Australia general manager Steve Der Bedrossian said the company recognised that it was time to “diversify” its range to meet the changing needs of retailers.
“We need to change and adapt to our customer’s needs,” he said.
“Retailer’s time is important and they want to source a wider array of products from a smaller number of suppliers.”
He added that although the company would continue to “build” the Classique brand, the company recognised that watches were no longer “the driving force they once were”.
“Jewellery is becoming more important for all retailers so we are adding it to our offering,” he said.
Der Bedrossian concluded that the wider product range would allow the company to offer merchandising and instore marketing services to retailers.