Technical knowledge and customer advisory skills for the watch retail industry
The Retail Excellence in Watchmaking Course is an intensive training programme designed for retail professionals, sales advisors, boutique staff, jewellers and industry professionals who want to develop a stronger understanding of watchmaking and improve the quality of the advice they provide to customers.
Over two days of training, participants will explore the key technical aspects of a watch, from the history of timekeeping and the operation of mechanical movements to materials, accuracy, water resistance and complications.
The course also focuses specifically on professional customer management, from helping customers choose the most suitable watch to correctly handling the intake and return of watches requiring service or repair.
The aim is to provide retail professionals with practical knowledge and tools that enable them to communicate with customers with greater competence, clarity and authority.
DURATION AND ORGANISATION
- Duration: 2 days of 4 hours
- Format: intensive training course
- Approach: technical watchmaking knowledge applied to customer advisory and service
- Level: no technical watchmaking knowledge of any kind is required.
- The price is fixed, regardless of the number of participants.
- Cost: EUR 400.00 + VAT, with advanced payment
WHO IS THIS COURSE FOR?
The course is particularly suitable for:
- watch and jewellery sales advisors
- boutique staff
- retailers and authorised dealers
- store managers
- customer service staff
- professionals responsible for repair and service intake
- professionals who want to strengthen their technical knowledge of watches
No technical background of any kind is required: the course is designed to provide participants with the tools needed to better understand the product and clearly communicate its characteristics, correct use and servicing requirements to customers.
COURSE PROGRAMME
DAY 1 – Watchmaking Fundamentals
History and Basic Mechanics
The first part of the course provides participants with an understanding of how watches developed and how they work, giving them the technical foundations required to explain a movement and its characteristics correctly to customers.
Topics include:
- history of watchmaking, from the first mechanical timepieces to the present day
- evolution of timekeeping, from the pendulum to quartz technology
- main types of watches, supported by practical examples
- different methods of storing and distributing energy
- how mechanical energy is transmitted through a watch movement
- how a mechanical watch works, step by step: from the mainspring to the balance wheel and pallet fork
Objective: understand the historical and mechanical fundamentals behind the operation of a watch.
Accuracy, Complications and Chronographs
An overview of the features that distinguish different movements and calibres, as well as the technical characteristics that contribute to the complexity and quality of a watch.
Topics include:
- power reserve
- beat rate and movement frequency
- main watch complications
- chronograph mechanisms
- column-wheel and cam-actuated chronographs
- modular chronographs
- central switching systems
- examples including Frédéric Piguet, Seiko and Lemania 5100
- different movement grades and levels of finishing, from Standard to Elaboré
Objective: understand and explain the main complications and technical features that distinguish different watch calibres.
Materials, Water Resistance and Accuracy
Understanding materials and construction methods makes it possible to evaluate a watch more effectively and recommend the most appropriate product according to the customer’s requirements.
Topics include:
- all the main materials used in watchmaking
- acrylic crystal, mineral glass and sapphire crystal
- dress watches, everyday watches, diving watches and professional watches
- selecting materials according to the intended use of the watch
- water resistance
- screw-down crowns and screw-down casebacks
- escape valves
- mechanical watch accuracy
- certification standards such as METAS, COSC, etc…
- factors that can actually affect the accuracy of a mechanical watch
Correct Use and Storage
Part of the course is dedicated to the information that should be provided to customers following the purchase of a watch.
Topics include:
- correct setting and adjustment of a watch
- precautions during everyday use
- correct storage
- appropriate resting positions for a mechanical watch
- behaviours and external factors that can affect accuracy and reliability
Objective: provide customers with accurate advice regarding the correct use, care and storage of their watches.
Watch Buying Guidance
There is no single watch that is ideal for everyone. The right watch is the one that best suits the person who will actually wear it.
This module explores how to assess:
- the customer’s actual requirements
- intended use and frequency of wear
- the most appropriate technical characteristics
- advantages and limitations of different types of watches
- potential issues related to the customer’s intended use
Objective: guide customers towards an informed purchase that is genuinely suited to their needs.
DAY 2 – Repair Intake and Customer Handover
Watch Repair Intake
The repair intake process is a crucial stage in the relationship between the customer, retailer and service workshop.
A structured intake procedure helps collect the necessary information, identify pre-existing issues and reduce the risk of misunderstandings during the servicing or repair process.
Topics include:
- what to inspect when accepting a watch for repair or servicing
- distinguishing visible external damage from possible internal issues
- basic preliminary checks
- collecting the correct information from the customer
- informing the customer about existing visible damage
- attempting to wind and set the watch when appropriate
- checking whether the watch is running
- inspecting the condition of the strap or bracelet
Objective: manage the intake of a watch for servicing or repair accurately, methodically and professionally.
Returning a Watch After Servicing
Returning a watch to the customer should involve more than simply handing the product back.
It is an opportunity to explain the work that has been carried out, provide the customer with the information required to use the watch correctly and communicate the value of the service performed by the workshop.
Topics include:
- what a mechanical watch service involves
- how to explain the work carried out on the watch
- how to visually demonstrate the operation of the customer’s watch
- ensuring that the watch is correctly wound before handover
- differences between hand-wound, automatic and other types of calibres
- setting the watch together with the customer
- explaining correct use and handling
- the importance of regular maintenance
- potential consequences of improper use
- warranty coverage: what is and is not included
- recommended service intervals
- the purpose and benefits of a watch winder for automatic watches
Objective: turn the return of the watch into a professional customer advisory experience, increasing the customer’s understanding of the product and confidence in the service received.
COURSE DATES
The dates for the RETAIL EXCELLENCE course will be arranged individually and agreed upon with each applicant.
PAYMENT METHODS
Advance payment by bank transfer.
Alternatively, payment in instalments is available through:
Net of fees.
All information and payment details will be provided privately.
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