Three of the four victims of the beach crash at Muriwai yesterday were working at Queens Academic Group in Auckland and the fourth was a friend of theirs.
Imad Dib, 31, Dilpreet Singh, 32, and Syed Haris Jafri, 29, had been working at Queens Academic since last year and were at Muriwai with one other friend when the crash happened.
Mr Dib, originally from Lebanon, was a Middle Eastern marketing executive, India-born Mr Singh was an Indian marketing executive and Pakistan-born Mr Jafri was a lecturer in business and accounting.
The fourth man was Pulkit Malhotra, 27, a recently arrived visitor to New Zealand from India.
Queens Academic Group chief executive Teena Hireme paid tribute to the dead staff members today.
"We are very saddened by the loss of our three staff members Dilpreet, Imad, Haris and our friend Pulkit.
"They were valued members of our staff and their friends, colleagues and students will miss them.
"Our thoughts and heartfelt condolences are with their families and friends."
Colleagues have gathered at the home of Mr Jafri to pay their respects.
3 News reported that Mr Jafri was buried today at Waikumete Cemetery after a service held by members of the Pakastani community.
Police told the Herald that they had not confirmed whether the men were wearing seatbelts.
"The fact that the occupants have all been ejected from the vehicle would suggest that they may not have been wearing seatbelts, but this will be confirmed once the car has been examined" said Inspector Trevor Beggs.
Police have asked witnesses of the fatal crash at Muriwai beach to come forward.
The men were travelling along the beach in a Mitsubishi Pajero when it rolled, just before 5pm. They were thrown from the vehicle in the crash.
The vehicle was towed from the water by a tractor last night and taken to a secure facility and officers from the Waitemata police serious crash unit would spend today examining the vehicle.
At this stage it was not known who was driving the vehicle when it crashed, police said.
Police said they had spoken to a small number of witnesses but would like to hear from anyone else who saw the brown and silver-coloured four wheel drive on the beach yesterday afternoon.
Waitemata road policing manager Inspector Trevor Beggs said based on witness information, police believed the car was travelling at speed along the water's edge.
"It's either struck an object or has hit sand. The vehicle has then flipped and rolled several times."
He said all four occupants were thrown from the vehicle.
"At this stage we have been able to determine that seatbelts were fitted to the car.
"The fact that the occupants have all been ejected from the vehicle would suggest that they may not have been wearing seatbelts, but this will be confirmed once the car has been examined."
Mr Beggs said last night's response was a challenging and upsetting situation for everyone involved.
He thanked everyone who assisted at the scene.
"We are working with local Iwi to co-ordinate a site blessing and this should take place in the next few days.
"Above anything else, our thoughts today are with the families of these young men. They have just been given news that will no doubt impact many lives forever," he said.
"No one who sets out with their friends on a Sunday afternoon expects that it will end in such a tragic loss of life."