As the General Manager of Adina Watches, a second-generation Australian family business, I have always been a strong advocate for supporting local industries. My father, Bob Menzies, founded Adina Watches in 1971 with a commitment to quality craftsmanship, and for 54 years, we have proudly built our watches by hand right here in Brisbane. Today, amid global economic uncertainty and shifting trade policies—including the United States imposing tariffs on some of its closest trading partners—it has never been more important to buy Australian-made and shop local.
Recently, Australian Prime Minister Anthony Albanese made headlines when he encouraged Australians to stock their fridges with Bundaberg Brewed Drinks instead of imported alternatives. His message was clear: supporting local businesses isn’t just about patriotism; it’s about strengthening our economy, protecting jobs, and ensuring a resilient future for Australian manufacturing. The same argument applies to wrist watches.
When you choose to buy an Australian-made watch, you are directly contributing to an industry that employs highly skilled workers and artisans. Small and medium-sized businesses like ours form the backbone of the Australian economy, accounting for over 50% of employment and contributing a remarkable 70% to the nation’s GDP. Every dollar spent on local products circulates within our economy, sustaining communities and fostering innovation.
At Adina, we take immense pride in designing and assembling every watch locally, ensuring that each timepiece reflects the highest standards of quality and craftsmanship. Unlike mass-produced imports, our watches are made with meticulous attention to detail, using the finest materials sourced from reputable global partners. This allows us to create products that not only stand the test of time but also embody the spirit of Australian ingenuity.
Beyond the economic benefits, buying Australian-made products has practical advantages for consumers. When you invest in a locally crafted product, you receive superior after-sales service and direct access to the manufacturer. At Adina, we stand behind every watch we make, offering expert servicing and repairs to ensure longevity. This, in turn, supports our sustainable aspirations. This level of personalised customer care is something that offshore brands simply cannot match.
The watch industry is highly competitive, with many global brands dominating the market through aggressive marketing and mass production. However, discerning consumers recognise the value of local products. Australian watches, like those crafted at Adina, are built to endure the unique demands of our environment—whether it’s the rugged outdoors, the depths of the ocean, or the challenges of everyday wear.
While international trade is essential to a thriving global economy, we must not overlook the significance of supporting homegrown businesses. Every time we choose Australian-made products, we reinforce our country’s manufacturing capabilities and help secure a future where local businesses continue to flourish despite external economic pressures.
At Adina Watches, we are committed to keeping our manufacturing here in Brisbane, just as we have for over five decades. We encourage Australians to consider the impact of their purchasing decisions and to invest in quality, locally made products. By doing so, we not only preserve our heritage but also ensure that future generations can continue to create, innovate, and succeed right here in Australia.
Now, more than ever, let us stand together and choose Australian-made. Whether it’s our watches, soft drinks, or any other product, shopping local is an investment in our economy, our people, and our future.
