(PRESS RELEASE) NEENAH, WI — Jewelers Mutual Group, the insurer dedicated to protecting jewelry and jewelry businesses for over a century, released its 2025 Watch Study, offering new insights into the habits, motivations, and care practices of modern watch collectors.
The study reveals that collecting is driven by more than style or status. For many, watches carry emotional significance, reflect individuality and self-expression, and serve as meaningful heirlooms passed across generations. The research also highlights the growing diversity of collectors — from mechanical purists and design-driven enthusiasts to trend-focused buyers and sentimental collectors.
“As we learned from this year’s study, watches play an important role in people’s lives,” said Mike Alexander, President at Jewelers Mutual. “Collectors are deeply connected to the craftsmanship, history, and stories behind their timepieces, and they’re focused on caring for and protecting these pieces for the long term. That’s where Jewelers Mutual’s 112 years of expertise is a unique advantage – in both dedicated protection and peace of mind.”
Key findings from the 2025 Watch Study include:
- 83% of watch collectors own multiple watches, revealing a strong passion for collecting and rotation habits.
- Life milestones and emotional significance are major purchase drivers, with many collectors choosing pieces tied to personal stories.
- Brand recognition and craftsmanship remain leading factors when selecting a new watch.
- Maintenance habits vary, and many collectors are uncertain about proper service intervals.
- More than 70% of collectors report having some form of insurance for their watches.
Along with deepening its understanding of collector preferences, the study also emphasizes care best practices often shared by long-time enthusiasts, including regular servicing, avoiding magnets, proper storage, gentle cleaning, and ensuring valuable pieces are protected. Jewelers Mutual commissioned the study as part of its commitment to support collectors and the broader watch community with helpful education, insights, and resources.
Read more from Jewelers Mutual’s 2025 Watch Collectors Study at JewelersMutual.com/resources/individuals/watches/watch-study.
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Closing With Confidence: How Bailey's Fine Jewelry Achieved Outstanding Results With Wilkerson
When Trey Bailey, President and CEO of Bailey's Fine Jewelry, decided to close the Crabtree location in Raleigh, North Carolina after 15 years, he knew the decision needed to be handled with intention and professionalism. The goal was clear: exit the location while maintaining financial strength and honoring the store's legacy.
Having worked with Wilkerson successfully in the past, Bailey understood the value of their comprehensive approach. "They understood both the emotional and financial sides of the store closing sale," Trey explains. "Their reputation for professionalism, results and care made it a very easy decision."
The results exceeded expectations. Wilkerson helped Bailey's sell through significant inventory while maintaining the dignity of the closing process. "They don't just run a sale, they help close a chapter in the best way possible," Bailey says, strongly recommending Wilkerson to any jeweler facing a similar transition.
