Big Survey

2021 Big Survey: This Is the Top Performing Watch Brand in Independent Jewelry Stores

Japanese maker tops poll for fourth straight year; Rolex falls out of top 3.

Published

2 years ago

November 1, 2021

Chris Taylor

2021 Big Survey: This Is the Top Performing Watch Brand in Independent Jewelry Stores

CITIZEN WAS ONCE again named the top watch brand by American independent jewelers in this year’s INSTORE Big Survey, edging New York-based Bulova and its Japanese peer Seiko.

It is the 4th straight year Citizen has finished No. 1 in our poll, which asks jewelers to name their “best performing” watch brands. The question is designed to encourage jewelry-store owners to consider return on effort and investment and not just sales.

Swiss luxury giant Rolex, slipped out of the top three for the first time in four years amid supply issues.

Citizen’s strong performance comes at a time when traditional watch sales are struggling against the onslaught from smart watches, especially the Apple Watch, whose sales in 2019 surpassed the combined sales of all Swiss watch brands. According to another question in the 2021 Big Survey, only a little more than half of independent jewelers now carry watches, down from over three-quarters a decade ago.

The 2021 Big Survey was carried out between August and September, attracting more than 600 anonymous responses from owners of independent jewelry stores across the United States and Canada. The full results will be published in the upcoming November issue of INSTORE.

Related Topics: Big Survey 2021 Featured

Chris Taylor

click to Comment(Comment)

Up Next

The Big Business Takeaway from the Pandemic? “It Was Great in Many Ways.”

Don't Miss

Jewelers Cite ‘Time’ as Asset in Shortest Supply

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”