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Who's your watch customer?

By Teresa Novellino
October 22, 2008

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IceLink's "Snow Collection" watch in 18-karat rose gold with alligator strap; suggested retail prices for diamond versions are $54,500 for big case, and $38,500 for small case.

Las Vegas--It seems the trend toward personalization is not just for jewelry designers. Watch brands, when they aren't working on building a better timepiece, are getting deep into learning what makes their customers tick.

At the Las Vegas and BaselWorld jewelry shows, watch executives talked up the appeal of their brands to consumers who wear watches that suit their favorite activities and sports, or even their personalities. From surfers to jet-setters, it seems there is a watch for everyone.
 
Here is a sampling of new styles that the brands' target consumers--and perhaps yours--might want to make their own.

Smart surfers

When Jimmy Olmes founded Reactor nearly five years ago, he set out to create a Swiss-quality watch that was the best performance watch possible, which could, as he puts it, "withstand saltwater, bright sun and big waves." The resulting watches include numerous features that are practical for wave-lovers, such as three-way closure systems that prevent loss and non-corrosive stainless steel, designed to go in and out of saltwater sans rust for 15 years. Some models even boast diamonds, perfect for going to dinner right after a day at the beach.

Troop techies

Luminox is a military-grade watch that has been supplying its "light technology" watches to the U.S. Navy SEALS since 1994 and is favored as the go-to everyday watch by SWAT teams as well as FBI and Secret Service agents. In addition to military personnel, the Swiss-made watches are sold in stores such as Eddie Bauer, where they are designed to appeal to the average Joe, whether he is doing a time check in dark terrain or simply reaching for the nightstand to determine the hour.

Top guns

Breitling, a longtime favorite of aviators, also appeals to those who do not necessarily need a chronograph but are looking for an elegant, sturdy and reliable watch. For sports-watch seekers, there are a number of essential features, including a screw-locked crown and screwed-in caseback, scratch-resistant sapphire crystals that are glare-proof on both sides, a rotating rider-tab bezel and water resistance up to 1,000 feet for men's watches and 330 feet for the ladies' version.

Jet-setter types

IceLink recently moved its headquarters from Los Angeles to Switzerland, and the look of its latest watches, presented at BaselWorld and JCK Las Vegas, reflect that migration.
 
"The style is L.A. on the outside and Swiss on the inside," says Jeremy Silkowitz, a spokesman for the brand. "It's definitely a piece of jewelry; it's not a watch."

The "Snow Collection," which features IceLink's signature six time zones, includes one time zone devoted to small free-floating diamonds that turn the case into a mini-snow globe. All diamonds are graded VS, G-H color, with the collection's big cases featuring six carats of diamonds, including 1.25 carats suspended within the time zone, and small cases featuring 4.25 carats, including 0.75 carats in the time zone.

Moon-watchers

Casio's "Pathfinder" line, at retail prices ranging from $350 to $400, is a sporty watch that shows the phases of the moon. While the feature is a cool one for lunar lovers, in general, it is especially ideal for fishermen who need to know whether the tide is going in or out, as well as mountain climbers who want to take advantage of the light for moonlight climbs, says Melissa Keklak, Casio public relations manager.

Editor's note: This story first appeared in the September 2008 print edition of National Jeweler.
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