CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
IndependentsJul 18, 2017
Ask the Watch Guy: Making Your Competitors Your Compatriots
Plenty of stores don’t change watch batteries. If you do, here’s how you can pick up the business they’re missing.
Jess Gendron is a seventh-generation watchmaker, having learned by his father Dan’s side since childhood. He can be reached at talktothewatchguy@gmail.com.
Those who do watch repairs and watch batteries can teach us all something. We had a comment from a jeweler earlier this year who does more than 17,000 watch batteries per year. She said that it nearly pays all her expenses.
I recently surveyed the local mall for jewelers who do and do not replace watch batteries. Of the five national chain stores in the mall, all were on the same page: “If we did not sell the watch to you, we do not replace the battery.”
Half of them sent the watch to an outside service center.
There was a single independent jeweler who did watch batteries on watches he did not sell, but he was open only part time.
So that’s six retail locations in one shopping mall that don’t regularly change all customers’ watch batteries in-house, not to mention the anchor department stores that have the same policies as the national chain jewelry stores. These policies go a long way in creating demand for watch battery services.
What if I told you that it’s possible to convert those passive jewelers’ policies into a stream of watch repair and watch battery customers for you? Not one of those mall jewelers had any problems suggesting other businesses to get the battery replaced. What if they told their customers to go see you?
This is especially true when dealing with jewelers who would rather catch the plague then have anything to do with a watch. It’s a lot easier for them to blow off a customer when they have someplace to send them.
Imagine if you had the gumption to visit every place in your market area that either sells watches or installs watch batteries. First, make a list of those businesses including the big “mart” stores, then visit them all.
I know that most of you will shrink into your seats at the thought of visiting your competitors. But believe me, it’s very easy and you will be surprised at the reception you get. Most will thank you for visiting. But there are some ground rules.
When meeting the business owner or manager simply say with a big smile, “Hi, I am [your name] from [your store].” (NOTE: If your business name is Keller Jewelers it would be best to call yourself Keller Watch Repair or just Keller’s, especially if your name is something like Keller’s Discount Diamond Warehouse. You get
the drift. Avoid threating names.) Then continue with, “…and we do watch batteries, pressure testing, watch band repairs,” etc. The “etcetera” is up to you. It’s OK to give them a laundry list of your services.
Have a good supply of business cards with you to leave with the store. If you can, it will be a plus if your cards have a little map on the back showing your location. You can place a discount offer on the card as well. Large, warehouse-type stores or large mall anchor stores can refer as many as 30 people per day! If you find that one of the stores who refers customers to you is really sending you a lot of referrals, make sure their supply of your business cards is always topped off.
You may be wondering why these stores are only too happy to refer their customers to another business. It is because too many times they have experienced problems by having their poorly trained clerks replace a battery. Once I had to rescue a large bulk, discount store that ruined a Piaget Polo (big bucks!).
I know that many of you will ask, “Who would bring a Piaget to that type of store?” But if you go to nine jewelers and all of them tell you to go away, what do you do? For some, the answer is to trust their watches with those who are barely qualified to identify that it’s a watch, let alone do any kind of repair!
Be thankful that many jewelers will not replace a battery. Tell the businesses you visit that you appreciate the referrals and if there is anything they need to let you know. Then wait for more business to walk in the door. It will get to the point where customers come in and you’ll know they are watch battery customers from what is in their hand: your business card.
This is one of the many ways profits can be realized with some knowledge of watch repair. If you yourself have never been trained to change a watch battery properly and professionally, we offer a free video on that topic on our website, TimeWorks.biz.
Have a good supply of business cards with you to leave with the store. If you can, it will be a plus if your cards have a little map on the back showing your location. You can place a discount offer on the card as well. Large, warehouse-type stores or large mall anchor stores can refer as many as 30 people per day! If you find that one of the stores who refers customers to you is really sending you a lot of referrals, make sure their supply of your business cards is always topped off.
You may be wondering why these stores are only too happy to refer their customers to another business. It is because too many times they have experienced problems by having their poorly trained clerks replace a battery. Once I had to rescue a large bulk, discount store that ruined a Piaget Polo (big bucks!).
I know that many of you will ask, “Who would bring a Piaget to that type of store?” But if you go to nine jewelers and all of them tell you to go away, what do you do? For some, the answer is to trust their watches with those who are barely qualified to identify that it’s a watch, let alone do any kind of repair!
Be thankful that many jewelers will not replace a battery. Tell the businesses you visit that you appreciate the referrals and if there is anything they need to let you know. Then wait for more business to walk in the door. It will get to the point where customers come in and you’ll know they are watch battery customers from what is in their hand: your business card.
This is one of the many ways profits can be realized with some knowledge of watch repair. If you yourself have never been trained to change a watch battery properly and professionally, we offer a free video on that topic on our website, TimeWorks.biz.
Jess Gendron is a seventh-generation watchmaker, having learned by his father Dan’s side since childhood. He is now the owner of Colorado Timeworks, a watch repair service center in Colorado Springs. He can be reached at talktothewatchguy@gmail.com, and his website is Timeworks.biz.
More on Independents
The Latest
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
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.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
