Watch World

Jules Jürgensen Returns to Its Roots The Jules Jürgensen watch brand, once found mainly in the cases of mass merchandisers, has become a timepiece exclusively for jewelers. To mark the change, the company has created an upmarket Swiss-made line named for its founder, restructured and expanded its Concept collections with watches priced up to $6,000, and widened its “Every-Wear” collection. Most of this is the work of Franz T. Brunner, a U.S. watch industry veteran, who joined Jules Jürgensen three years ago. The firm's former clientele was “a mixed bag, including catalog showrooms and mass merchandisers,” he says. Now, after a thorough review—and some consolidation among mass merchants—Brunner says the company is committed to working exclusively with jewelers. “We want to be known as the watch house for retail jewelers, offering timepieces in categories from A to Z.

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