Suunto has appointed Melbourne-based Adventure & Underwater Products (AUP) as its new Australian distributor, marking the Finnish-founded brand’s latest push into the local market.

Once a regular on the shelves of JB Hi-Fi and Harvey Norman, Suunto has struggled with distribution and management challenges in recent years. Former country manager Damian Commane — now at Apple and previously linked to a short-lived tilt at politics with One Nation — even attempted to run the brand out of New Zealand at one stage.

Despite these hurdles, Suunto has long been recognised for its rugged hardware and advanced reporting software, often outperforming rivals such as Apple, Garmin and Samsung in delivering detailed insights for serious outdoor and adventure athletes. Features like topographical mapping, 2D ski run renderings, altitude tracking and comprehensive wellness analytics have set its products apart.

As a long-term user, I’ve found Suunto watches excel in ocean swimming, skiing and hiking, consistently delivering superior battery life, durability and navigation. While historically expensive — with models like the Suunto Peak Pro once retailing at around $1,000 — the same device is now available for under $500, making the brand more accessible for multi-day expeditions and demanding outdoor pursuits.

Suunto’s ownership changed hands in 2022 when Amer Sports sold the brand to Chinese technology group Liesheng, following Amer’s own acquisition by Anta Sports in 2019. Liesheng, a specialist in wearables, pledged to keep Suunto’s operations and manufacturing in Finland. In fact, production of the Suunto 3 was moved back to Finland from China two years ago as part of a renewed focus on local craftsmanship.

The current Suunto lineup includes:

  • Suunto Race

  • Suunto Run

  • Suunto Ocean

  • Suunto Race S

  • Suunto Vertical

  • Suunto 9 Peak Pro

  • Suunto Core Alpha

  • Suunto Core

Models like the Suunto 3 and Suunto 7 have been retired, but the brand continues to innovate — recently branching into bone conduction headphones to take on Shokz.

Locally, AUP is targeting specialist adventure retailers with the range, while Suunto products are also available through Amazon. Industry insiders suggest the brand could soon reappear on JB Hi-Fi’s online marketplace, signalling a stronger retail presence in Australia once again.