The Art of Time... How to Honour a Legacy While Building a Future-Proof Business
In the world of entrepreneurship, we are often obsessed with the new. The flashy startup, the overnight success, the disruptive tech unicorn. But there is a different kind of success story that I find infinitely more compelling. It’s the story of endurance, of craftsmanship, and of legacy. It’s the story of a business that has not just survived, but thrived, for generations.
This is the story of Adina Watches.
I recently had the immense pleasure of speaking with Grant from Adina Watches on my podcast. Adina is a second-generation, family-owned watch manufacturer based right here in Australia, in Brisbane. For 50 years, they have been meticulously designing and assembling watches, now producing an incredible 40,000 timepieces a year. Grant himself has been in the business for 26 years.
This is not a startup. This is an institution.
But here’s what makes their story so relevant to every business owner today. Despite their incredible success—a robust online store, 350 retail partners, and strong corporate clients—Grant knows that the world is changing. Customer buying habits are shifting. The channels that worked for 50 years will not be the same ones that carry them through the next 50.
Grant came to our conversation with the big, strategic questions that every leader of an established business must ask: Where are our next growth opportunities? How do we adapt to a new landscape? How do we take a powerful legacy and make it relevant for the future?
Our conversation was a deep dive into precisely these challenges. We talked about opening up new markets, the changing face of retail, and how to leverage major events like the upcoming Brisbane Olympics to create a tidal wave of opportunity.
Today, inspired by Adina’s story, I want to provide a strategic roadmap for any established business that is looking to honour its past while aggressively building its future.
The Modern Customer Journey - Diversifying Your Channels
For 50 years, Adina has built its success on a traditional model of selling through a network of 350 trusted retailers. This network is a massive asset, a testament to the relationships and trust they have built. But as Grant rightly identified, relying solely on this channel is a strategic risk in a world where customer journeys are becoming increasingly fragmented.
The future is not about replacing traditional retail with online. It's about creating a seamless, multi-channel ecosystem where each channel plays a distinct, strategic role.
1. The Role of the Online Store (Your Digital Flagship):
Your direct-to-consumer website is no longer just another place to sell. It is your global flagship store. It is the one place in the world where you have complete control over your brand story, your customer experience, and your data.
- A Place for Storytelling: This is where you tell your 50-year history. Show videos of your watchmakers at their benches in Brisbane. Talk about the family legacy. This is where you build the deep, emotional connection that justifies a premium price.
- A Hub for Your Community: Use your website to build a community of Adina enthusiasts. Feature customer stories and photos. Run competitions. Create a loyalty program.
- A Data Goldmine: Every interaction on your website provides you with priceless data about who your customers are, what they care about, and what they want next. This data can inform your product development and your marketing for all other channels.
2. The Role of Your Retail Partners (Your Local Ambassadors):
Your 350 retailers are not just resellers; they are your local ambassadors. In the age of online shopping, their role has changed. They are no longer just a point of transaction; they are a point of experience.
- A Place for Touch and Feel: A watch is a tactile, personal item. You cannot replicate the feeling of its weight on your wrist or the way the light catches the dial through a computer screen. Your retailers provide this crucial sensory experience.
- A Source of Expert Guidance: A knowledgeable local jeweller can provide a level of personal service and trust that is difficult to achieve online. They can help with sizing, answer detailed questions, and provide after-sales service.
Your strategy here is to empower them. Give them the marketing assets, the training, and the stories they need to be brilliant ambassadors for your brand.
3. The Role of Corporate Clients (Your B2B Engine):
Adina has a strong corporate client base, which is a fantastic and often overlooked channel. A watch is the ultimate corporate gift or long-service award. The strategy here is to systemise the outreach and make it easy for companies to do business with you.
Cracking New Markets - The Government and Beyond
Grant asked a brilliant tactical question: "We've had great success with the Queensland government. How do we open up sales opportunities in other states and at other levels of government?"
This is a classic "land and expand" challenge. You have a proven model in one area; now you need to replicate it.
- Create a Case Study: The first step is to formally document your success with the Queensland government. Create a professional, compelling case study that details what you provided, the quality of your service, and ideally, a testimonial from a key contact. This document is your passport.
- Identify the Equivalent Role: In business, and especially in government, there is always an equivalent person. Your job is to find the person in the New South Wales government, or a federal department, whose role and responsibilities mirror those of your successful contact in Queensland. LinkedIn is an invaluable tool for this kind of research.
- The Warm Introduction: Your best path in is a warm introduction. Can your Queensland contact introduce you to their counterpart in another state? Even an informal "you should talk to..." is incredibly powerful.
- Leverage Tenders and Procurement Panels: Getting on pre-approved supplier lists and government procurement panels is a huge amount of work upfront, but it can unlock years of potential business. It may be worth investing in a specialist tender-writing consultant to help you navigate this complex process.
- Think "Australian Made": In government procurement, there is an increasing emphasis on supporting local manufacturing and sovereign capability. Adina's 50-year history as an Australian manufacturer is not just a nice story; it is a powerful strategic advantage that should be at the forefront of every proposal.
The Olympic Opportunity - Leveraging Major Events for a Lasting Legacy
With the Brisbane 2032 Olympics on the horizon, Grant's question about maximising trade opportunities is one every Australian business owner should be asking. A major event like the Olympics is not just a two-week sporting competition; it is a decade-long economic development program.
To simply wait for the opportunities to come to you is a mistake. You must be proactive and strategic, starting now.
- Get on the Radar: Connect with the Brisbane 2032 Organising Committee and government trade bodies. Let them know who you are and what your capabilities are.
- Think Beyond "Official Merchandise": While a licensing deal to be the "Official Timekeeper" is the dream, there are countless other opportunities.
- Corporate Gifting: Every sponsor, every media company, every corporate partner involved in the games will need high-quality, Australian-made gifts for their VIPs and staff. Adina is perfectly positioned for this.
- Tourism and Visitor Experience: The millions of visitors who come to Australia will be looking for authentic, high-quality souvenirs and gifts to take home. This is a massive opportunity for your retail network.
- The "Team Behind the Team": There will be thousands of volunteers, officials, and support staff. Can you create a special commemorative watch for them?
- Build the Narrative Now: The story of the Olympics is not just about the athletes; it's about the host city and nation. Adina's story as a 50-year-old Brisbane manufacturer is a perfect narrative to align with the games. Start telling that story now. Pitch it to media outlets covering the lead-up to the games. This builds brand association long before the opening ceremony.
- The Legacy Project: How can you use the Olympics to create a lasting legacy for your business and your industry? For Adina, this brings us to their biggest challenge and opportunity: attracting a new generation to the craft of watchmaking. Could they partner with TAFE or universities to create an "Olympic Watchmaking Apprenticeship Program"? This would not only solve a business problem but also create an incredible, positive story that would attract immense media and government support.
A Success Story with a Big Vision
Our conversation on the podcast was a fascinating look at the intersection of tradition and innovation. Grant's deep respect for his family's legacy, combined with his forward-thinking approach to growth, is a powerful combination. We dove deep into these strategies, workshopping specific ideas and action plans for Adina Watches.
To hear from a leader of such an enduring and successful Australian business is a masterclass in long-term thinking.
Respect the Past, Build the Future
The story of Adina Watches is a powerful reminder that success is not a final destination. It is a constant process of adaptation, innovation, and evolution. The principles that built a great business over the last 50 years—quality, craftsmanship, relationships, and trust—are timeless. But the channels, strategies, and markets through which those principles are expressed must constantly evolve.
For any established business, the path forward lies in this delicate and powerful balance. Honour your legacy, tell your story with pride, but do not be afraid to embrace new channels, crack new markets, and strategically leverage the opportunities of the future.
Your history is your foundation. Your vision is your future. Build wisely on both.
