Eurotime Corp., of New Rochelle, N.Y, has acquired U.S. distribution of Alfex, an upscale contemporary-styled Swiss watch brand. It was formerly handled by the Swiss Watch Corp. in New York City. The change was effective May 6. 

Eurotime will distribute Alfex in the United States, Canada and the Caribbean, says Eurotime president Daniel Bogue. He stressed that there would be a “seamless transition,” as far as Alfex’s clients are concerned, in the distribution because “all the people who have been associated with Alfex for the past four years [Bogue and his staff] remain the same. Jewelers will see the same faces and hear the same voices on the phone.”

Eurotime’s first trade show presentation of Alfex will be at the JCK Las Vegas Show (June 1 – 5), where its new “Moments” jewelry line will be introduced to the U.S. market.

Alfex of Switzerland, a 27-year-old company whose watches retail for $250 to $1,295, is currently sold in the U.S. by about 230 independent jewelers. However, Bogue wants to widen that network, “getting more jewelers in more states, especially the Mid-Atlantic states,” to 400 to 400 stores. “There is tremendous potential in this contemporary collection of watches and jewelry,” he said.  

The watch brand’s new U.S. address is, Eurotime/Alfex, 145 Hugenot St., Suite 140, New Rochelle, N.Y. 10801. (914) 235-6261. (eurotime@msn.com).

JCK