Professional Jeweler Archive: Building Customer Relationships

March 2000

For Your Staff/Selling Timepieces

Building Customer Relationships

Your watchmaker can help build customer loyalty. Be sure you’re aware of his or her services

In the past, we’ve discussed how watchmakers build your image as a full-service jeweler. Here’s a closer look at how you can use your watchmaker to strengthen customer relations.

Closing a Sale

Maybe the customer needs a bit more reassurance about a watch. Though you may be a well-informed and confident sales associate, don’t be afraid to get the watchmaker involved if you think it will help close the deal with a customer. One way watchmakers can help close a sale is quick sizing of watch bracelets. Every watch is different in construction, link size and flexibility. A watchmaker can help you assist the customer in deciding whether a comfortable fit is possible with a particular watch.

Nurturing a “Watch Maven”

We all have a wide variety of customers, from novices to experienced watch owners. Perhaps the most challenging customer is the true watch aficionado who demands a bit more than a sales associate can deliver. It’s not an issue of competence or even technical knowledge. Some customers will demand to deal directly with the watchmaker about a special watch. It’s nice to have a watchmaker who can satisfy that customer’s needs.


Whether it’s that no-charge battery replacement, quick adjustment or full service on a fine Swiss automatic timepiece, the services a watchmaker provides build a customer’s confidence in you for repeat business in timepieces as well as

Creating Loyalty

As a consumer yourself, you know exactly how good it feels to work with someone you trust. Maybe it’s your tailor or a great mechanic for your car. That neighborhood deli that treats you like royalty. Likewise, consumers are devoted to a watch sales associate with whom they have a confident, trusting relationship. That relationship can be greatly bolstered by your watchmaker’s contribution. In fact, this extra benefit can help build a lifetime customer.

These advantages may be terribly obvious to those who have been in the watch business for a long time. Our store’s experience is relatively new, having developed a substantial watch business in just six years. For retailers just entering the watch business – or considering it – my advice is:

  • Find and hire a good watchmaker.
  • Promote his or her expertise and service.
  • Be sure your watchmaker takes advantage of training and certification.

Then just step in and reap the rewards.

by Paul White, Watch Division Director,
Reis-Nichols Jewelers, Indianapolis, IN

Each month Paul White fills this column with sales tips for retailers who want to sell more watches. If you have suggestions for topics, questions for Paul or specific examples from your store, write them down and send them to Professional Jeweler, 1500 Walnut St., Suite 1200, Philadelphia, PA 19102;

Copyright © 2001 by Bond Communications