Last week we got couple of emails from subscribers wondering why we don't sign our watches as 'Made in Australia'? After all, there are at least 3 other watch brands who do exactly that. And, in addition, 'manufactured' is neither as powerful nor as common to the average watch buyer.
The answer is simple: 'Made in Australia' has lost its relevance and true meaning a few years ago when the Government outsourced the management of the accreditation process to a non-Government agency. You can import a 100% assembled watch from China to Australia, fit in a battery and strap with a $5 tool on your kitchen bench, and apply for the Made in Australia label. It's a joke.
We prefer to stick with the facts. Manufactured in Australia means that a number of crucial components in our watch have been designed, manufactured, hand finished and assembled in our own workshop. And if this is not impressive enough: we even design and manufacture our own tools and work holdings.
Our customers are not gullible newcomers to horology but knowledgeable enthusiasts who can tell the difference between cheap imitations and the real deal. "By their fruits you will know them; thorn bushes do not bear grapes, and briers do not bear figs" - or as a modern translation puts it: "you will know them by what they produce".