Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TechnologyOct 02, 2018
The E-Commerce Site That Sells Watches for Retailers
Troverie wants to bridge the gap between online and in-store sales of high-end watches with its omnichannel platform.
New e-commerce site Troverie is hoping to fill the “service gap” it sees in the market by offering a platform where retailers can sell their luxury watches and that provides a level of service fitting for the high-end manufacturers.
New York—A new e-commerce site has launched that wants to bring a better online shopping experience to luxury watch consumers.
Troverie is an omnichannel platform offering more than 800 new watches from some of the world’s best-known brands, with one important feature: The watches are fully authorized to be sold on the platform by the manufacturers.
CEO Fred Levin said the idea for the platform came from within the industry.
A group of jewelers approached Levin, the former CEO of The NPD Group’s luxury business, about finding a solution to the problem of how to best serve the luxury watch consumer online in a way that would be acceptable to both the brands and the retailers.
Levin said the retail model for high-end watches has been “out of step with the luxury watch consumer” for a while now. This is because said consumer wants three things: the opportunity to buy in an omnichannel environment; the ability to buy a watch with the backing of the manufacturer; and the opportunity to shop in a multi-brand environment.
Yet very few watch sales meet all those criteria, he said.
So Levin created Troverie to meet those needs.
“We are all about creating a service experience that is commensurate with the magnitude of a luxury watch exactly,” he said, adding that Troverie allows watch manufacturers, many of which don’t allow retailers to sell their products online, to do so in a controlled way.
As of now, Troverie sells watches from 16 brands, well-known names such as Blancpain, Breguet, Breitling, Longines, Movado, Omega, Raymond Weil, TAG Heuer and Ulysse Nardin. The company anticipates adding a few more brands this year, he told National Jeweler.
The clicks-and-bricks model also means that the shopper can have her or his watch delivered directly to them or sent to a store for pick-up, as well as sizing and education on watch care.
Levin said this model is not only beneficial for consumers—providing them the assurance of buying from authorized retailers in a luxury setting—but also for the industry, allowing jewelers to sell their
Editors' Picks
Sponsored by
inventory online while also assuring the watch manufacturers that their products are being sold in an environment consistent with their brand image.
“The watch industry has been desperate for an omnichannel sales vehicle led by true experts to properly bridge the gap between online and in-store sales. Troverie is just what Breitling and our authorized retailers have needed,” Breitling Global CEO Georges Kern said in a press release. “With Troverie, consumers can rest assured that they are looking at an expertly curated collection of authorized watches and complete their purchase with ease and peace of mind, knowing the source is authentic.”
It makes sense, then, that a platform striving to give luxury watch brands the best in-store experience would also then allow those manufacturers to choose and invite retail partners to the Troverie network.
“We’re not choosing them,” Levin said. “We’re basically allowing luxury brands to invite any luxury jeweler across the country to work with us, provided that they comply with our policies and have the technical wherewithal to connect with us.”
He noted the importance of the latter because of the need for a point-of-sale system giving real-time inventory information so Troverie never sells product not available.
“That would not be in the best interest of making sure that a consumer is always getting impeccable service because if, for whatever reason, someone had an oligopoly or monopoly on an area then they would get the order (even if they provide poor service). That’s not how we operate.”
But for those retailers with which they partner, Troverie is offering not only the ability to sell luxury watches online, but also access to a whole new group of consumers they may not have been able to reach before, he said.
“It’s hard for a regionally-based business to have the scale to rank high in the various Google search algorithms or to have the capital to invest online to really break out of the noise. We’re basically their marketing arm in a sense, in that we’re covering all of the customer acquisition costs.”
“The watch industry has been desperate for an omnichannel sales vehicle led by true experts to properly bridge the gap between online and in-store sales. Troverie is just what Breitling and our authorized retailers have needed,” Breitling Global CEO Georges Kern said in a press release. “With Troverie, consumers can rest assured that they are looking at an expertly curated collection of authorized watches and complete their purchase with ease and peace of mind, knowing the source is authentic.”
It makes sense, then, that a platform striving to give luxury watch brands the best in-store experience would also then allow those manufacturers to choose and invite retail partners to the Troverie network.
“We’re not choosing them,” Levin said. “We’re basically allowing luxury brands to invite any luxury jeweler across the country to work with us, provided that they comply with our policies and have the technical wherewithal to connect with us.”
He noted the importance of the latter because of the need for a point-of-sale system giving real-time inventory information so Troverie never sells product not available.
“The watch industry has been desperate for an omnichannel sales vehicle led by true experts to properly bridge the gap between online and in-store sales.” – Breitling Global CEO Georges KernWith regards to the policies, Troverie is a “consumer-first” site, Levin said, which means there are a few rules not all jewelers will like, such as saying no to geographic exclusivity.
“That would not be in the best interest of making sure that a consumer is always getting impeccable service because if, for whatever reason, someone had an oligopoly or monopoly on an area then they would get the order (even if they provide poor service). That’s not how we operate.”
But for those retailers with which they partner, Troverie is offering not only the ability to sell luxury watches online, but also access to a whole new group of consumers they may not have been able to reach before, he said.
“It’s hard for a regionally-based business to have the scale to rank high in the various Google search algorithms or to have the capital to invest online to really break out of the noise. We’re basically their marketing arm in a sense, in that we’re covering all of the customer acquisition costs.”
More on Technology
The Latest
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
