Buying Time: Savvy Watch Shopping Tips
Buying a watch is an exciting prospect. Today, people
often want to express different sides of themselves at different
times, and owning a watch wardrobe has become commonplace.
The average individual owns between three and four watches
- a number that is on the rise. Prestige watches are a particularly
popular category, with everything from sport to dress to dramatically
different timepieces in the hot spot. With almost 1.2 billion
watches produced annually, there is an abundance of styles
from which to choose. Reviewing these important facts will
help you make a savvy purchase - a timepiece that can be passed
down to future generations.
Buy from Authorized Retailer Outlets
"Be sure the professional jeweler or watch dealer you're
purchasing from is authorized to sell the brand," states
Amanda Berg, a spokesperson for the Jewelry Information
Center. "This is especially true in the case of higher-end
luxury watches when sometimes the watch warranty or guarantee
is not considered valid by the watchmaker if the dealer
is not authorized." When buying online, go first to
the manufacturer's Web site, which will then direct you
to authorized online dealers. Note the fine print and the
window of return time in the site's return policy.
Understand the Technology
Quartz watches-- comprising approximately 90 percent of
all watches produced today -- are perhaps the easiest, most
low-maintenance timepieces one can buy. They need no winding
and no special attention. With quartz technology, the watch
is powered by a quartz crystal and a battery. The "brain"
of the watch is the integrated circuit; the source of energy
consists of a miniature battery that typically lasts about
two to three years before needing replacement. Quartz watches
are extremely accurate, varying only about one minute per
year.
For the lover of perfection and craftsmanship, mechanical
timepieces hold a special allure. A mechanical movement
typically consists of at least 130 individual components
on a frame with an escapement, balance wheel and hairspring
to drive the watch. A manual (self-wind) movement requires
the wearer to wind the watch. An automatic movement keeps
itself in sync via a motor that turns by the force of gravity
from regular movements of the wearer's wrist. Mechanical
timepieces, just like a fine car, need oil and relubricating
every few years to keep them in optimum running condition.
Consider the Metals Used
Generally, fine watches are offered in steel, 14 or18 karat
gold, or platinum, and combinations thereof. Each metal
possesses different benefits. Gold is softer than steel
and in very rugged conditions, it might scratch. It is,
however, the top metal of choice for fine watch-making,
as it offers old world elegance. Platinum, too, is often
used by prestige brands as it is the rarest and hardest
of all precious metals. Stainless steel and titanium are
durable materials that work well as flexible bracelets on
sportier watches.
Look at Variable Cost Considerations
The price of a watch isn't always contingent strictly upon
the materials used for the case, bracelet or crystal. Often,
50 to 75 percent of the cost of a watch comes from what's
inside it. If it's a mechanical timepiece, or a complicated
timepiece that offers additional functions and can have
as many as 600 or more individual parts, the price is immediately
significantly higher because of the work that went into
creating the movement. Price is also varied by the extras
that a watch may offer, such as a diamond bezel or gemstone
markers. These additions make the timepiece more valuable,
thus more expensive.
Consider the Watch Features/Benefits
Besides the time-keeping functions, many watches have more
to offer. There are chronographs (watches that combine stopwatch
functions for measurement of continuous or discontinuous
intervals of time), alarm watches (that offer an alarm mode),
dual-time zone watches (that offer the time in more than
one zone), watches with moon phase indicators or power reserve
indicators (that indicate power life left before needing
rewinding), and perpetual calendars (that offer a calendar
day/date readout that automatically adjusts for months of
varying length and for leap years).
Know About Durability and Reliability
Reliability is a key factor in choosing a watch -- especially
a sport watch. To be deemed water resistant, most fine watches
are subjected to a pressure test equivalent to a diver's
depth of 100 feet. If the watch shows no sign of internal
humidity or damage, it can be called water resistant. Degrees
of water resistance vary: 50 meters is almost standard,
but many watches are resistant to several hundred meters
or more. Chronometers, that are tested in a Swiss observatory
under stringent conditions in various positions, and extreme
temperatures, heights and depths, and are then certified,
are considered among the more reliable and durable wristwatches.
Look for Warranties/Guarantees
Every watch manufacturer offers some warranty on its timepieces.
Typically, the warranty is for one year, but some companies
offer several years and some even offer extended warranties
that cover the case or bracelet as well as the movement.
Make sure the watch comes with its original packaging, boxing
and informational materials. Be sure to get a detailed,
itemized receipt.
Ask About After-Sales Service
Before buying, know about the back-up support of the brand
and the retailer. Be sure to find out if the retailer has
an after-sales service facility on premises if repairs are
needed, and if the brand has a U.S. service center. If you
buy a name brand watch from a jewelry store and feel that
is not authentic, contact the Jewelers Vigilance Committee
(JVC), a not-for-profit trade association, formed in 1912,
whose mission is to maintain the jewelry industry's highest
ethical standards.
Styles
