Professional Jeweler Archive: Swiss Brilliants

March 2001


Swiss Brilliants

Classic luxury adornments sparkle plenty

As diamonds play a more prominent role in timepiece sales, it’s not surprising that more manufacturers now offer their premier pieces with an optional diamond bezel, dial or markers.
Several makers have always combined jewels and fine timekeeping – Cartier, Piaget, Concord, Chopard and Jaeger-LeCoultre come to mind. In recent years, however, more manufacturers known worldwide for jewelry have successfully created and marketed fine timepieces. Some have been extremely successful, attracting raised eyebrows from their timepiece-only rivals. Witness the watch sales growth of Harry Winston, Bulgari, Boucheron and Chaumet. Hermès, examining its horological roots, recently built an extensive watchmaking facility for its growing timepiece sales.

Retailer showcases are filled with hot-selling steel and diamond watches from suppliers of all types, from low-cost fashion brands to haute horlogerie. A runaway success that combined dive-watch specifications, fashion-forward materials and colors and diamonds – TechnoMarine – was one of the most emulated brands this past year (Professional Jeweler, December 2000, p. 51). Tributes to its trademark look have entered sales channels in a wide variety of price ranges from numerous sources.

Here are a few Swiss diamond timepieces now entering the market.

– Michael Thompson

TAG Heuer recently debuted its women’s Alter Ego with diamonds. Retail, $3,850.

TAG Heuer, Springfield, NJ; (973) 467-1890,

The Swiss-made Jaguar has expanded its dress portfolio with this and other designs with diamonds.

Jaguar, Nanuet, NY; (800) 648-9702.

Audemars Piguet created the Jewellery Millenary for men and women, in part, to demonstrate its new “AP Cut.” The cut has a curved table that can be placed into a curved bezel. The men’s size has 805 diamonds; the women’s size has 512. Each has four sapphires and features hand-finished automatic movements cased in 18k white gold.

Audemars Piguet, New York City; (212) 758-8400,

Copyright © 2001 by Bond Communications