Gift-Giving Guidance

April 1998


Gift-Giving Guidance

Boost sales among men buying watches for women

If your customer is a man buying a watch for a woman, chances are good he needs some guidance. You may already have a list of questions to ask men in search of jewelry for women, but don't forget about watches. In some ways, the choices are less confusing than with jewelry. Still, it helps to determine the woman's style and lifestyle when helping the man make his choice. Here's a quick quiz offered by the Watchmakers of Switzerland Information Center to help narrow the choices:


Which one best describes her?

A) Casual/sporty
B) Corporate/professional
C) Elegant/formal


When and where will the watch be worn?

A) Weekends - leisure time and sports
B) Daytime - office and business meetings
C) Evening - formal functions and special events


Under what conditions will the watch be worn?

A) Rugged wear with some exposure to the elements
B) Daily wear in a professional setting
C) Limited wear as special- occasion jewelry

The Answer Is ...
If your customer chose "A" answers more often, suggest he look at sport watches. In particular, look for a water-resistant model with a stainless steel bracelet that will withstand rigorous activity and various weather conditions. If she's a sports enthusiast, think about a chronograph. Probe a little more to find out if she's into a specific sport – more women than ever scuba dive, for example, making a diver watch an ideal gift.

If your customer chose more "B" answers, suggest a classic watch with a traditional look. Retailers and manufacturers say most women tend to like bracelets, and new all-steel or two-tone models are proving extremely popular. Small square or rectangular dials with leather straps or bracelets are also perennial favorites.

If the answers were mostly "C," you should lead your customer to consider an elegantly refined timepiece. The natural choices in this category are gold or platinum. For added drama, look for models featuring mother-of-pearl dials. This past season, retailers reported styles featuring diamond markers or bezels sold exceptionally well.

A final note from WOSIC: convey your store's return policy clearly. This results in satisfied customers who may become repeat buyers.

For more information or free Timely Tips brochures, write to the Watchmakers of Switzerland Information Center Inc., 201 Passaic St., Suite 103, Rochelle Park, NJ 07662;

by Michael Thompson

Copyright © 1998 by Bond Communications.


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