The value of generosity at Adina Watches as we for the past 54 years has been committed to not just creating timepieces but building relationships. It is a philosophy that has guided us from the very beginning, instilled by my father, Bob Menzies. As the second-generation, General Manager of our family business, I have seen firsthand the impact of our approach to after-sales service—an approach that many would call overly generous, if not outright unconventional in today’s corporate world.
Dad always believed that the measure of a company’s success was not just in the watches we sold but in how we stood behind them. Whether it was giving away spare parts for free enabling local watchmakers to sort out their customers on the spot, completing minor repairs at little or no cost, or simply offering a level of customer service that was unheard of in the industry, his focus was on building goodwill rather than chasing short-term profits.
But as times change and business strategies evolve, I find myself asking: does this generosity add value to our brand? Or does it, in some way, undermine the perceived value of our watches? More importantly, do the recipients of these goodwill gestures—be they retailers or end consumers—even remember them?
The Case for Generosity
One could argue that our long-standing culture of exceptional after-sales service has been one of Adina’s strongest differentiators. In an era where big brands charge for every minor repair, our willingness to go the extra mile sets us apart. Is that the value of generosity at Adina Watches?
Generosity builds trust. When a retailer knows that we will support them, not just when they are selling a watch but long after the sale, they feel confident in backing our brand. Likewise, when a customer brings in their Adina for a simple repair and we refuse payment, the goodwill created is immeasurable.
This kind of service fosters loyalty. A customer who has experienced this level of care is far more likely to return and recommend Adina to friends and family. They may not always remember the specific moment, but the feeling stays with them.
More importantly, our commitment to after-sales service aligns with our identity as an Australian manufacturer. We are not just another faceless brand competing on price; we are part of the community. By prioritising relationships over transactions, we reinforce our values and our place in the industry.
The Risk of Undervaluation
Of course, there is another side to this argument. Some might say that by offering parts and services for free or at minimal cost, we risk devaluing our product. If something is freely given, does it make the watch seem less valuable? Would customers respect the brand more if they had to pay for every service interaction?
There is a psychological component to value. The price of after-sales service can sometimes reinforce the perception of exclusivity and quality.
Additionally, there is the question of whether recipients actually remember these acts of generosity. If a customer walks away thinking, “That was nice,” but doesn’t connect it back to their overall perception of Adina, does it really move the needle? Are we investing in goodwill that doesn’t always translate into tangible brand loyalty?
Why We Continue to Believe in Unbelievable Service
Despite these questions, I firmly believe that Adina’s approach to after-sales service is one of our greatest strengths. Yes, it requires investment. Yes, it sometimes means absorbing costs that competitors might pass on. And yes, not every customer or retailer will remember the gesture. But the ones who do—those who truly appreciate it—become lifelong supporters of Adina. #adinaadorers
We are not in the business of manufacturing disposable products. We create watches that are built to last, and that philosophy extends beyond the physical craftsmanship to the way we support our customers. When someone purchases an Adina, they are not just buying a watch; they are becoming part of a legacy of trust, integrity, and service.
So, does our generosity add value or undermine it? I believe it does both—but in the right way. It challenges conventional business wisdom while reinforcing the authenticity of our brand. It sets us apart in a world where cutting costs and maximising margins often take precedence over customer relationships. Most importantly, it keeps alive the culture that Dad instilled in Adina from day one.
At the end of the day, whether people remember the specific moments of generosity or not is beside the point. What matters is that they remember how they felt when they interacted with Adina. That feeling of trust, of knowing we will always stand by our watches and our customers—that is the value of generosity at Adina Watches.
And that is something money simply cannot buy.
