CMJ members report Christmas watch sales increase

by Sarah Jordan

Christmas watch sales were up on those of 2013 among members of The Company of Master Jewellers (CMJ) according to a survey conducted by the buying group.

100% of CMJ approved suppliers reported same or better sell-in than last Christmas, with many orders being received earlier than the previous year.

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The majority of CMJ retailers reported upturns of between 10% and 20% in sales compared to the previous Christmas, with some even reporting a sales lift of 60%. Overall, sales through the CMJ group were up by 20% during the four week run up to Christmas compared to 2013. 72% of CMJ retailers who trade online reported that sales over the internet were better or the same as the previous year.

While 82% of CMJ retailers who took part in the survey also reported that watch sales were the same or better than December 2013. Brands that enjoyed strong sales this Christmas included Rolex, Bering and Citizen along with pre-owned watches.

CMJ chief executive Willie Hamilton said: “The survey results and the verbal feedback I’ve had from retailers is that Christmas was late again, which is no difference to the last five years as online shopping is now a core part of any consumers shopping.

"Trade picked up when consumers thought they were vulnerable to late delivery for online shopping and of course any precious jewellery or high-end watch sale is predominantly done in store than online. By far the majority of retailers are happier this year than they have been in previous years.

"The suppliers feedback in the survey is very reflective of the feedback I’ve received verbally with retailers buying well and volumes moving through stores followed by repeat purchases.”

The next CMJ trade event will be taking place in Birmingham from February 15 to 16.

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