Watch marketing that works

Most jewelers sell watches, but a new JCK national survey finds only one in three actively markets or promotes them. Why? Reasons cited include competition from other watch retailers, the Internet, and mass marketers. One Missouri jeweler even called watches "a necessary evil," stocked in case a customer wants one. Yet jewelers can sell watches successfully. Here are examples of watch marketing that works. Corporate Awards. "One of our best watch promotions is to find local companies and organizations that need employee service awards or corporate gifts," says Rich Thomas, owner of Stephanie's Diamonds & Fine Jewelry, Logan, Utah. "Watches work particularly well as corporate awards, because people use them a lot at work—one study says people look at their watches 40 to 50 times a day—and the company logo on a watch is a constant reminder of who gave it to them." As a reminder

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