CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
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
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
