EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
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
Editors' Picks
Sponsored by
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
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
