Meyers out to make noise in watches

Meyers is hoping to build a business on a blend of jewelry and watches.

The collection of watches, launched in the U.S. earlier this year, combines jewelry and watchmaking with an unusual design feature. Like a sunburst, the watch bezel is adorned with dangling diamonds, emeralds, sapphires and rubies that make a rattling noise when shaken.

It’s a perfect union between the Swiss watch world and the couture high-end jewelry world,” Doron Basha, president and owner of San Diego-based Meyers USA, said. “The watch business has gotten to a point where the consumer became very open to a much more creative and aggressive design, utilizing colored gems and high-end jewels.”

The company was started by Basha, who was the vice president of sales and marketing for Alor International, the distributor for Philippe Charriol, and Paris-based Jean Christoph Niarquin and Cyril Waskoll.

“We were introduced by a good friend of ours who is a retailer, and we really clicked and decided to launch this company,” recalled Basha.

Niarquin comes with a strong background in watches, having been the Paris distributor for several upscale watchmakers, including Audemars Piguet, Breitling and TechnoMarine, while Waskoll is a jewelry maker in his own right and produces a namesake line.

The result of this collaboration is a watch collection that is rooted in jewelry without forsaking the timepiece element.

Case in point: The Lady diamond Samba is inspired by the colors and moods of the Rio de Janeiro Carnival, and its round or square case is set with 20 dangling rubies, sapphires and diamonds, with matching-color crocodile straps. Also in the line is the Ladydiamond Mouna — inspired by Paris socialite Mouna Ayoub — which is set with 120 diamonds and adorned with dangling briolette sapphires. The piece de resistance is arguably the Ladydiamond After Eight, with a pave diamond chronograph face and multicolored sapphires both on and dangling from the bezel.

“The tassel element of sapphires, rubies, emeralds and diamonds makes this line recognizable,” said Basha. “Hanging tassels are becoming a popular look in jewelry. They give the watch an element of playfulness, joyfulness and happiness.”

Retail price points are between $3,500 for the Ladydiamond Samba with a plain dial to $37,000 for the diamond and sapphire Ladydiamond After Eight.

The collection has already been picked up by upscale independent jewelry stores and jewelry departments in specialty stores including Saks Fifth Avenue in New York, Mayor’s Jewelers and London Jewelers.

Basha said he targets a distribution of 150 to 200 doors in the U.S. Wholesale volume projections are between $35 million and $50 million.

“About 95 percent [of the watches] purchased so far have been bought by women for themselves,” Basha said. “The average price point is between $10,000 and $11,000. It is interesting that women are ready to spend that kind of money on a product that speaks to them. Men don’t necessarily understand this product, but it speaks to a woman’s heart because it comes from jewelry. You have an emotional reaction.”