Amazon.com, Inc. said Monday that its first-quarter 2007 watch sales increased more than 100 percent year over year.

“Customers have the ultimate flexibility in selecting any style of watch within every price range, knowing that they’re getting high quality at a highly competitive price,” said Steven Goldsmith, vice president, Amazon.com Jewelry & Watches store. “We will continue to bring customers industry-leading prices, increased selection and ease of experience when shopping for jewelry and watches.”

Seattle-based Amazon said its customers purchased more than 23,000 unique styles of watches (954 of those luxury brands), which helped increase watch sales by over 100 percent in the first quarter. Selection also expanded significantly. More than 2,500 new styles and brands were added to Amazon.com’s Jewelry & Watches store, including luxury brands such as Chopard, Cartier, TAG Heuer, and Omega.

Customer favorites and top sellers include the Chopard Men’s Mille Miglia ($8,860), Cartier Men’s Tank Francaise ($17,316), TAG Heuer Men’s Formula One ($1,750), Baume & Mercier Women’s Diamant ($2,439.99) and the Omega Men’s Seamaster ($12,275). Amazon.com also introduced a greater selection of popular fashion brands including Anne Klein New York, AK Anne Klein, Kenneth Cole Reaction, LeVian, and Tokyo Flash.

Every piece of jewelry sold by Amazon.com is inspected by jewelry professionals to verify quality attributes and ensure an excellent product. Customers can read detailed product specifications about each of the piece’s components, including gemstones, settings and metal stamps. A Learning Center provides buying guides for pearls, diamonds, precious metals, and watches. Loose stones are independently certified to be a specific cut, clarity, color, shape and weight. The store also provides tools and helpful information, such as customer reviews and top sellers lists.

JCK