CrimeApr 28, 2025
Customs Seizes Nearly 2,000 Pieces of Counterfeit Van Cleef & Arpels JewelryU.S. customs agents in El Paso, Texas, intercepted the package, which would have been worth $9 million if the jewelry was genuine.
IndependentsJul 18, 2017
Ask the Watch Guy: Making Your Competitors Your Compatriots
Plenty of stores don’t change watch batteries. If you do, here’s how you can pick up the business they’re missing.
Jess Gendron is a seventh-generation watchmaker, having learned by his father Dan’s side since childhood. He can be reached at talktothewatchguy@gmail.com.
Those who do watch repairs and watch batteries can teach us all something. We had a comment from a jeweler earlier this year who does more than 17,000 watch batteries per year. She said that it nearly pays all her expenses.
I recently surveyed the local mall for jewelers who do and do not replace watch batteries. Of the five national chain stores in the mall, all were on the same page: “If we did not sell the watch to you, we do not replace the battery.”
Half of them sent the watch to an outside service center.
There was a single independent jeweler who did watch batteries on watches he did not sell, but he was open only part time.
So that’s six retail locations in one shopping mall that don’t regularly change all customers’ watch batteries in-house, not to mention the anchor department stores that have the same policies as the national chain jewelry stores. These policies go a long way in creating demand for watch battery services.
What if I told you that it’s possible to convert those passive jewelers’ policies into a stream of watch repair and watch battery customers for you? Not one of those mall jewelers had any problems suggesting other businesses to get the battery replaced. What if they told their customers to go see you?
This is especially true when dealing with jewelers who would rather catch the plague then have anything to do with a watch. It’s a lot easier for them to blow off a customer when they have someplace to send them.
Imagine if you had the gumption to visit every place in your market area that either sells watches or installs watch batteries. First, make a list of those businesses including the big “mart” stores, then visit them all.
I know that most of you will shrink into your seats at the thought of visiting your competitors. But believe me, it’s very easy and you will be surprised at the reception you get. Most will thank you for visiting. But there are some ground rules.
When meeting the business owner or manager simply say with a big smile, “Hi, I am [your name] from [your store].” (NOTE: If your business name is Keller Jewelers it would be best to call yourself Keller Watch Repair or just Keller’s, especially if your name is something like Keller’s Discount Diamond Warehouse. You get
the drift. Avoid threating names.) Then continue with, “…and we do watch batteries, pressure testing, watch band repairs,” etc. The “etcetera” is up to you. It’s OK to give them a laundry list of your services.
Have a good supply of business cards with you to leave with the store. If you can, it will be a plus if your cards have a little map on the back showing your location. You can place a discount offer on the card as well. Large, warehouse-type stores or large mall anchor stores can refer as many as 30 people per day! If you find that one of the stores who refers customers to you is really sending you a lot of referrals, make sure their supply of your business cards is always topped off.
You may be wondering why these stores are only too happy to refer their customers to another business. It is because too many times they have experienced problems by having their poorly trained clerks replace a battery. Once I had to rescue a large bulk, discount store that ruined a Piaget Polo (big bucks!).
I know that many of you will ask, “Who would bring a Piaget to that type of store?” But if you go to nine jewelers and all of them tell you to go away, what do you do? For some, the answer is to trust their watches with those who are barely qualified to identify that it’s a watch, let alone do any kind of repair!
Be thankful that many jewelers will not replace a battery. Tell the businesses you visit that you appreciate the referrals and if there is anything they need to let you know. Then wait for more business to walk in the door. It will get to the point where customers come in and you’ll know they are watch battery customers from what is in their hand: your business card.
This is one of the many ways profits can be realized with some knowledge of watch repair. If you yourself have never been trained to change a watch battery properly and professionally, we offer a free video on that topic on our website, TimeWorks.biz.
Have a good supply of business cards with you to leave with the store. If you can, it will be a plus if your cards have a little map on the back showing your location. You can place a discount offer on the card as well. Large, warehouse-type stores or large mall anchor stores can refer as many as 30 people per day! If you find that one of the stores who refers customers to you is really sending you a lot of referrals, make sure their supply of your business cards is always topped off.
You may be wondering why these stores are only too happy to refer their customers to another business. It is because too many times they have experienced problems by having their poorly trained clerks replace a battery. Once I had to rescue a large bulk, discount store that ruined a Piaget Polo (big bucks!).
I know that many of you will ask, “Who would bring a Piaget to that type of store?” But if you go to nine jewelers and all of them tell you to go away, what do you do? For some, the answer is to trust their watches with those who are barely qualified to identify that it’s a watch, let alone do any kind of repair!
Be thankful that many jewelers will not replace a battery. Tell the businesses you visit that you appreciate the referrals and if there is anything they need to let you know. Then wait for more business to walk in the door. It will get to the point where customers come in and you’ll know they are watch battery customers from what is in their hand: your business card.
This is one of the many ways profits can be realized with some knowledge of watch repair. If you yourself have never been trained to change a watch battery properly and professionally, we offer a free video on that topic on our website, TimeWorks.biz.
Jess Gendron is a seventh-generation watchmaker, having learned by his father Dan’s side since childhood. He is now the owner of Colorado Timeworks, a watch repair service center in Colorado Springs. He can be reached at talktothewatchguy@gmail.com, and his website is Timeworks.biz.
More on Independents
The Latest
TrendsApr 28, 2025
Suzanne Kalan Launches Tech Ring Jacket CollectionHealth monitors become statement pieces when paired with the brand’s new collection of stackable diamond-studded bands.
Events & AwardsApr 28, 2025
JCK Industry Fund Announces 2025 Grant RecipientsTen organizations were selected this year.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
