Photo courtesy of Glashutte. Glashutte Original- Senator Excellence
When Oliver Smith opened his jewelry store in Scottsdale, Ariz., in 1984, the city was much smaller than it is today. Still, he recognized its potential to be an oasis tucked away in the desert. Over the next four decades, Smith would become a trusted name in the community, known not only for fine jewelry but also for watches.
Photo courtesy of Oliver Smith Jeweler.
“I really liked the potential of opening a store in an area where people were coming in and where I knew they would continue to grow because the weather was so fantastic. They needed a new doctor, a new lawyer, a new dry cleaner, and a new jeweler,” Smith recalls. “We were doing about 70% of our business in jewelry and 30% of our business in watches. Today, that’s flipped, and we’re doing 70% of our business in watches and 30% in jewelry.”
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Along with the increase in watch sales at Oliver Smith Jeweler, the brand has evolved to reflect watch trends: independent brands like Arnold & Son and Parmigiani Fleurier are now at the forefront, known for their distinctive styles and artisanal craftsmanship. Oliver Smith Jeweler further reinforces its distinctive reputation as Scottsdale’s exclusive retailer for high-end names such as Blancpain, Glashütte Original and Panerai.
“A lot of watch collectors are up to here in Rolexes, Patek, Audemars Piguet; brands that have been leading for a while,” Smith explains. “So, they’re looking for more exciting, unique, complicated timepieces. So, we have quite a few independent brands now.”
But even as brand and design trends change, one element of the business that hasn’t shifted in the past decade has been the allure of pre-owned timepieces. For collectors and first-time purchasers alike, pre-owned watches offer a product that is more storied, with each piece carrying not only the craftsmanship of its maker, but an imprint of its history.
Photo courtesy of Oliver Smith Jeweler.
“At any given time, we might have something that’s truly unique. Right now, we have a very interesting timepiece from World War II that was made by Panerai during the war. It comes with authenticity from the scuba diver, who used the watch to do his underwater operations,” he says.
Above all, the company emphasizes the client experience as a cornerstone principle of their brand that shapes each interaction. Smith says understanding each client’s needs is just as important as selling watches and jewelry.
“You can’t just sell a timepiece, you have to sell its style: a dress watch, sports watch, middle-of-the-road watch, strap watch, bracelet watch, things like that,” Smith says. “And then you have to know your client, like if he dresses really nice all day and he wants to wear it during work, it’s got to be able to fit under his cuff. So when I talk to my clients about what they’re going to wear, I can pretty much pick out the size and the style because I know them well enough to be able to help them with that.”
Photo courtesy of Blancpain. Blancpain - Fifty Fathoms Automatique
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For first-time buyers, Smith acknowledges that entering the world of watches can feel intimidating. The key, he suggests, is to begin deliberately, shop slowly, and take comfort in the guidance available. At Oliver Smith Jeweler, that process is less about pressure and more about cultivating confidence, ensuring that each purchase feels considered rather than overwhelming.
“I want them to have a really good experience, whether they’re buying a diamond, engagement ring or whether they’re buying a watch. And the important thing to remember is that what we do is a lot of celebrating the successes and the important moments in a family’s or individual’s life,” Smith explains. “And so, we can’t forget how important it is for them to have a great feeling when they leave the store.”
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