American Watch Guild Makes Time for Excellence

In the early 1930s, a time when consumer confidence in jewelry retailers was at its lowest point, former jeweler Robert Shipley crisscrossed America to create a national guild of professionally trained, ethical jewelers-the American Gem Society-whom consumers could trust and rely on when buying fine jewelry. Now, the new American Watch Guild (AWG) is trying to do the same for jewelers who sell fine watches. AWG's goal is to bring together those authorized retailers, service providers, and manufacturers of fine timepieces "whose commitment to excellence [in sales and service] sets them apart in the fine watch industry" and to encourage consumers to do business with them. Today's errors. Both consumers and the watch industry need such a group, says AWG chairman Ralph Destino, former chairman of Cartier Inc. and current chairman of the Gemological Institute of America. "Today, there a

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