Monthly Archives: June 2017

Size a Watch

Learn how to size a watch. Keep in mind what kind of a fit you’d like when you’re shopping for watches so you know what to look for. This can prevent future adjustments. If you do need to make adjustments to your watch, determine how you’d like your watch to fit and then add links, remove links, or replace the strap.

Adjusting Your Watch Size
Identify if you need to adjust your watch. Since watches can be worn tightly or loosely, you’ll need to decide if the watch is fitting the way you’d like. Check your wrist after wearing your watch to see if it leaves an imprint on your skin. If it does, your watch might be too tight. Or if the watch bothers you by sliding up and down on your arm, you may want to tighten it.
1.If you have a fabric or leather strap, use a different hole on the strap to secure it to your wrist.Remove links to make the band smaller. To secure the watch to your wrist, consider wearing it on a tighter setting. If you have a metal strap with links, pinch the clasp up towards you. This will show you how many links to remove. Use needle-nosed pliers and a push pin to remove the extra links or take the watch to the jeweler.
2..If you have a fabric or metal strap, use a different hole to secure the watch. If you’re on the loosest hole setting, you may need to use an awl to punch an extra hole in the band.
3.Add links to loosen the band. If your watch is fitting too snugly on your wrist, add links to the band. You’ll need to use links that came with the watch when you bought it or ask a jeweler to add new links for you. Carefully remove the pins from the clasp end and insert the new link. Secure the clasp end back onto the strap.
4.If you’re unsure what size strap you’ll need, look on your old strap. Many straps will have the size printed on the underside of the band. If you don’t see it, measure the distance between the lugs in millimeters.
Replace the watch strap. Use a screwdriver to remove the screws on both sides of the lugs. The lugs are the metal points that hold the strap to the watch itself. The strap should come away easily once you’ve unscrewed it. Put the new strap in place and screw both sides back into the lugs. Try on the watch and adjust the strap according to your preferences

Photograph Of Jewelry

The most challenging areas of photography because of the size of the subject and the difficulty in capturing the artist’s hand-finished touches. Lighting, background and how the jewelry is displayed are all aspects that a jewelry photographer must work around in order to create an attractive image that will compel shoppers to buy. Whether your camera is a fully automatic model or one that allows you to adjust shutter and aperture speed, you can create a good jewelry photograph by carefully scrutinizing the overall shot before you snap the shutter button.

Take pictures in natural light. Early in the morning and late in the afternoon are the 2 best times to take jewelry pictures. If you pick a different time of day, create soft lighting that will compliment the jewelry piece from all angles. Ideally you will have slight shadows behind the jewelry to help make the piece stand ou
  1.  Diffuse strong light with a reflector. A piece of letter-sized cardboard wrapped in foil serves as an impromptu light deflector that can bounce light away from the jewelry piece when you aim it at reflective spots. If you need to use your camera’s flash, place a piece of facial tissue over the flash to diffuse the strobe. Wearing a white t-shirt while you photograph jewelry also helps diffuse harsh lighting from your camera’s flash when it fills the room with brightness as you snap photos.
  1. Show up-close details when taking jewelry photos. Use your camera’s macro setting, which allows you to obtain crisp, up-close photos of the jewelry. Select different angles that show what the jewelry looks like up front, from the side and even from behind.
  2. Show how your jewelry is worn by placing it on a model. A close-up, focused shot of a pendant hanging from a neck or a gemstone dangling from an ear lobe is more interesting to viewers and helps give them a better idea of the size of the piece.
  3. Watch for reflections. Jewelry is alluring because pieces tend to reflect everything in their environment. Jewelry can also reflect unwanted elements in the room where you are taking pictures, such as window blinds or light bulbs. To avoid unattractive reflections on your jewelry, stand as far away from the subject as possible while using your camera’s zoom feature to bring the jewelry into focus.

The State Of The Jewelry And Watch Trade

 McKinsey on the five factors transforming the jewelry trade

This February 2014 report isn’t new—JCK’s Rob Bates wrote about it here—but for anyone struggling to understand the jewelry trade from a macro perspective and imagine what it might look like in 2020, the piece should be required reading. The nutshell: Make way for big global brands, “fast jewelry,” the continuing rise of digital distribution channels, and more high-low hybridization.

Hodinkee on the crossroads facing the Swiss watch industry

Sobering article about the state of the Swiss watch industry, examining how various players have responded to the sharp decline in sales since mid-2015. In short, some have embraced value and accessible pricing, others have thrown their hats into the smart arena—but the jury is still out on which, if any, strategy will work.

TAG Heuer introduced the Carrera Heuer 02-T, a $15,950 chronograph featuring a tourbillon, at Baselworld. The Black Phantom edition shown above retails for CHF 19,900, or $20,755, and comes in a limited edition of 250 pieces.

 The New York Times on the unexpected appeal of bespoke baubles

A lovely first-person essay on what makes tailor-made jewelry so darn appealing.

 WGSN on how technology will shape the fashion business

While this think piece focuses on the apparel industry and the role technology, such as 3-D printing, will play in its evolution, its insights and conclusions could easily be extrapolated to include jewelry. (Exhibit A: The McKinsey study noted above draws compelling parallels between the two categories. In essence, where fashion goes, jewelry follows.)

Bloomberg on a company that’s successfully selling secondhand jewels online

The article describes Gleem & Co. as “a one-stop shop that insures, appraises, and sells secondhand items on its e-commerce platform.” If you know anything about millennials’ love of recycled merchandise, you’ll understand why this approach makes all kinds of sense. One to watch.


Millennials Want Watches & Jewellery

Today, watches take up only a 4% share in a millennial jewellery box, but that jumps to 10% for adults over the age of 35 

To begin by the basic numbers, there are about 6.2 million millennial households that report earning at least $100,000 annually. According to Unity Marketing, this group will take over as the largest generational segment in the luxury consumer market around 2018-2020. This is especially true for brands in the luxury jewellery and watch category.

Today, watches take up only a 4% share in a millennial jewellery box. However, that number jumps to more than 10% for adults over the age of 35. As millennials are rapidly approaching the big 3-0 birthday, we can expect their timepiece collection to grow exponentially.

However, the look and style of those watches will likely be vastly different from the classic looks that used to define affluence. “Every generation brings its own trend, its own taste, its own way living,” said Jean-Claude Biver, CEO of luxury watchmaker Tag Heuer in an interview for CNBC. “The younger generation is more disruptive.”

 52% of millennials who have purchased jewellery in the past three months like to show off their taste & style 

Through our research at FutureCast, we have tapped into three trends that have the potential to pave the way for the future in the luxury jewellery and watch category.

1. Millennials are skeptical about the luxury label

For millennials, luxury is not defined by how much money you spend, but rather how priceless an experience is. You will see very few young adults (regardless of how affluent they are) dish out tens of thousands of dollars for a Rolex watch, however they will drop the same amount on a one-of-kind vacation to the Thailand and you better believe they will document the entire trip on their Instagram account.

However, while the definition of luxury is certainly changing, there is still some validity to the fact that nice things make a person feel more successful.

According to Forrester, 52% of millennials who have purchased jewellery in the past three months like to show off their taste and style and 48% of those same millennials agree that owning the best brand is important to them.

The key, however, is to position fine jewellery as something that is defined by the person wearing it – not the other way around.

For example, a millennials might think, “my engagement ring does not define me; I define it.” Comparing generations, a boomer looking at fine jewellery may be more concerned about the 4 C’s of their product. However, while an affluent millennial still wants high quality they are not as concerned about standards as opposed to what the brand stands for.

2. Sentiment is biggest luxury jewellery purchase driver

As an experience oriented generation, most fine jewellery and luxury purchases have strong sentimental value for millennials. These budget conscious shoppers are not quick to spend on impulse purchases so the price tags that come along with high quality jewels or watches must be based on a deeper level of emotional connection.

Although Pandora Jewellery is not typically seen as a millennial brand, the company has undergone significant changes in order to reimagine the customer experience based on the values of modern consumers.

Last year, Pandora released a new campaign for Mother’s Day highlighting the emotions that every mother feels about her children. Six mothers were placed in a line and their children were blindfolded and asked to see if they could determine who their mom was based on touch alone (don’t worry every child picked their mom on the first try).

Diamonds might be forever, but wearable tech is right now 

The advertisement has virtually nothing to do with Pandora’s actual collection, aside from a few shots of the women wearing Pandora jewellery. What the ad is actually expressing is that these mothers are not defined by their jewellery.

Instead, their personalised jewellery is defined by the people who give them and by what meaning is behind them.