Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
IndependentsJun 28, 2016
Column: Upping Your Game, and Profits, with Watch Repairs
In part one of a multi-part column, Dan Gendron, C.M.H., teaches jewelers how to replace a customer’s watch battery in a manner that sets them apart from the competition.
Dan Gendron is a sixth generation watchmaker, working in the trade for more than 47 years. He is the author of “It’s TIME to Make MORE Money with Watch Repairs” and “Simplified Mechanical Watch Repair for Profit.” Reach him at talktothewatchguy@gmail.com.
We speak to many jewelers who are unaware of the profit potential available with watch repairs in their store. Something as simple and mundane as changing a watch battery--correctly, mind you--can yield thousands of dollars more for your store each year.
If it’s just the price of the battery service that sets you apart from the guy down the block, why should a customer come to you for that service? But, if you replace a battery in a professional, excellent and caring way, customers will be glad to give you the higher price, if they are getting more value.
In most jewelry stores, six out of 10 customers walking in the door are there for a watch battery replacement. It is just a few degrees difference between excellence and mediocrity. You and your staff should know how to perform a watch battery service professionally. It’s not difficult; it just takes a few more moments than “slapping in a battery,” and the rewards--both monetary and prestige--for your store are great.
When a customer hands you a watch for a battery, don’t immediately open the back and start flipping out the old battery. You should have a watch battery pulse tester (a device that is available on eBay, Amazon or at your friendly local watch materials distributor) to determine if the battery is indeed dead or if there could be another problem with the watch.
Let the customer know that you are checking the old battery first. As a matter of fact, it’s a good idea to do this on the counter, in front of the customer.
If the battery is, in fact, dead, still don’t open the watch right away. Instead, take time to inspect the timepiece. Is the crown worn or missing? Is the crystal scratched? Is the band in need of repair or replacement? Each of these conditions is an opportunity for an add-on sale.
When the pizza shop takes your order, don’t they ask if you want a 2-liter bottle of soda with that? They do this as standard operating procedure because it works. You should be doing this, too.
Now it’s time to open the watch to replace the battery. Even though it’s a relatively simple task, use your loupe to do the job properly, because not seeing what you are doing inside a watch can be perilous. Besides, it gives the customer confidence in your
abilities if you are tooled-up and look the part.
Place your finger gently over the coil (the fine copper wire) of the movement. This will protect it from a slip with a tweezers. If you cut one of those copper coils, the entire movement is ruined and will have to be replaced--at your expense.
Before putting the back back on the watch, be sure that the gaskets are in good shape (not dried out or stretched out) and replace them as necessary. It’s a small investment to have the customer know you care about their watch. Also, place a small amount of silicone around the gasket to restore the water resistance of the watch. (Note: This is water resistance, not waterproof.)
Next, take a toothbrush and some alcohol to the case and metal band to clean any foreign matter--or, as the French would say, “fromage de corps”--and then wipe the case and metal band with a polishing cloth. The look in the eye of your customer when they see their watch is shiny again is worth the 20 extra seconds this takes.
Don’t forget to set the watch to the correct time before you hand it back to the customer.
Now you can charge $15, $20, $25 or more for an item that costs you less than $1, and know that the value you add to this simple service will be appreciated by the customer and is something of which you can be proud.
In coming weeks, we will be discussing these processes in more detail, as well as other simple and profitable repairs you can achieve in your store.
Dan Gendron is a sixth generation watchmaker, working in the trade for more than 47 years. He is the author of It's TIME to Make MORE Money with Watch Repairs and Simplified Mechanical Watch Repair for Profit, as well as a 12-part educational video series, A Course in Profits with Watch Repairs. To buy copies of his books and videos email him at talktothewatchguy@gmail.com.
Place your finger gently over the coil (the fine copper wire) of the movement. This will protect it from a slip with a tweezers. If you cut one of those copper coils, the entire movement is ruined and will have to be replaced--at your expense.
When the pizza shop takes your order, don’t they ask if you want a 2-liter bottle of soda with that? They do this as standard operating procedure because it works. You should be doing this (when you change watch batteries), too.Before you remove the old battery, use your loupe to determine the pole of the up side of the battery (positive or negative.) Determine the battery number with which to replace it, and be sure that you have the battery in the same direction as the one you removed. Place the new battery in the watch and determine if this makes the watch tick.
Before putting the back back on the watch, be sure that the gaskets are in good shape (not dried out or stretched out) and replace them as necessary. It’s a small investment to have the customer know you care about their watch. Also, place a small amount of silicone around the gasket to restore the water resistance of the watch. (Note: This is water resistance, not waterproof.)
Next, take a toothbrush and some alcohol to the case and metal band to clean any foreign matter--or, as the French would say, “fromage de corps”--and then wipe the case and metal band with a polishing cloth. The look in the eye of your customer when they see their watch is shiny again is worth the 20 extra seconds this takes.
Don’t forget to set the watch to the correct time before you hand it back to the customer.
Now you can charge $15, $20, $25 or more for an item that costs you less than $1, and know that the value you add to this simple service will be appreciated by the customer and is something of which you can be proud.
In coming weeks, we will be discussing these processes in more detail, as well as other simple and profitable repairs you can achieve in your store.
Dan Gendron is a sixth generation watchmaker, working in the trade for more than 47 years. He is the author of It's TIME to Make MORE Money with Watch Repairs and Simplified Mechanical Watch Repair for Profit, as well as a 12-part educational video series, A Course in Profits with Watch Repairs. To buy copies of his books and videos email him at talktothewatchguy@gmail.com.
More on Independents
The Latest
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
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.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
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.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’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.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
