MajorsApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
WatchesMar 24, 2016
How to: Sell More Watches
Experts share the best answer to the question, “Why do I need a watch when my phone tells the time?” and tell jewelers why they should carry smartwatches.
The environment of a retail store needs to reflect the type of watches being sold there, whether they’re sporty like this Tissot Quickster, more affordable mechanical brands such as Raymond Weil, high-end watches like Patek Philippe or smartwatches, such as this Bold model from Movado.
New York--With the world’s biggest watch show wrapping up in Basel, it is the perfect opportunity for jewelers to review strategies for selling both quartz and mechanical timepieces as well as smartwatches.
With just a few tips from industry experts, jewelers can avoid pitfalls, properly train staff and employ sales tactics that will keep customers coming back for watches time and time again.
To start, creating the right atmosphere is key to a successful sale.
A watch purchase, like a fine jewelry purchase, is an emotional one, said Steven Kaiser, owner of Kaiser Time Inc., a consulting and executive recruiting firm for the watch and jewelry industry.
“One mistake retailers make is not creating the full experience for the consumer,” he said. “This includes having an educated staff that has the ability to understand their clientele and offering a full assortment of brands, as well as an upscale and updated environment that reflects the products being sold.”
Without these elements, buyers are more likely to make the purchase online.
Training staff frequently and in a consistent manner also is crucial to selling watches in any brick-and-mortar store, experts said.
Gretchen Mathews, senior vice president of human resources at watch retailer Tourneau, said the best way to train salespeople on quartz and mechanical timepieces is a combination of interactive training and online courses that require testing.
She suggests looking to training provided by the Foundation of Haute Horlogerie, or FHH, the organization started in Geneva in 2005 to provide training and disseminate information about Swiss watchmaking and watch brands.
Courses on watches and watchmaking are particularly useful as some even offer hands-on elements, like the opportunity to disassemble and reassemble a basic mechanical movement.
Retailers also can see what watch brands have to offer authorized dealers when it comes to training, as many have effective training programs that can be done either on-site or online.
Aside from being technically educated on the intricacies of quartz, mechanical and smartwatches, Kaiser said sales staff need to romance the purchase by sharing the history of the brand and by telling personal stories that resonate with potential buyers.
“The ability of the salesperson to key in on the emotional part of the purchase is in many cases just as important as the technical aspects of the timepiece itself,” he said.
One of the many challenges inherent in selling watches--and jewelry, for
Editors' Picks
Sponsored by
that matter--today is luring in those younger buyers.
To the consumer who asks, “Why do I need a watch when my phone tells the time?” Mathews said the best answer is to physically put a timepiece of interest on that potential customer’s wrist. “Phones do tell the time, but nothing will ever replace the feeling of having a beautiful timepiece on your wrist,” she said.
Jewelers also need to tap into the meaning of a watch purchase to this age group. “For the younger generation, watches have become a status symbol and less of a timekeeping instrument,” said Kaiser.
A retailer’s goal, he added, should be to capture the consumer by selling them a watch as a rite of passage for a young professional. In doing so, the hope is that the consumer will continue to return for a new timepiece as they grow professionally.
Retailers also can play a role in teaching millennials about quartz and mechanical watches, said Haygo Demir, a Miami-based distributor to retailers in the Caribbean.
“Introducing young people to watches and their craftsmanship is important,” he said, adding that perhaps today’s retailers are not doing enough to educate young consumers and can engage this target group by holding open house events and seminars.
When it comes to the question of whether or not smartwatches belong in a traditional jewelry store the answer, sources said, is a resounding “yes.”
Demir said offering smartwatches is not only a must for success in the watch industry but provides an opportunity to attract younger customers. Smartwatches should not be viewed as replacing quartz and mechanical timepieces, but rather as creating new customers.
Training sales staff to sell smartwatches, Kaiser said, is no different than training them to sell a technical timepiece.
Finding the associates on the sales team who best understand the product and relate to the customer is one way to approach selling smartwatches. Allowing the sales professional to try out the timepiece is the best way to ensure they fully understand its capabilities.
“When they present it to a client they can personally walk them though all the functions because they have already had a test run,” Mathews said.
5 Simple Tips for Selling More Watches
1. Create the right atmosphere. Make sure your store is an upscale and updated environment that reflects the kind of watches you carry.
2. Train staff frequently and consistently. One place to start is the training offered by the Foundation of Haute Horlogerie. Watch brands also might have programs in place for authorized dealers that can be done in person or even online.
3. But don’t forget to also romance the watch. Make sure salespeople are well versed on the history of the brands they are selling so they can share that information with customers. Also, encourage them to share personal stories about watch brands that will resonate with buyers.
4. Put the watch on their wrist. This is the best answer to the question asked by many younger consumers, “Why do I need a watch when my phone tells the time?”
5. Carry smartwatches. They're not a replacement for quartz and mechanical watches but, rather, a tool that can attract a different type of clientele.
To the consumer who asks, “Why do I need a watch when my phone tells the time?” Mathews said the best answer is to physically put a timepiece of interest on that potential customer’s wrist. “Phones do tell the time, but nothing will ever replace the feeling of having a beautiful timepiece on your wrist,” she said.
Jewelers also need to tap into the meaning of a watch purchase to this age group. “For the younger generation, watches have become a status symbol and less of a timekeeping instrument,” said Kaiser.
A retailer’s goal, he added, should be to capture the consumer by selling them a watch as a rite of passage for a young professional. In doing so, the hope is that the consumer will continue to return for a new timepiece as they grow professionally.
Retailers also can play a role in teaching millennials about quartz and mechanical watches, said Haygo Demir, a Miami-based distributor to retailers in the Caribbean.
“Introducing young people to watches and their craftsmanship is important,” he said, adding that perhaps today’s retailers are not doing enough to educate young consumers and can engage this target group by holding open house events and seminars.
When it comes to the question of whether or not smartwatches belong in a traditional jewelry store the answer, sources said, is a resounding “yes.”
Demir said offering smartwatches is not only a must for success in the watch industry but provides an opportunity to attract younger customers. Smartwatches should not be viewed as replacing quartz and mechanical timepieces, but rather as creating new customers.
Training sales staff to sell smartwatches, Kaiser said, is no different than training them to sell a technical timepiece.
Finding the associates on the sales team who best understand the product and relate to the customer is one way to approach selling smartwatches. Allowing the sales professional to try out the timepiece is the best way to ensure they fully understand its capabilities.
“When they present it to a client they can personally walk them though all the functions because they have already had a test run,” Mathews said.
5 Simple Tips for Selling More Watches
1. Create the right atmosphere. Make sure your store is an upscale and updated environment that reflects the kind of watches you carry.
2. Train staff frequently and consistently. One place to start is the training offered by the Foundation of Haute Horlogerie. Watch brands also might have programs in place for authorized dealers that can be done in person or even online.
3. But don’t forget to also romance the watch. Make sure salespeople are well versed on the history of the brands they are selling so they can share that information with customers. Also, encourage them to share personal stories about watch brands that will resonate with buyers.
4. Put the watch on their wrist. This is the best answer to the question asked by many younger consumers, “Why do I need a watch when my phone tells the time?”
5. Carry smartwatches. They're not a replacement for quartz and mechanical watches but, rather, a tool that can attract a different type of clientele.
More on Watches
The Latest
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
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 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
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.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
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.
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.
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.
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.
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.
