In February 2009 we launched the Tendence Watch Brand in Australia. The Brand Activation was based around the innovative design of the watches and technology. Tendence had built their brand in Europe based on fashion but we felt that the Australian customer was not quite ready to see a watch purely as a fashion item. So we designed an activation program that integrated technology, fashion and innovation. We decided to use top Athletes mainly associated within extreme sport and TV celebrities. We also used a mobile Tendence Store at events allowing us to showcasing the brand directly to the end user (the consumer) with outstanding results. Today you will find the Tendence brand in most watch stores around the Country.