Watches Earn Green Flag At Indy Independent

May is a critical month in Indianapolis. Race car drivers compete against time all month for starting positions in the Indy 500. A few miles away, Dan Moyer also races for time -- and generally wins. His store, Moyer & Co. Fine Jewelers, is one of the city's leading choices for consumers interested in watches. "With the race, graduations and anniversaries, people here are in a good mood in May -- it's a strong month for watches," Moyer says. "We make sure we have a full range, though sport watches do particularly well." To boost the momentum, Moyer increases advertising expenses all month. Weekly ads in local newspapers, business papers and The Wall Street Journal form the foundation of the month's marketing. So do special events. "This year we had two major charity events and also had Charles Krypell in here for a trunk show," he says. For the first event, called Moyer Cabaret,

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