“Timeless appeal” |
| Posted: 14 Jun 2010 09:04 AM PDT Darren Will is in the business of what he calls "the Rolls-Royce of watches." At his store, you even have to show a form of photo identification to try one on for size. Will is vice president of Will Jewelers, one of only two Fort Wayne jewelry stores that is a Rolex supplier. Despite the economic recession, Will said Rolexes still make up about 10 percent of the 7814 Carnegie Blvd. location's entire store sales. The watches themselves start with a $4,000 price tag, with their cost going up to about $25,000. So, why does Will think they have an appeal to many in the Summit City? "For professional people, when you finally get to the point when you can get a Rolex, it marks that you've come into your own," he said. The largest base of Rolex buyers is in the 30- to 60-year-old demographic, he said. However, about half the status timepieces are also bought as a gift – with graduations and Father's Day being popular occasions. Will said he doesn't mean to suggest the recession hasn't affected Rolex sales. In fact, he said sales had been sluggish until about three months ago. At any given time, Will carries about 60 to 80 of the watches in stock. The recession has also affected the type of Rolexes sold, he said. The best-selling models are made from white gold, platinum and silver – which he said are lower-end makes of the product. He said that to many a Rolex is still a Rolex – no matter the make. He also said the fact it is a self-winding, waterproof watch is a selling point that doesn't hurt, either. "There are many nice high-end watches, but the name sets it apart for many customers," he said. He said the Rolex headquarters selects which jewelry stores can be dealers. Will Jewelers has been selling the brand for 28 years. To the family-owned business, which has been in operation since 1959, Will said the selection has been an "honor," and that one employee has been trained as a Rolex repairer so it can do all the service work in-house. "It just sets us apart from the other jewelers," he said. "But what I most like about the job is working with people and helping them find what they need and what suits them – whether it be a Rolex or something else."
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