Maxwell Winches

Abstract

Maxwell Winches is a New Zealand company that also operates in the USA as Maxwell Winches Incorporated. Their expertise in anchor winches has lead to a specialisation in this area and Maxwell is considered a global leader in anchor winches technology. In the 1980s it was decided to set up marketing and distribution in America, using American staff, to capture the US market. This proved successful and the America's Cup and New Zealand's yachting reputation also contributed to Maxwell's industry developments, international distribution and reputation for quality