IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
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
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
MajorsApr 16, 2026
Stuller’s Latest Mountings Catalog Is Out NowThe “Mountings 2026-2027” catalog showcases Stuller’s largest and most diverse assortment to date with more than 400 new mounting styles.
PodcastsApr 15, 2026
Episode 4: The Natural Diamond DilemmaSally Morrison and Mark Klein discuss De Beers’ first beacon in 16 years and the mistake the industry made with lab-grown diamonds.
