In the early 1980s GUESS and Swatch identified the potential to develop fashion watches as a category to compliment mainstream clothing fashion and launched ranges in International markets. Les and Lyn Veil immediately saw the opportunity for this new category in Australia and seized an opportunity to introduce Guess Watches to the local market.
From humble beginnings in Les and Lyn’s garage at home in 1986, Designa Accessories Pty Ltd has built the GUESS name in Australia from a complete unknown to the leading brand it is today.
Very early on Designa recognized that similar to branded mainstream fashion, fashion watches are an aspirational and desired “must have” item – price is not the main consideration for the consumer.
Building on this insight, Designa’s developed a Sexy, Young and Adventurous product philosophy for the Guess brand resulting in GUESS watches maintaining the Number 1 position in the watch category in both department stores and Jewelers in Australia for the past 8 years. Guess Jewellery has also been a great success and enjoys a top 5 ranking in Department stores in it’s first year of release!
Today Designa Accessories remains a wholly Australian owned family company specializing in the design, distribution and marketing of leading fashion accessory brands under proprietary and licensed arrangements. Designa has maintained an individual product philosophy when developing campaigns and strategies for all brands in its stable – with emphasis on their individual strengths and points of difference.