Message to watch companies: Retailers and consumers love your products, but they’re overwhelmed by the options. Retailers complain that, amid all the excitement of new introductions and new brands, watch companies are drowning their showcases in a confusing, cluttered sea of sameness. Even some watch company executives admit they are overwhelmed with the sheer volume of watches in the market. And if they are confused, imagine how confused consumers are. While some watch companies have streamlined their collections in recent years, others offer a little bit of everything for everybody. This has made merchandising, and the watch buyer’s job, more challenging. “Watch companies need to narrow down their lines,” says Aida Alvarez, watch buyer for Coral Gables, Fla.-based Mayor’s Jewelers. “I always tell watch companies to K.I.S.S. me, meaning 'Keep It Simple, Stupid.’ Some

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