Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
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.

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.
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.
The Latest

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

“The Jewelry Book” comes out this September.


The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The event is set for May 16-19 in Detroit, Michigan.

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

The organization has also announced this year’s slate of judges.

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

Lori Tucker started at Williams Jewelers when she was 18 years old.

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

The winning designs captured the “Radiance” theme.