CW Sellors has reported that its new boutique in Matlock has delivered a "successful launch and festive trading period".
The retailer, which stocks several watch brands including Seven Friday, Wenger, Suunto, Casio, Bering and Bulova, did not give any figures to back up the positive trading message.
The Matlock boutique is the chain’s 14th store and opened just before Christmas.
CW Sellors, which specialises in gemstone jewellery, has been increasing its watch business over the past few years. In June 2012 the business bought established watch retailer Jura and it has a dedicated watch boutique in Ashton, Derbyshire.
Online retail supervisor Nina Scally said that the sales team at CW Sellors is continuing to expand on its watch knowledge.
She said: "Each staff member has one-to-one communication with individual brand representatives to discuss the most popular selling models, each model’s key selling factors and the background of the brands.
"Hands-on experience using the watches is actively encouraged. Our annual trip to BaselWorld is always educational, and this year trips to visit the factories of some of our most popular brands are underway to gain first-hand experience on how the watches are hand assembled by the experts."