7 Out of 10 Jewelers Surveyed Said They Do Not Want to Add a Brand

72 PERCENT OF RESPONDENTS to INSTORE’s recent Big Survey said they did not want to add any brands. For comparison’s sake, the No. 1 brand on the list, Rolex, received 6 percent of the votes. This follows a growing trend of independent jewelers moving away from brands and toward self-branded merchandise or custom design. That said, there are still some names that carry cachet in the industry. Most were watch brands, with the exceptions of David Yurman, Cartier and Gabriel & Co.

Question: What jewelry or watch brand would you most like to add to your cases?

1. ROLEX
2. PATEK PHILIPPE
3. OMEGA
4. David Yurman
5. Cartier^TIE
5. TAG Heuer^TIE
7. Gabriel & Co.
8. Bulova^TIE
8. Shinola^TIE
10. Citizen^TIE
10. Tudor^TIE