FinancialsDec 02, 2025
Signet Jewelers’ Q3 Sales Up Amid Continued Focus on Lower Price PointsThe retailer offered more fashion jewelry priced under $1,000, including lab-grown diamond and men’s jewelry.
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
CollectionsDec 02, 2025
Briony Raymond Introduces First FragranceThe eau de parfum is held in a fluted glass bottle that mirrors the decor of the brand’s atelier, and its cap is a nod to its “Sloan” ring.
SourcingDec 02, 2025
Petra Diamonds Elevates Interim CEOs to Permanent StatusVivek Gadodia and Juan Kemp, who’ve been serving as interim co-CEOs since February, will continue to lead the diamond mining company.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
MajorsDec 02, 2025
Lee Krombholz Takes Over as Chair of MJSA Education FoundationIn addition, a slate of new officers and trustees were appointed to the board.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingDec 02, 2025
Brendan Laurs Honored With 2025 Bonanno AwardLaurs is the editor-in-chief of Gem-A’s The Journal of Gemmology and an expert on the formation of colored gemstone deposits.
CrimeDec 01, 2025
Fourth Man Charged in Louvre Jewelry HeistThe man, who has a criminal history, is suspected of being the fourth member of the four-man crew that carried out the heist.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
AuctionsDec 01, 2025
Christie’s Presents ‘Splendor & Style’ CollectionThe single-owner collection includes one of the largest offerings of Verdura jewels ever to appear at auction, said Christie’s.
MajorsDec 01, 2025
PGI Debuts Platinum-Filled Holiday Gift GuideThe guide features all-new platinum designs for the holiday season by brands like Harwell Godfrey, Ritani, and Suna.
FinancialsNov 26, 2025
Movado CEO Talks Tariffs, Growing Interest in Accessible Luxury WatchesDuring its Q3 call, CEO Efraim Grinberg discussed the deal to lower tariffs on Swiss-made watches, watch market trends, and more.
TrendsNov 26, 2025
Piece of the Week: Rosior’s Pumpkin RingRosior’s high jewelry cocktail ring with orange sapphires and green diamonds is the perfect Thanksgiving accessory.
IndependentsNov 26, 2025
Greenwich St. Jewelers Launches Colorful Holiday CampaignThe “Embrace Your True Colors” campaign features jewels with a vibrant color palette and poetry by Grammy-nominated artist Aja Monet.
MajorsNov 26, 2025
Serafino Consoli Names New VP of Sales, Brand Development for the AmericasLuxury veteran Alejandro Cuellar has stepped into the role at the Italian fine jewelry brand.
Events & AwardsNov 26, 2025
Grandview Klein Presents 4 Scholarships in NamibiaThe company gave awards to four students at the Namibia University of Science & Technology, including one who is a Grandview Klein employee.
IndependentsNov 25, 2025
Pearl Stringer Margaret Hoisik DiesShe is remembered as an artist who loved her craft and was devoted to her faith, her friends, and her family.
SourcingNov 25, 2025
Finestar Opens Diamond Manufacturing Facility in JohannesburgIt joins the company’s other manufacturing facilities globally, including in India, Botswana, and Namibia.
TrendsNov 25, 2025
Amanda’s Style File: Polka DotsThe polka dot pattern transcends time and has re-emerged as a trend in jewelry through round-shaped gemstones.
CrimeNov 25, 2025
Former Arizona AG Official Charged With Trafficking Stolen JewelryVanessa Hickman, 49, allegedly sold a diamond bracelet that was mistakenly sent to her home.
Events & AwardsNov 25, 2025
GIA Awards Susan Jacques With Its Highest HonorGIA’s former president and CEO was presented with the Richard T. Liddicoat Award for Distinguished Achievement.
Recorded WebinarsNov 24, 2025
Watch: Top Tips for Social Media EtiquetteSocial media experts spoke about protecting brand reputation through behaving mindfully online.
WatchesNov 24, 2025
Breitling Reveals Plans for Gallet, Universal GenèveIn 2026, the three will come together as “House of Brands,” with Gallet sold in Breitling stores and Universal Genève sold separately.
CollectionsNov 24, 2025
Muse Debuts a Wicked 'Have a Heart x Cynthia Erivo' SequelThe second drop, which includes more Elphaba-inspired pieces from additional designers, will continue to benefit nonprofit Dreams of Hope.
IndependentsNov 24, 2025
J.R. Dunn Jewelers Names New PresidentSecond-generation jeweler Sean Dunn has taken on the role.
MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
