Platinum Finds its Time

June 1999


Platinum Finds its Time

Austern & Paul debuts a new line of timepieces

Though platinum is used primarily in jewelry, it also has found a place in time. Timekeeping, more precisely.

Austern & Paul, a jewelry and watch manufacturer in New York City, has accommodated retailers' requests with what may be the first full line of platinum timepieces in the U.S. "We've done so well with platinum jewelry that expanding our watch line with platinum seems natural," says Steven G. Orgel, coowner of the 105-year-old company. "Platinum is the real white metal," he says. "It's pure, the finish is bright and when customers feel a platinum piece, they notice the luxury."

The company is well-versed in the luxury watch market. Karat gold watches already comprise about 40% of its sales, most under the Austern & Paul brand. It's also well-established as a maker of gold and diamond private-label watches.

Few Alternatives
As the company's primarily upscale independent retailers know, most watchmakers reserve white-hot platinum for limited-edition or other commemorative designs. And though several companies feature one or two platinum models in ongoing lines, this is the first time a full-line assortment that can be reordered and customized is available.

As a U.S. manufacturer, Austern & Paul makes its own hand-polished bracelets and cases, sets all its diamonds and services all its client's repairs. "Part of our flexibility is our manufacturing ability here in New York," says Orgel. "We can quickly fill a custom order." Movements, most dials and crystals are Swiss-made.

Austern & Paul offers more than 30 platinum watch styles. Many feature bracelets that complement the company's karat gold and platinum jewelry. Strap models without diamonds start at $950 retail. At the higher end, a watch with 12.7 carats of diamonds is $35,000. All watches sell with full keystone prices, and no minimum order is required.

  • Austern & Paul, New York, NY; (800) 221-2066

Austern & Paul's new platinum watch line includes this model featuring a cushion-shaped case and 1.44 carats of diamonds in the bezel and markers. Keystone, $10,500.


This platinum model has 1.8 carats of diamonds and two additional leather straps in a leather travel or storage pouch. Keystone, $4,000 with diamonds, $2,500 without.

– by Michael Thompson





  U.S.-Made Time Still Ticks

Despite competition from major Swiss and Japanese watch companies, U.S. timepiece production and design are flourishing in certain market niches.

The movements may be Swiss or Japanese, but the design, marketing and often assembly and full manufacturing of these watches are done in the U.S.

This month's focus on the watches of fine jeweler Austern & Paul, New York City, is the first in a series on U.S. watch manufacturers and designers.

Copyright © 1999 by Bond Communications.


HomeAsk the ExpertBrainstormStatsSite of the WeekConsumer Press Scan
Your Business On-LineCalendarMagazine & Site ArchivesStaffSite Map
Professional Jeweler EventsGuide to Electronic Services
Classified On-LineJA Certification Study Session

Home Ask the Expert Brainstorm Stats Site of the Week Consumer Press Scan Your Business On-Line Calendar Staff Site Map