MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
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
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
