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Your Customers Want To Buy A Watch As A Gift: What To Recommend This Holiday Season

image 2 Your Customers Want To Buy A Watch As A Gift: What To Recommend This Holiday SeasonReading Time: 8 minutes
Key Takeaways:

• For a mother-in-law seeking a recognizable and bold gift, the Longines DolceVita 2026 in Maple Red ($1,650) offers high-profile prestige.

• The TAG Heuer Connected Caliber E5 45 mm x Formula 1 combines smart features with luxury heritage for tech-focused recipients.

• For nostalgia lovers, the newly reintroduced Universal Genève Polerouter offers a rich history dating back to 1954 trans-Arctic flights.

image 2 Your Customers Want To Buy A Watch As A Gift: What To Recommend This Holiday Season

The holidays are just around the corner, which means you’re going to have customers coming in to seek out gifts for their significant others, their parents, their siblings, their kids, and who knows, maybe even themselves (I LOVE a good ol’ self-gifting experience). If you’re a company or a store that carries watches, chances are you are relatively prepared for the season to come. But in a watch world that is increasingly changing its mind about what is hot and what is not, and in what size or what color, are you genuinely prepared? I mean, are you? Let’s have a little fun by breaking down who the receiver of that holiday gift might be, what they might like, and which watch style you might want to recommend to the person spending their hard-earned dollars. 

image Your Customers Want To Buy A Watch As A Gift: What To Recommend This Holiday Season

The PITA Mother-In-Law

You know the type; she wore white to her son’s wedding, constantly reminds his spouse of how many hours she spent in labor with them, and even when she’s the one cooking an entire 7-course Thanksgiving dinner, complains about how hard it was to find “just the right” brand of marshmallows for the sweet potato casserole she contributed. You know… the only thing she contributed. 

What might impress this sharp-as-a-marble woman is something she can brag about to her mahjong, bridge, or canasta gal pals… something established; something with a recognizable brand name and a strikingly noticeable color. Take, for example, the Longines DolceVita 2026 in Maple Red. Priced at $1,650.00 (which we think anyone would pay to get their MIL off their back, even for a brief period), the DolceVita collection is represented by the likes of Jennifer Lawrence, and the brand will celebrate its 200th anniversary in 2032. Plus, the strap is a deep red color, like, oh, maybe the color of… SATAN (think SNL, Dana Carvey, circa late 80s and 90s). Brag away, Meemaw! Brag away. 

image 1 Your Customers Want To Buy A Watch As A Gift: What To Recommend This Holiday Season

The Tech-Bro Who is LITERALLY Someone’s Bro

Look, no one is jealous. Holmes Taggert Fitzgerald IV has done his due diligence. He is the apple of your customer’s parents’ eye. He’s taken the Harvard Business School courses and earned his place at the Pine Valley Golf Club, so why the heck is he still only wearing an Apple Watch? It’s time for HTF4 to move on up to a “big-boy” watch, and if you’re a TAG Heuer dealer, you know exactly the one to suggest. 

Chances are the brother in this situation has spent a fair amount of his inheritance on Formula 1 tickets at some point in his “adult” life. (And yes, the quotation marks were intentional.) So why not suggest your client get the golden child a watch that combines the information he receives from his Apple Watch with the status of an established brand like TAG Heuer? 

The TAG Heuer Connected Caliber E5 45 mm x Formula 1 is a titanium timepiece designed with the feel of the Formula 1 Grand Prix. As an official timekeeper of Formula 1®, this Connected watch aligns with TAG Heuer’s adventurous spirit, which is something HTF4 might actually relate to if he were just not frightened by speed. 

The Grandpa Who Loves Nostalgia

Everyone knows that Gramps is getting up in his years. Your friend Teddy (who has been a loyal customer for quite some time) wants to buy him a special timepiece to show him just how much he is loved and appreciated (not to mention, Teddy not only wants to stay in Pop-pop’s will, but he’s also pining for the fishing boat originally promised to Teddy’s cousin Charles). The thing is, Grand-Pa-Pa loves all things old (likely why he remarried three additional times after turning seventy). Yet, neither your customer – nor you – are exactly fluent in the language of vintage timepieces. BUT! BUT!! If you’re a Breitling retailer, you may have access to one of the greatest watch brands ever: Universal Genève.

Universal Genève introduced the Polerouter in 1954 and it became the breakout model for then-23-year-old watch designer Gerald Genta (for those who are unaware, Mr. Genta also designed the Patek Philippe Nautilus, the Audemars Piguet Royal Oak, and the still-popular BVLGARI BVLGARI). But the Polerouter’s history is deep, and once shared with Granpappy, it will be repeated many times in his senior living facility.

Legend has it that, in the early 1950s, Scandinavian Airlines System introduced a new trans-Arctic flight path that let planes fly directly over the North Pole and, in the process, connected Copenhagen to Los Angeles in a much shorter time. To celebrate the inaugural flight, SAS commissioned Universal Genève to build a magnetic-resistant, shockproof, water-resistant watch, which is when the Polerouter was introduced to the world. Unfortunately, the brand went dormant for years until the Partners Group (Breitling’s parent company) acquired the rights to Universal Genève in 2023. In the spring of this year, a new Polerouter was introduced to high praise and rave reviews. THIS. This is a story that Pop-pop will love. This is a story he will tell time and time again. And this is the watch that will get your customer and friend Teddy that boat. SUCK IT, CHARLES! 

Obviously, this article is a bit tongue-in-cheek, but I hope it gave you all a chuckle while still educating you on the backstory of some of the watch brands you carry in your store. Whatever your experience is this holiday season, I hope you find joy in it. Make a watch sale fun for your buyers. Make it special. Make it unique. And above all else, make it a memory, because when we reach Grandpa’s age, memories are sometimes the best part of the day. 

Merry everything! 

The post Your Customers Want To Buy A Watch As A Gift: What To Recommend This Holiday Season appeared first on Southern Jewelry News.



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