Professional Jeweler Archive: Bracelets and Straps

May 2002

For Your Staff/Selling Watch Styles


Bracelets and Straps

We continue our series devoted to selling different watch types. Learn about the selling points for non-traditional straps and bracelets to make your job more interesting and profitable


Titanium

Thanks to its use in eyeglasses, golf clubs and tennis racquets, titanium is well-accepted by watch buyers. For those concerned about the strength of this lightweight metal, point out titanium is 40% stronger than steel even though it’s half the weight. The grayish hue of past models is now more frequently polished or matte-finished.

Selling Points: Titanium is lightweight, hypoallergenic and resistant to saltwater corrosion.

Citizen’s new Eco-Drive Skyhawk is a multifunction watch encased in titanium with titanium bracelet. Citizen Watch Co. of America, Lyndhurst, NJ; (201) 438-8150, www.citizenwatch.com.

Interchangeable Straps

The ability to change straps quickly without the help of a watchmaker is attractive to fashion-conscious consumers. Some brands include a screwdriver for this purpose; others patent their own strap-changing mechanisms.

Selling Points: Allows customers to choose multiple strap colors and styles, from formal to sporty.

Leather straps for this Hermès Belt watch feature a unique quick-change mechanism. Hermès, New York City; (212) 835-6477.

Rubber

Synthetic or natural rubber straps are a lightweight alternative to leather or steel. They have varying grades of suppleness, so match the grade to your customer.

Selling Points: Often a smoother fit for larger wrists. Water resistance for use in sports.

Seiko’s dive watches feature water-resistant rubber straps. Seiko Corp. of America, Mahwah, NJ; (201) 529-5730, www.Seikousa.com.

Gel

This type of strap is colorful and functional for its water resistance.

Selling Points: Many bright colors for fun, fashionable watches.

Technomarine, often cited as the brand sparking interest in gel straps, offers this new chronograph in bright colors. Technomarine, Miami, FL; (305) 438-0880, www.technomarine.com.

– by Michael Thompson

Copyright © 2002 by Bond Communications