Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
WatchesJan 19, 2017
Ask the Watch Guy: Selling and Closing Repairs
National Jeweler’s “Watch Guy” runs the down the list of common mistakes that jewelers make that cause them to lose repair customers.
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.
Some of the best salespeople I know, who can sell $10,000 pieces of jewelry or watches, have a hard time closing the deal when it comes to repairs. I know. My trade customers ask me from time to time to speak to their customer and close the deal on a watch repair for them; I watched the masters from my childhood to learn how to do this. To sell a watch (or jewelry) repair requires a different skill set than selling an item.
First of all, even though it’s a watch, smile. If you can’t think of another reason, smile because someone thought enough of your store to ask you to take care of their sentimental possession. If it didn’t mean something to them, they wouldn’t have bothered schlepping it into your store. So, remember that the watch repair customer is there because they want to have it serviced. Knowing this, selling a service should be easy and enjoyable.
One mistake I see too often is the salesperson apologizing for the price and blaming the watchmaker or some other excuse as to why the repair costs what it does. This is a big turn-off to the customer, who is not only listening to the price but is picking up on your attitude and confidence about the repair as well; these are signals that tell them whether or not to have the repair done. You’re offering a needed service at a good value, so be positive when you present the estimate. Assure the customer that their watch will be serviced by caring, confident professional with your attitude.
Imagine if I was selling a yacht and I did not know how big the engine was, how many people it could accommodate or where the wheel house was. I wouldn’t sell many big boats, would I? Maybe you should take some time to educate yourself about how a watch works, if you are not already familiar with it. I’m not saying you need to be able to perform the repair but at least know what is being repaired--the part(s) and their function(s). This way, you have more than just a price to use as a sales tool.
Some things you want to know--have this information at your fingertips if possible--are:
--What watches do you accept for repair;
-- What services do you offer, e.g. batteries, crystals, seal, etc.; and
-- What are the basic prices for these services.
The best way to get an “OK” on an estimate is to not need one, especially if you use the “if-more-call” method. You should have a good idea of what your watch repair person charges for a mechanical or automatic service, mineral glass crystals, etc. If a mechanical watch comes in not working, you can assume that it will at least need a service at a cost of $XX. Give the customer your retail price for that service and say, “If the watchmaker finds it needs anything else, we will give you a call before proceeding.”
When the customer agrees to the basic price, you know they are serious about having it repaired. Then, in the instructions to the watch repair person, mark the job ticket with “service, if more call.” This will save lots of time going back and forth on the phone between the watch repair person, you and your customer to get an OK. The best time and place to get an OK is in your store and now.
When you do get that OK, stop selling. Settle the details, fill out the repair ticket and keep smiling. And, by the way, it’s a good idea to take a down- or pre-payment on a repair. Not only does this lock the sale in the customer’s mind, but it also ensures a much better chance of having the watch picked up in a timely fashion.
Lastly, come to grips with the fact that many of your service customers will not opt for your services. This in itself creates a selling opportunity. In the cases in which the customer needs an expensive watch or jewelry repair and they decline immediately, offer them a new one from your stock. By doing this instead of just being disappointed, you will make many more sales. There are a significant number of your repair customers who are just waiting for a good excuse to buy something new. Make sure to give them the opportunity so you both can be happy.
In our next article, we’ll discuss looking the part.
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.
When the customer agrees to the basic price, you know they are serious about having it repaired. Then, in the instructions to the watch repair person, mark the job ticket with “service, if more call.” This will save lots of time going back and forth on the phone between the watch repair person, you and your customer to get an OK. The best time and place to get an OK is in your store and now.
When you do get that OK, stop selling. Settle the details, fill out the repair ticket and keep smiling. And, by the way, it’s a good idea to take a down- or pre-payment on a repair. Not only does this lock the sale in the customer’s mind, but it also ensures a much better chance of having the watch picked up in a timely fashion.
Lastly, come to grips with the fact that many of your service customers will not opt for your services. This in itself creates a selling opportunity. In the cases in which the customer needs an expensive watch or jewelry repair and they decline immediately, offer them a new one from your stock. By doing this instead of just being disappointed, you will make many more sales. There are a significant number of your repair customers who are just waiting for a good excuse to buy something new. Make sure to give them the opportunity so you both can be happy.
In our next article, we’ll discuss looking the part.
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
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
