Forevermark is now being sold at Tourneau—it’s the watch retailer’s first foray into selling jewelry in years.

“We have always had requests for jewelry,” CEO Ira Melnitsky tells JCK. “People are surprised to see that we don’t carry it.”

Tourneau was started as a jewelry retailer 115 years ago and still offered a selection of jewelry as recently as 20 years ago, he says. That was fazed out as it turned its attention to the watch business.

“We see jewelry as an opportunity,” he says, but was unwilling to commit to future plans. “This is the initiative right now.”

The company choose Forevermark because the brand is willing to stand behind the products, including its responsible sourcing. He also believes its selection of Forevermark jewelry will appeal to both sexes.

“Our male customers will look at it as a gift idea,” he says, which could “ease the guilt” of shelling out for an expensive watch.

The Forevermark Collection will first appear this holiday at its flagship Tourneau TimeMachine location in New York City and online. It will eventually expand to the company’s Copley Place store in Boston in early 2016. The plan is to roll out the collection to all of its 32 stores.

In related news, Melnitsky remains optimistic about the coming Christmas season. He believes the smartwatch stampede will boost the industry overall by getting younger consumers to wear watches.

Tourneau is carrying TAG Heuer’s first smartwatch. It’s already sold out, he says.

(Photo courtesy of Tourneau)

Rob Bates

JCK News Director