MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
WatchesJan 10, 2017
Ask the Watch Guy: Responding to Your Comments
Jess Gendron takes over for his father as National Jeweler’s watch columnist and takes on comments posted on his father’s previous articles.
Jess Gendron is a seventh generation watchmaker, having learned by his father Dan Gendron’s side since childhood. He can be reached at talktothewatchguy@gmail.com.
Happy New Year, and welcome to “Ask the Watch Guy,” a new column for National Jeweler authored by a seventh generation watchmaker.
Each month in this column, we will be responding to your comments and questions, so please feel free to send any watch related questions to me at talktothewatchguy@gmail.com.
Here are some comments from previous watch articles by Dan Gendron published on NationalJeweler.com.
Sandra Severt, from the June column “Upping Your Game, and Profits, with Watch Repairs”
“I applaud the care with which you handle the watches. Bravo. However, it seems you do so not because you care about the consumer but because you can then charge said consumer $25 for a watch battery. Twenty- five dollars is not a lot to most people, but to those living on a fixed income, those who are most likely to own a $15 or $100 biohazard watch, it is a lot.”
The amount we are paid is not the real issue. The issue is doing a truly professional job. I have had students in our seminars who would tell us that they do watch batteries for free and why should they put that much effort in to it?
The old maxim is beginning to play in the back of the minds of craftsmen everywhere reading this--“If it’s worth doing, it’s worth doing well!” Professionalism is our best advertisement. If the work you do is like everyone else in town who considers doing watch batteries a chore and not an opportunity, that gives you neither a good reputation nor better profits.
Better profits come from the service we offer and how it is performed. If you choose to charge a modest price, the effect on profits will be the same if you perform the service with high quality.
I recently got a large trade account who tried to talk us out of cleaning the watch cases and giving them a ride on the Selvet cloth when we change batteries for them. Her reason was “Nobody does it.” We told her that was the reason we do it. She then understood the value of simply giving a watch a shine before returning it to the customer.
As to the “biohazard” comment, consider this: if it was a diamond ring that someone has been wearing for 25-plus years, would you be as squeamish?
Truth is, some people treat their watches with more regard than they do their
diamonds. So when I clean all the “fromage” off the case and band and give it ride on the Selvet cloth before I hand it back to them, they almost always ask me what the cloth was that I rubbed it with to make it shine. I have sold a lot of rouge cloths that way.
But beyond that, they see with their own eyes that I cared enough to do a job as good as I would do for someone I love. Treating the customer with this much care goes a long way. It’s a natural consequence of offering quality unparalleled service that money follows close behind.
Over the years, we have had students who have adopted these techniques tell us that their customers notice the improved services and that the effect was very positive.
Now for the other side of the coin.
Jeff Cody, from the August column “Changing Watch Batteries, A Visual Guide”
“I am thankful for each and every jeweler who has decided watch batteries are not worth their time. Last year, we sold just under 17,000 batteries. All by themselves, batteries make up a huge part of our annual profits, not to mention the add-on sales of bands and repairs (another thing most jewelers don’t want to be bothered with), and then of course there are the big-item sales we make because someone just stopped by for a battery and saw something on our shelves that they just had to have.”
I must admit that I can’t find much to comment on here. He seems to say it all. I have to say that he really has got it together and also has a commanding dominance in the market. The effect is caused by actions they choose. This store knows its market.
Faith Popcorn wrote a book in the ‘90s called The Popcorn Report in which she said that the more society becomes high tech, the more there will be a corresponding demand for high-touch products, meaning products that are personalized and/or are accompanied by a high level of service.
In the last 40 years, there has never been a more accurate prediction of future events. For example, look at Starbucks, shopper services, etc. The jewelers who are doing well are those who are exploiting that desire in their customers. Money is secondary. The service we offer is what should make us shine. Offer unparalleled service in today’s market and the world will cut a path to your door.
If you have questions on watches, watch repair, selling repairs or anything watch related, please forward them to me at talktothewatchguy@gmail.com so we can all learn from our collective mind.
Jess Gendron is a seventh generation watchmaker, having learned by his father Dan Gendron’s side since childhood. Jess Gendron is now the owner of Colorado Timeworks, a watch repair service center in Colorado Springs. He can be reached at talktothewatchguy@gmail.com.
But beyond that, they see with their own eyes that I cared enough to do a job as good as I would do for someone I love. Treating the customer with this much care goes a long way. It’s a natural consequence of offering quality unparalleled service that money follows close behind.
Over the years, we have had students who have adopted these techniques tell us that their customers notice the improved services and that the effect was very positive.
Now for the other side of the coin.
Jeff Cody, from the August column “Changing Watch Batteries, A Visual Guide”
“I am thankful for each and every jeweler who has decided watch batteries are not worth their time. Last year, we sold just under 17,000 batteries. All by themselves, batteries make up a huge part of our annual profits, not to mention the add-on sales of bands and repairs (another thing most jewelers don’t want to be bothered with), and then of course there are the big-item sales we make because someone just stopped by for a battery and saw something on our shelves that they just had to have.”
I must admit that I can’t find much to comment on here. He seems to say it all. I have to say that he really has got it together and also has a commanding dominance in the market. The effect is caused by actions they choose. This store knows its market.
Faith Popcorn wrote a book in the ‘90s called The Popcorn Report in which she said that the more society becomes high tech, the more there will be a corresponding demand for high-touch products, meaning products that are personalized and/or are accompanied by a high level of service.
In the last 40 years, there has never been a more accurate prediction of future events. For example, look at Starbucks, shopper services, etc. The jewelers who are doing well are those who are exploiting that desire in their customers. Money is secondary. The service we offer is what should make us shine. Offer unparalleled service in today’s market and the world will cut a path to your door.
If you have questions on watches, watch repair, selling repairs or anything watch related, please forward them to me at talktothewatchguy@gmail.com so we can all learn from our collective mind.
Jess Gendron is a seventh generation watchmaker, having learned by his father Dan Gendron’s side since childhood. Jess Gendron is now the owner of Colorado Timeworks, a watch repair service center in Colorado Springs. He can be reached at talktothewatchguy@gmail.com.
More on Watches
The Latest
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director Eric Ford will step into the role, bringing with him decades of experience.
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
SourcingJul 14, 2025
Ethical Gem Fair Heads to SeattleThe trade-only event will host its debut fair in the Emerald City later this month.
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in SeptemberIts sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
