swiss-made

A multi-brand distributor of Swiss Made watches

Read More
lion

About Us

Lion Brands is a multi-brand distributor of Swiss Made watches manufactured by independently owned Swiss Watch Companies.

Lion Brands is a multi-brand distributor of Swiss Made watches manufactured by independently owned Swiss watch companies. Lion Brands distributes these brands through selected watch and jewellery retailers within Australia, New Zealand and the South Pacific Islands. Lion Brands was established by Graeme Goldman, the former Managing Director of The Swatch Group Australia, because he had a dream about building a multi-brand watch distribution business to fill a gap in the marketplace. With the help of a dedicated team and our retail partners, this dream continues to grow from strength to strength. With an honest passion for watches, Lion Brands is a dedicated advocate of the superior craftsmanship and quality of Swiss Made timepieces. Service is at the heart of all we do, whether it is our retail partners or end consumers, we ensure each experience with Lion Brands and our products is positive. We hope you will enjoy exploring our brands as much as we have enjoyed sourcing them and bringing to your attention.
Lion Brands – Strength comes with time.

brands

Our Brands

    • Bell & Ross
      • Bell & Ross
      • Bell & Ross
    • Bell & Ross

    • Bell&Ross is an iconic luxury French watch company that was founded in 1992 by French and Swiss designer Bruno Belamich and businessman Carlos A. Rosillo. The brand derives its name from an abbreviation of the founder’s surnames. A team of military watch enthusiasts and aircraft specialists assembled to create professional watches for the general public. The brand is based on the four principles of Readability, Functionality, Reliability and Precision. Each watch in the range includes these four principles. Bell&Ross watches are developed and assembled at the watchmaking workshop in La Chaux-de-Fonds, Switzerland.  The timepieces are an ideal fit for Lion Brands, as the timepieces are Swiss Made, the brand is well known internationally, and the company remains an independently owned business.   Read More
    • Eberhard & Co
      • Eberhard & Co
      • Eberhard & Co
    • Eberhard & Co

    • Founded by George Eberhard in 1887 in La Chaux-de-Fonds, Neuchatel, Switzerland, Eberhard& Co. has maintained over 125 years of passion for an art composed of technology and precision, illustrious tradition, innovative challenges, and timeless design and appeal.   Over the years, Eberhard& Co. has focused on research and innovation, developing a series of international patents for the ‘8 Jours’ range - a manually winding mechanical watch that only needs to be rewound every eight days due to a special winding mechanism. And the ‘Chrono 4’ – the first range of chronographs in the history of watchmaking whose counters are arranged in a row.   The goal of this Swiss Maison is to achieve the perfect fusion between tradition and innovation.  Their masterful creations continue to strive to satisfy the contemporary man’s evolution using elegance, style and relentless attention to detail. www.eberhard-co-watches.ch Read More
    • Edox
      • Edox
      • Edox
    • Edox

    • Edox’s story began back in 1883 with a simple love story. Christian Rüfli-Flury, then an exceptionally gifted watchmaker in Granges, decided to give his wife, Eva-Maria, a pocket watch that he had designed himself for her 25th birthday. Touched and impressed by the beauty of her gift, Eva-Maria then persuaded her husband to found his own watchmaking company in 1884. He named the company “Edox.” The name Edox means “hour” in ancient Greek, and the hourglass logo has adorned all Edox watches ever since.   Over the years Edox has achieved significant horological triumphs including the Delfin launched in 1961 - a revolutionary timepiece that was water-resistant to 200 metres, followed by the Hydrosub - a model that was water-resistant to 500 metres. Later in 1988, Edox introduced the world to the famous Les Bémonts Ultra Slim – an ultra-slim calendar watch featuring a movement that was scarcely 1.4 mm thick. This world record for the slimmest calendar watch remains unbroken to this day.   Edox’s passion for technical perfection quite naturally led the company into the world of nautical and motor sports. In November 2006, Edox became Official timekeeper for the Class-1 Powerboat World Championships. The two crews of the Team Qatar boats wear Edox’s Class-1 models on their wrists. This followed in 2012 by the appointment of Official timekeeper for the world famous Dakar Rally – the... Read More
    • Alpina
      • Alpina
      • Alpina
    • Alpina

    • Innovative from inception in 1883, Alpina was founded by Gottlieb Hauser in Winterthur, who formed the Swiss watchmakers foundation, Union Horolog?re with other independent watchmakers of the region. Renowned for it’s rigorous dedication to design and quality, this was epitomised by the introduction in 1938 of the ‘Alpina 4’. The number ‘4’ stood for the 4 core principles that each watch in the series had to have – anti-magnetism, water-resistance, anti-shock and stainless steel case. Fast forward to 2014, and in celebrating it’s 130th Anniversary, these core principles are proudly upheld today in the relentless pursuit of timepieces meeting exacting standards to participate in the most demanding and extreme sporting activities. The ‘Alpina 4’ Collection has been reintroduced to commemorate this significant anniversary milestone and is coveted by watch enthusiasts, seeking to acquire Alpina’s impressive horoligical heritage. Alpina watches are developed and assembled at the watchmaking workshop in Plan-Les-Ouates, Geneva, Switzerland and are an ideal fit for Lion Brands leading portfolio of watch brands. Read More
    • Glycine
      • Glycine
      • Glycine
    • Glycine

    • Since its founding by EugèneMeylan in 1914, Glycine has been producing watches at its factory in Bienne, Switzerland.Meylan was an uncompromising watch engineer who strove for perfection and nothing less. He had a profound understanding of both the market demands and the possibilities offered by the technological advances of the time.   Through the years Glycine has maintained a select line of timepieces, based on the strong foundations of the brand and reflecting the changing times and trends. As a pioneer in the field of world time watches since 1953, Glycine has continuously developed its AIRMAN line and today offers a smart selection of aviator watches to professionals and amateurs.   Glycine represents a combination of tradition and trend, for the classic art of watchmaking and modern design. Their rich assortment of exquisite mechanical watches, featuring outstanding large-diameter cases, has made its way around the world.Offering excellent value at reasonable prices is an important part of Glycine's philosophy. The company's strong foundation, coupled with its emphasis on rugged and reliable products, make Glycine a respected name in Swiss watchmaking today.   www.glycine-watch.ch Read More
    • Victorinox Swiss Army
      • Victorinox Swiss Army
      • Victorinox Swiss Army
    • Victorinox Swiss Army

    • Founded by Karl Elsener in 1884, Victorinox is renowned worldwide for its first creation - the Original Swiss Army Knife. This modest and beloved object has become a universal symbol of functionality, innovation, quality and iconic design. It inspires all Victorinox product lines including the Victorinox Swiss Army timepieces, which continue to meet the highest standards of the Swiss watchmaking industry. The quality controls and testing that every timepiece undergoes allow Victorinox Swiss Army timepieces to offer a 3 year warranty.   Victorinox Swiss Army timepieces are designed to optimize their usefulness, with functionality ranging from easy-to-read dial designs to sophisticated professional functions. Every design detail is purpose based. Functions are never add-ons or embellishments. Victorinox Swiss Army constantly enhance their timepiece ranges with new design elements and innovative functions. The goal is to create watches that are multi-functional, precision instruments engineered to last, yet also timeless and contemporary in design.   Victorinox Swiss Army timepieces have earned the trust and love of customers throughout the world because they ensure that every watch designed, engineered and manufactured becomes a true “companion for life.” www.victorinox.com Read More
    • 88 RUE DU RHONE
      • 88 RUE DU RHONE
      • 88 RUE DU RHONE
    • 88 RUE DU RHONE

    • 88 RUE DU RHONE was founded in 2012 by Elie and Pierre Bernheim, the grandsons of legendary watchmaker Raymond Weil. These two entrepreneurial spirits set out to offer consumers an elegant selection of watches balancing Swiss excellence and contemporary designs, tradition and innovation, at excellent price points. Offering utmost excellence and exquisite designs, 88 RUE DU RHONE is one the first Swiss luxury watch brands that remains accessible in terms of price. 88 RUE DU RHONE is a new kind of luxury for a new generation.   88 RUE DU RHONE is the Official Watch and Timing partner of the British Academy of Film and Television Arts (BAFTA). The partnership aligns two companies who support and celebrate creativity, excellence and innovation.   The name 88 RUE DU RHONE derives from a number steeped in good fortune, power and ambition, water that flows from a river beginning high up in the Swiss Alps echoing the intangibility of time, and a famous street that crosses through the very heart of Geneva. The Rue du Rhone is home to the city's most prestigious shops; the emblem of absolute luxury.   88 is the only number mysteriously missing from Rue du Rhone. At the precise location where this number should be, you'll find a precious treasure: a view of the Rhone River flowing out of Lake Geneva, the origins of the Swiss watchmaking industry, initiated five centuries ago: Where Time Begins. www.88rdr.com Read More
    • Luminox
      • Luminox
      • Luminox
    • Luminox

    • Luminox, the original self-powered luminous watch brand, is the watch of choice for U.S. Navy SEALs, F-117 Nighthawk™ Stealth jet pilots and other elite forces.   Like many other American success stories, Luminox came from a forward-thinking individual realizing a need in the market and meeting it. Barry Cohen, a watch industry veteran, came across a Swiss self-powered illumination system and knew that it would make watches more visible and easier to read in low or no light situations. He asked his friend Richard Timbo if he would like to join him. Luminox was born in 1989 (Lumi is Latin for light while Nox is Latin for night), driven by a commitment to offer cutting-edge luminescence and readability in its line of high-performance sports watches.   Luminox’ self-powered illumination (LLT) allows one to view time at-a-glance, no matter what the light level, even in complete darkness – up to 25 years of complete darkness, in fact. Luminox watches also glow 100 times brighter than most other luminous watches, giving them superior readability.   Tough, powerful and accurate, Swiss Made Luminox is the ultimate night vision gear for serious athletes, rugged outdoorsmen and other peak performers.   Essential Gear, ALWAYS VISIBLE. www.luminox.com Read More
    • Claude Bernard
      • Claude Bernard
      • Claude Bernard
    • Claude Bernard

    • Claude Bernard offers Swiss Made watches with a touch of luxury at striking prices. The innovative Swiss watch manufacturers, located at the heart of the Jura Mountains in Switzerland, combine traditional watchmaking skills with exclusive design and a hint of extravagance. Watches from Claude Bernard radiate self-assurance and provide a striking change in an industry where conformity is the norm.   The Claude Bernard collections combine strength of character, unusual shapes and a consummate sense of style that clearly make them stand out from the crowd. Theirdesigns continually surprise watch connoisseurs and specialists with their unerring ability to identify new ideas and fashion trends. Small wonder, then, that exclusive timepieces from Claude Bernard are worn worldwide by a discerning and highly fashion-conscious clientele.   In over 50 countries, the collections from Claude Bernard epitomize Swiss watchmaking culture with an unparalleled sense of flair. Every watch made in the company’s workshops in Les Genevez is a piece of high-quality craftsmanship, distilling, as they have done for generations, all the experience and passion of the watchmakers at Claude Bernard. No watch leaves the workshops without a thorough inspection and rigorous testing in the company’s state-of-the-art facilities. www.claudebernard.ch Read More
    • Wenger
      • Wenger
      • Wenger
    • Wenger

    • The Wenger story started with the manufacture of cutlery, deep in the heart of the Jura mountains, where many of Switzerland’s finest watch brands are located. Founded in 1893 in Delémont, the Wenger companydeveloped rapidly when it started producing the famous Swiss Army Knife for the Swiss Army. In 1997, The Wenger Watch company was established at the hub of Swiss watchmaking, in Biel/Bienne. Following the principles set by the Swiss Army Knife, all Wenger watches are developed to withstand extreme conditions, such as cold, humidity, water-pressure, shocks or magnetic fields. Multi-functionality, quality and reliability are innate features of every Wenger watch.   Today, Wenger watches are represented in more than 80 countries on all continents, with a collection that includes casual watches for everyday life, sports watches with specific features, as well as ladies’ watches with a more fashionable approach. Wenger has carefully aligned themselves to several professional adventurers and extreme sportsmen who represent and share the brand’s passion for the outdoors. Mike Horn - a Swiss-based South African adventurer, UeliSteck – a Swiss Professional mountaineer, and the crew of America’s Cup boat - Alinghi, share Wenger’s respect for the environment, their commitment to innovation and their role in helping the mere mortal climb, hike, sail and portage their way into history. www.wenger.com.au Read More
  • - November 2014

    Bell&Ross Brand Profile in Men's Style

    Bell&Ross received an impressive two page brand profile in Men’s Style, Summer 2014 issue, a literary treat for fans of this amazing brand. Read More
  • - October 2014

    Victorinox Swiss Army Sponsorship - Swiss Ambassador Cup 2014

    In 2014, Victorinox Swiss Army has embarked on an extensive  retail marketing strategy including point of sale display roll-out,  gift with purchase program for I.N.O.X., national print campaign and sponsorship of the prestigious Swiss Ambassador Cup 2014.   On Monday 13... Read More
  • - September 2014

    GQ Magazine - Lion Brands receives widespread coverage in September/October 2014 issue

    Lion Brands receives widespread coverage in the September/October edition of GQ Australia, the international prestige gents lifestyle bible. Bell&Ross, Glycine and Victorinox Swiss Army were prominently featured and this is a great endorsement for the strength and cachet of Lion Brands... Read More
  • - September 2014

    Men's Style - Lion Brands' exclusive five page fashion shoot, Spring 2014 issue

    Lion Brands received exclusive coverage in a five page fashion shoot in Men's Style Australia, Spring issue with Claude Bernard and Victorinox Swiss Army featured. Men's Style Australia is the go-to magazine for the modern Australian man providing the latest news, trends and... Read More
  • - September 2014

    Jewellery World - Victorinox Swiss Army I.N.O.X. featured on front cover - September/October 2014 issue

    Respected industry trade title, Jewellery World featured I.N.O.X. on its front cover plus a full page article, charting the ascension of Lion Brands as Australia's leading Swiss watch distributor. Read More