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US Watches and Jewelry Market Research Report - September 2012

This report provides data on watches and jewelry sales trends, profiles of major players in the U.S. market for watches and jewelry, as well as a detailed exploration of consumers’ attitudes, expenditures and shopping behaviors in these categories.

For the purposes of this report, jewelry is defined as including costume and fine jewelry (e.g., earrings, bracelets, necklaces, and rings) as well as watches for both women and men. This report focuses on sales of new jewelry and watches only. While it is impossible to entirely exclude sales of used/antique jewelry in the market size estimates, it is likely to represent only a very small share of Mintel’s total market estimates.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Fan chart forecast of total U.S. retail sales of watches and jewelry, 2007-17
                        • Market factors
                          • Shifts in marriage impact market for wedding-related jewelry
                            • Figure 2: Percentage of population aged 15+ who are married, 1960-2010
                          • Fluctuating consumer confidence may impact purchases of watches and jewelry
                            • Figure 3: University of Michigan’s index of consumer sentiment, January 2007-July 2012
                          • Mobile phone ownership affects market for watches
                            • Retail channels
                              • A variety of options, yet most buy jewelry at department stores, watches at mass merchandisers
                                • The consumer
                                  • Most buy jewelry and watches to treat themselves
                                    • Figure 4: Reasons for buying jewelry and watches for self, May 2012
                                  • Birthdays top gift-giving occasion for jewelry and watches
                                    • Figure 5: Reasons for buying jewelry and watches for others, May 2012
                                  • Jewelry most often purchased at department stores, watches bought at mass merchandisers most often
                                    • Figure 6: Retailers shopped for watches and jewelry, May 2012
                                  • Style/design, price, and quality most important when buying jewelry
                                    • Figure 7: Importance of jewelry attributes, May 2012
                                  • Jewelry and watch buyers not likely to buy online
                                    • Figure 8: Attitudes toward buying jewelry, May 2012
                                    • Figure 9: Attitudes toward buying watches, May 2012
                                  • What we think
                                  • Issues in the Market

                                      • How will shifts in marriage impact wedding-related jewelry?
                                        • Are consumers favoring mobile phones over watches to tell time?
                                          • Will the growing Hispanic population impact the market for watches and jewelry?
                                            • How can retailers encourage more purchases of watches and jewelry?
                                            • Insights and Opportunities

                                              • Offer trade-in programs and jewelry swaps to encourage more purchases
                                                • Consider selling jewelry through nontraditional venues
                                                  • Jewelry for a cause may encourage jewelry purchases
                                                  • Trend Application

                                                      • Inspire Trend: Immaterial World
                                                        • Inspire Trend: Objectify
                                                          • 2015 trends
                                                            • Access Anything, Anywhere
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Following strong post-recessionary growth, market will stabilize
                                                                  • Figure 10: Total U.S. retail sales of watches and jewelry, at current prices, 2007-17
                                                                  • Figure 11: Total U.S. retail sales of watches and jewelry, at inflation-adjusted prices, 2007-17
                                                                • Fan chart forecast
                                                                    • Figure 12: Fan chart forecast of total U.S. retail sales of watches and jewelry, 2007-17
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Shifts in marriage may impact market for wedding-related jewelry
                                                                      • Figure 13: Annual number of weddings, 1950-2010
                                                                      • Figure 14: Percentage of population aged 15+ who are married, 1960-2010
                                                                    • Fluctuating consumer confidence may impact jewelry purchases
                                                                      • Figure 15: University of Michigan’s index of consumer sentiment, January 2007-July 2012
                                                                    • Hispanic population growth and purchasing power
                                                                      • Figure 16: Population by race and Hispanic origin, 2006-16
                                                                    • Mobile phone ownership may cut into demand for watches
                                                                      • Figure 17: Adult cell/wireless phone ownership, 2005-11
                                                                  • Segment Overview

                                                                    • Key points
                                                                      • Jewelry and watches expected to see sales gains
                                                                        • Figure 18: Total U.S. retail sales of watches and jewelry, by segment, 2007-17
                                                                      • Jewelry accounts for dominant share of category
                                                                        • Figure 19: Total U.S. retail sales of watches and jewelry, by segment, 2010 and 2012
                                                                    • Watches

                                                                      • Key points
                                                                        • Watches will experience moderate sales growth
                                                                          • Figure 20: Total U.S. retail sales of watches, at current prices, 2007-17
                                                                      • Jewelry

                                                                        • Key points
                                                                          • Many factors will impact growth in the jewelry segment
                                                                            • Figure 21: Total U.S. retail sales of jewelry, at current prices, 2007-17
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Other stores account for higher sales than jewelry stores
                                                                              • Figure 22: U.S. sales of jewelry and watches, by channel, at current prices, 2007-12
                                                                            • Other stores represent larger share of the jewelry and watch market
                                                                              • Figure 23: Total U.S. retail sales of jewelry and watches, by channel, at current prices, 2010-12
                                                                          • Retailer Overview

                                                                              • Jewelry/watch specialists
                                                                                • Tiffany & Co.
                                                                                  • Sterling Jewelers Inc.
                                                                                    • Zales
                                                                                      • Helzberg Diamonds
                                                                                        • Market threats and opportunities for jewelry/watch specialists
                                                                                          • Mass merchandisers and warehouse clubs
                                                                                            • Target
                                                                                              • Walmart
                                                                                                • Costco
                                                                                                  • Market threats and opportunities for mass merchandisers and warehouse clubs
                                                                                                    • Department stores
                                                                                                      • Macy’s Inc.
                                                                                                        • Neiman Marcus
                                                                                                          • Nordstrom
                                                                                                            • Saks Fifth Avenue
                                                                                                              • Sears
                                                                                                                • JCPenney
                                                                                                                  • Kohl’s
                                                                                                                    • Market threats and opportunities for department stores
                                                                                                                      • Online-only retailers
                                                                                                                        • Amazon.com
                                                                                                                          • Blue Nile
                                                                                                                            • Ice.com
                                                                                                                              • Gemvara
                                                                                                                                • Plukka
                                                                                                                                  • Stella & Dot (online and home selling parties)
                                                                                                                                    • Market threats and opportunities for online-only retailers
                                                                                                                                      • Other notable jewelry/watch brands and retailers:
                                                                                                                                      • Innovations and Innovators

                                                                                                                                        • Wristwatch-like device helps combat childhood obesity
                                                                                                                                          • BaubleBar features designer pop-ups
                                                                                                                                            • I’m Watch puts smartphone on your wrist
                                                                                                                                              • Garmin’s GPX watch features enhanced navigation
                                                                                                                                                • True2Form Design launches scented, eco-friendly watches
                                                                                                                                                  • JewelMint offers jewelry by subscription
                                                                                                                                                    • Lunatik converts watches into iPod cases
                                                                                                                                                      • Road ID provides ID bracelets for avid cyclists and runners
                                                                                                                                                      • Marketing Strategies

                                                                                                                                                          • Television advertising
                                                                                                                                                            • Blue Nile
                                                                                                                                                              • Figure 24: Blue Nile TV ad, “Broken Flowers,” February 2012
                                                                                                                                                            • Jared
                                                                                                                                                              • Figure 25: Jared TV ad, “Craving Chocolate (Jewelry Differs),” May 2012
                                                                                                                                                            • Kay Jewelers
                                                                                                                                                              • Figure 26: Kay Jewelers TV ad, “Best Mommy,” May 2012
                                                                                                                                                            • Kohl’s
                                                                                                                                                              • Figure 27: Kohl’s TV ad, “Dad’s Day,” June 2012
                                                                                                                                                            • Macy’s
                                                                                                                                                              • Figure 28: Macy’s TV ad, “Find your magic at Macy’s,” February 2012
                                                                                                                                                            • Zales
                                                                                                                                                              • Figure 29: Zales TV ad, “Super mom,” May 2012
                                                                                                                                                            • Print advertising
                                                                                                                                                              • Other marketing activity
                                                                                                                                                              • Jewelry and Watch Purchases

                                                                                                                                                                • Key points
                                                                                                                                                                  • Fashion jewelry purchased for self; both fashion and fine bought for others
                                                                                                                                                                    • Figure 30: Jewelry and watch purchases for self and others, May 2012
                                                                                                                                                                  • Jewelry/watch purchases for self
                                                                                                                                                                    • Women likely to buy fashion jewelry, men buy sports watches
                                                                                                                                                                      • Figure 31: Jewelry and watch purchases for self, by gender, May 2012
                                                                                                                                                                    • Fine jewelry for self purchased by 25-34s
                                                                                                                                                                      • Figure 32: Jewelry and watch purchases for self, by age, May 2012
                                                                                                                                                                    • Fine jewelry/watch purchases rises as household income increases
                                                                                                                                                                      • Figure 33: Jewelry and watch purchases for self, by household income, May 2012
                                                                                                                                                                    • Jewelry/watch purchases for others
                                                                                                                                                                      • Men likely to buy fine jewelry for others, women buy fashion for others
                                                                                                                                                                        • Figure 34: Jewelry and watch purchases for others, by gender, May 2012
                                                                                                                                                                      • Younger consumers most likely to buy fine jewelry for others
                                                                                                                                                                        • Figure 35: Jewelry and watch purchases for others, by age, May 2012
                                                                                                                                                                      • Highest-income earners buy fine jewelry for others
                                                                                                                                                                        • Figure 36: Jewelry and watch purchases for others, by household income, May 2012
                                                                                                                                                                    • Type of Jewelry Purchased

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Earrings most common type of jewelry purchased for self and others
                                                                                                                                                                          • Figure 37: Type of jewelry purchased for self and others, May 2012
                                                                                                                                                                        • Type of jewelry purchased for self
                                                                                                                                                                          • Women most likely to buy earrings; men buy cufflinks, wedding ring for self
                                                                                                                                                                            • Figure 38: Type of jewelry purchased for self, by gender, May 2012
                                                                                                                                                                            • Figure 39: Type of jewelry purchased by women for self vs. by men for others, May 2012
                                                                                                                                                                          • Necklaces most likely purchased by younger jewelry buyers
                                                                                                                                                                            • Figure 40: Type of jewelry purchased for self, by age, May 2012
                                                                                                                                                                          • Highest- and lowest-income consumers have similar buying preferences
                                                                                                                                                                            • Figure 41: Type of Jewelry purchased for self, by household income, May 2012
                                                                                                                                                                          • Type of jewelry purchased for others
                                                                                                                                                                            • Men more likely than women to buy all types of jewelry for others
                                                                                                                                                                              • Figure 42: Type of jewelry purchased for others, by gender, May 2012
                                                                                                                                                                            • Promote wedding bundles to young jewelry buyers
                                                                                                                                                                              • Figure 43: Type of jewelry purchased for others, by age, May 2012
                                                                                                                                                                            • Similar purchase patterns for others across all household incomes
                                                                                                                                                                              • Figure 44: Type of jewelry purchased for others, by household income, May 2012
                                                                                                                                                                          • Material of Jewelry/Watches Purchased

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Sterling silver purchased most often for earrings, necklaces, bracelets
                                                                                                                                                                                • Figure 45: Type of material of jewelry purchased, May 2012
                                                                                                                                                                              • Women more likely to buy sterling silver, men buy yellow and white gold
                                                                                                                                                                                • Figure 46: Type of material of necklace/pendant, by gender, May 2012
                                                                                                                                                                            • Stones in Jewelry/Watches Purchased

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Diamonds purchased in wedding rings, other rings, and earrings
                                                                                                                                                                                  • Figure 47: Type of stones in jewelry, by type of jewelry purchased, May 2012
                                                                                                                                                                                • Men likely to buy diamond, gemstone earrings
                                                                                                                                                                                  • Figure 48: Type of stones in earrings, by gender, May 2012
                                                                                                                                                                                • Jewelry buyers across all income groups likely to buy diamond earrings
                                                                                                                                                                                  • Figure 49: Type of stones in earrings, by household income, May 2012
                                                                                                                                                                                • Men more likely to buy diamond rings, but women buy, too
                                                                                                                                                                                  • Figure 50: Type of stones in ring (not wedding related), by gender, May 2012
                                                                                                                                                                              • Retailers Shopped for Watches/Jewelry

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Jewelry most often purchased at department stores, watches bought at mass merchandisers most often
                                                                                                                                                                                    • Figure 51: Retailers shopped for jewelry and watches, May 2012
                                                                                                                                                                                  • Men more likely to buy jewelry at specialists, women buy at department stores, mass merchandisers
                                                                                                                                                                                      • Figure 52: Retailers where jewelry is purchased most often, by gender and age, May 2012
                                                                                                                                                                                      • Figure 53: Retailers where jewelry is purchased most often, by household income, race/Hispanic origin, and marital status, May 2012
                                                                                                                                                                                    • Women more likely than men to buy watches most often at department stores, mass merchandisers
                                                                                                                                                                                      • Figure 54: Retailers where watches are purchased most often, department store and mass merchandiser, by gender and age, May 2012
                                                                                                                                                                                      • Figure 55: Retailers where watches are purchased most often, department store and mass merchandiser, by household income, race/Hispanic origin, marital status, and household size, May 2012
                                                                                                                                                                                  • Amount Spent on Watches

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • On average, watch buyers spend more than $100 on watches
                                                                                                                                                                                        • Figure 56: Amount spent on watches, January 2007-November 2011
                                                                                                                                                                                      • Men spend more than women on watches
                                                                                                                                                                                        • Figure 57: Amount spent on watches, by gender, October 2010-November 2011
                                                                                                                                                                                      • 25-34s spend the most on watches compared to other age groups
                                                                                                                                                                                        • Figure 58: Amount spent on watches, by age, October 2010-November 2011
                                                                                                                                                                                      • Highest-income earners spend the most on watches
                                                                                                                                                                                        • Figure 59: Amount spent on watches, by household income, October 2010-November 2011
                                                                                                                                                                                    • Reasons for Purchasing Jewelry/Watches for Others

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Birthdays top gift-giving occasion for jewelry and watches
                                                                                                                                                                                          • Figure 60: Reasons for buying jewelry and watches for others, May 2012
                                                                                                                                                                                        • Reasons for buying jewelry for others
                                                                                                                                                                                          • Women buy for birthdays, men buy for anniversary, Valentine’s Day gifts
                                                                                                                                                                                            • Figure 61: Reasons for buying jewelry for others, by gender, May 2012
                                                                                                                                                                                          • Birthdays top reason for giving jewelry to others across all ages
                                                                                                                                                                                            • Figure 62: Reasons for buying jewelry for others, by age, May 2012
                                                                                                                                                                                          • Sale prices appeal to many household income groups when buying jewelry for others
                                                                                                                                                                                            • Figure 63: Reasons for buying jewelry for others, by household income, May 2012
                                                                                                                                                                                          • Reasons for buying watches for others
                                                                                                                                                                                            • Watches purchased for others as birthday gifts by both men and women
                                                                                                                                                                                              • Figure 64: Reasons for buying watches for others, by gender, May 2012
                                                                                                                                                                                            • Younger buyers buy just because, older buyers purchase watches as replacement
                                                                                                                                                                                              • Figure 65: Reasons for buying watches for others, by age, May 2012
                                                                                                                                                                                            • Birthdays most common reason for buying watches for others in both income groups
                                                                                                                                                                                              • Figure 66: Reasons for buying watches for others, by household income, May 2012
                                                                                                                                                                                          • Reasons for Purchasing Jewelry/Watches for Self

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Most buy jewelry and watches to treat themselves
                                                                                                                                                                                                • Figure 67: Reasons for buying jewelry and watches for self, May 2012
                                                                                                                                                                                              • Reasons for purchasing jewelry for self
                                                                                                                                                                                                • Women more likely than men to buy jewelry to treat themselves
                                                                                                                                                                                                  • Figure 68: Reasons for buying jewelry for self, by gender, May 2012
                                                                                                                                                                                                • Younger jewelry buyers buy on sale, on impulse, and to match clothes
                                                                                                                                                                                                  • Figure 69: Reasons for buying jewelry for self, by age, May 2012
                                                                                                                                                                                                • Higher income facilitates impulse purchasing
                                                                                                                                                                                                  • Figure 70: Reasons for buying jewelry for self, by household income, May 2012
                                                                                                                                                                                                • Reasons for purchasing watches for self
                                                                                                                                                                                                  • Men buy watches to treat themselves, update their style
                                                                                                                                                                                                    • Figure 71: Reasons for buying watches for self, by gender, May 2012
                                                                                                                                                                                                  • Younger buyers buy watches as a treat, older shoppers buy watches as replacement
                                                                                                                                                                                                    • Figure 72: Reasons for buying watches for self, by age, May 2012
                                                                                                                                                                                                  • Despite household income differences, people buy watches to treat themselves
                                                                                                                                                                                                    • Figure 73: Reasons for buying watches for self, by household income, May 2012
                                                                                                                                                                                                • Importance of Jewelry Attributes

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Style/design, price, and quality most important when buying jewelry
                                                                                                                                                                                                      • Figure 74: Importance of jewelry attributes, May 2012
                                                                                                                                                                                                    • Style, price important to women; men seek quality, type of material
                                                                                                                                                                                                      • Figure 75: Importance of jewelry attributes, by gender, May 2012
                                                                                                                                                                                                    • Brand name, limited-edition items important to 25-34s
                                                                                                                                                                                                      • Figure 76: Importance of jewelry attributes, by age, May 2012
                                                                                                                                                                                                    • Across all household incomes, jewelry buyers seek similar attributes
                                                                                                                                                                                                      • Figure 77: Importance of jewelry attributes, by household income, May 2012
                                                                                                                                                                                                  • Attitudes toward Jewelry/Watches

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Jewelry and watch buyers not likely to buy online
                                                                                                                                                                                                        • Figure 78: Attitudes toward buying jewelry and watches, May 2012
                                                                                                                                                                                                      • Attitudes toward buying jewelry
                                                                                                                                                                                                        • Women more likely than men to research jewelry online, buy for special occasions
                                                                                                                                                                                                          • Figure 79: Attitudes toward buying jewelry, by gender, May 2012
                                                                                                                                                                                                        • Older jewelry buyers research jewelry online, buy in stores
                                                                                                                                                                                                          • Figure 80: Attitudes toward buying jewelry, by age, May 2012
                                                                                                                                                                                                        • Jewelry buyers in all household incomes are likely to research online
                                                                                                                                                                                                          • Figure 81: Attitudes toward buying jewelry, by household income, May 2012
                                                                                                                                                                                                        • Attitudes toward buying watches
                                                                                                                                                                                                          • Women more likely to research watches online, buy same brands
                                                                                                                                                                                                            • Figure 82: Attitudes toward buying watches, by gender, May 2012
                                                                                                                                                                                                          • Those aged 55+ most likely to research watches online before buying
                                                                                                                                                                                                            • Figure 83: Attitudes toward buying watches, by age, May 2012
                                                                                                                                                                                                          • Half of lowest-income earners research watches online
                                                                                                                                                                                                            • Figure 84: Attitudes toward buying watches, by household income, May 2012
                                                                                                                                                                                                        • Impact of Race/Hispanic Origin

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Hispanics buy jewelry and watches for themselves more often than non-Hispanics
                                                                                                                                                                                                              • Figure 85: Jewelry and watch purchases for self, by race/Hispanic origin, May 2012
                                                                                                                                                                                                            • Hispanics more likely than non-Hispanics to buy jewelry/watches for self and others
                                                                                                                                                                                                              • Figure 86: Jewelry and watch purchases for others, by race/Hispanic origin, May 2012
                                                                                                                                                                                                            • Whites and blacks most likely to buy earrings for themselves
                                                                                                                                                                                                              • Figure 87: Type of jewelry purchased for self, by race/Hispanic origin, May 2012
                                                                                                                                                                                                            • Whites buy earrings and necklaces most often for others, Hispanics buy bracelets and rings
                                                                                                                                                                                                              • Figure 88: Type of jewelry purchased for others, by race/Hispanic origin, May 2012
                                                                                                                                                                                                            • Asians, Hispanics spend the most on watches
                                                                                                                                                                                                              • Figure 89: Amount spent on watches, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                            • All groups likely to buy jewelry for others as birthday gifts
                                                                                                                                                                                                              • Figure 90: Reasons for buying jewelry for others, by race/Hispanic origin, May 2012
                                                                                                                                                                                                            • Hispanics buy jewelry to treat themselves, whites buy on impulse
                                                                                                                                                                                                              • Figure 91: Reasons for buying jewelry for self, by race/Hispanic origin, May 2012
                                                                                                                                                                                                            • Style/design important to all groups, Hispanics seek unique items
                                                                                                                                                                                                              • Figure 92: Importance of jewelry attributes, by race/Hispanic origin, May 2012
                                                                                                                                                                                                            • Blacks most likely to research jewelry online before buying
                                                                                                                                                                                                              • Figure 93: Attitudes toward buying jewelry, by race/Hispanic origin, May 2012
                                                                                                                                                                                                            • Blacks most likely to buy the same brands/designers of watches
                                                                                                                                                                                                              • Figure 94: Attitudes toward buying watches, by race/Hispanic origin, May 2012
                                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                                              • Savvy Shoppers
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                      • Moderate Spenders
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Gift Givers
                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                                                        • Figure 95: Jewelry and watch purchases for self, by watch and jewelry cluster groups, May 2012
                                                                                                                                                                                                                                        • Figure 96: Jewelry/watches purchased for others, by watch and jewelry cluster groups, May 2012
                                                                                                                                                                                                                                        • Figure 97: Retailers where jewelry is purchased, by watch and jewelry cluster groups, May 2012
                                                                                                                                                                                                                                        • Figure 98: Importance of attributes, by watch and jewelry cluster groups, May 2012
                                                                                                                                                                                                                                        • Figure 99: Attitudes toward jewelry and watches—Any agree, by watch and jewelry cluster groups, May 2012
                                                                                                                                                                                                                                      • Watch and jewelry cluster groups demographic profiles
                                                                                                                                                                                                                                        • Figure 100: Watch and jewelry cluster group profiles, May 2012
                                                                                                                                                                                                                                        • Figure 101: Watch and jewelry cluster group profiles, May 2012 (continued)
                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                        • Jewelry/watch purchases for self and others
                                                                                                                                                                                                                                          • Jewelry/watch purchases for self
                                                                                                                                                                                                                                            • Figure 102: Jewelry and watch purchases for self, by marital/relationship status, May 2012
                                                                                                                                                                                                                                            • Figure 103: Jewelry and watch purchases for self, by employment, May 2012
                                                                                                                                                                                                                                            • Figure 104: Jewelry and watch purchases for self, by gender and household income, May 2012
                                                                                                                                                                                                                                          • Jewelry/watch purchases for others
                                                                                                                                                                                                                                            • Figure 105: Jewelry and watch purchases for others, by marital/relationship status, May 2012
                                                                                                                                                                                                                                            • Figure 106: Jewelry and watch purchases for others, by employment, May 2012
                                                                                                                                                                                                                                            • Figure 107: Jewelry and watch purchases for others, by gender and household income, May 2012
                                                                                                                                                                                                                                          • Type of jewelry purchased for self
                                                                                                                                                                                                                                            • Figure 108: Type of jewelry purchased for self, by marital status, May 2012
                                                                                                                                                                                                                                            • Figure 109: Type of jewelry purchased for self, by employment, May 2012
                                                                                                                                                                                                                                          • Type of jewelry purchased for others
                                                                                                                                                                                                                                            • Figure 110: Type of jewelry purchased for others, by marital status, May 2012
                                                                                                                                                                                                                                            • Figure 111: Type of jewelry purchased for others, by employment, May 2012
                                                                                                                                                                                                                                          • Type of material
                                                                                                                                                                                                                                            • Type of material of earrings purchased
                                                                                                                                                                                                                                              • Figure 112: Type of material of earrings, by gender, May 2012
                                                                                                                                                                                                                                              • Figure 113: Type of material of earrings, by age, May 2012
                                                                                                                                                                                                                                              • Figure 114: Type of material of earrings, by household income, May 2012
                                                                                                                                                                                                                                              • Figure 115: Type of material of earrings, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                                              • Figure 116: Type of material of earrings, by marital status, May 2012
                                                                                                                                                                                                                                            • Type of material of necklace/pendant purchased
                                                                                                                                                                                                                                              • Figure 117: Type of material of necklace/pendant, by age, May 2012
                                                                                                                                                                                                                                              • Figure 118: Type of material of necklace/pendant, by household income, May 2012
                                                                                                                                                                                                                                              • Figure 119: Type of material of necklace/pendant, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                                              • Figure 120: Type of material of necklace/pendant, by marital status, May 2012
                                                                                                                                                                                                                                            • Type of material of bracelet purchased
                                                                                                                                                                                                                                              • Figure 121: Type of material of bracelet, by gender, May 2012
                                                                                                                                                                                                                                              • Figure 122: Type of material of bracelet, by age, May 2012
                                                                                                                                                                                                                                              • Figure 123: Type of material of bracelet, by household income, May 2012
                                                                                                                                                                                                                                              • Figure 124: Type of material of bracelet, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                                              • Figure 125: Type of material of bracelet, by marital status, May 2012
                                                                                                                                                                                                                                              • Figure 126: Type of material of ring (not wedding related), by gender, May 2012
                                                                                                                                                                                                                                              • Figure 127: Type of material of ring (not wedding related), by age, May 2012
                                                                                                                                                                                                                                              • Figure 128: Type of material of ring (not wedding related), by household income, May 2012
                                                                                                                                                                                                                                              • Figure 129: Type of material of ring (not wedding related), by race/Hispanic origin, May 2012
                                                                                                                                                                                                                                              • Figure 130: Type of material of ring (not wedding related), by marital status, May 2012
                                                                                                                                                                                                                                            • Types of stones in purchases
                                                                                                                                                                                                                                              • Stones in earrings purchased
                                                                                                                                                                                                                                                • Figure 131: Type of stones in earrings, by age, May 2012
                                                                                                                                                                                                                                                • Figure 132: Type of stones in earrings, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                                                • Figure 133: Type of stones in earrings, by marital status, May 2012
                                                                                                                                                                                                                                              • Stones in necklace/pendant purchased
                                                                                                                                                                                                                                                • Figure 134: Type of stones in necklace/pendant, by gender, May 2012
                                                                                                                                                                                                                                                • Figure 135: Type of stones in necklace/pendant, by age, May 2012
                                                                                                                                                                                                                                                • Figure 136: Type of stones in necklace/pendant, by household income, May 2012
                                                                                                                                                                                                                                                • Figure 137: Type of stones in necklace/pendant, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                                                • Figure 138: Type of stones in necklace/pendant, by marital status, May 2012
                                                                                                                                                                                                                                              • Stones in bracelets purchased
                                                                                                                                                                                                                                                • Figure 139: Type of stones in bracelet, by gender, May 2012
                                                                                                                                                                                                                                                • Figure 140: Type of stones in bracelet, by age, May 2012
                                                                                                                                                                                                                                                • Figure 141: Type of stones in bracelet, by household income, May 2012
                                                                                                                                                                                                                                                • Figure 142: Type of stones in bracelet, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                                              • Stones in non-wedding-related rings purchased
                                                                                                                                                                                                                                                • Figure 143: Type of stones in ring (not wedding related), by age, May 2012
                                                                                                                                                                                                                                                • Figure 144: Type of stones in ring (not wedding related), by household income, May 2012
                                                                                                                                                                                                                                                • Figure 145: Type of stones in ring (not wedding related), by race/Hispanic origin, May 2012
                                                                                                                                                                                                                                                • Figure 146: Type of stones in ring (not wedding related), by marital status, May 2012
                                                                                                                                                                                                                                              • Amount spent on watches
                                                                                                                                                                                                                                                • Figure 147: Amount spent on watches, by gender and age, October 2010-November 2011
                                                                                                                                                                                                                                              • Reasons for buying
                                                                                                                                                                                                                                                • Reasons for buying jewelry for others
                                                                                                                                                                                                                                                  • Figure 148: Reasons for buying jewelry for others, by marital status, May 2012
                                                                                                                                                                                                                                                  • Figure 149: Reasons for buying jewelry for others, by gender and household income, May 2012
                                                                                                                                                                                                                                                • Reasons for buying watches for others
                                                                                                                                                                                                                                                  • Figure 150: Reasons for buying watches for others, by marital status, May 2012
                                                                                                                                                                                                                                                • Reasons for buying jewelry for self
                                                                                                                                                                                                                                                  • Figure 151: Reasons for buying jewelry for self, by marital status, May 2012
                                                                                                                                                                                                                                                  • Figure 152: Importance of jewelry attributes, by marital/relationship status, May 2012
                                                                                                                                                                                                                                                  • Figure 153: Importance of jewelry attributes, by gender and household income, May 2012
                                                                                                                                                                                                                                                • Attitudes
                                                                                                                                                                                                                                                  • Attitudes toward jewelry
                                                                                                                                                                                                                                                    • Figure 154: Attitudes toward buying jewelry, by marital/relationship status, May 2012
                                                                                                                                                                                                                                                    • Figure 155: Attitudes toward buying jewelry, by gender and household income, May 2012
                                                                                                                                                                                                                                                  • Attitudes toward watches
                                                                                                                                                                                                                                                    • Figure 156: Attitudes toward buying watches, by marital status, May 2012
                                                                                                                                                                                                                                                    • Figure 157: Attitudes toward buying watches, by gender and household income, May 2012
                                                                                                                                                                                                                                                  • Attitudes toward jewelry and watches
                                                                                                                                                                                                                                                    • Figure 158: Attitudes toward buying jewelry and watches online or on sale, by gender, May 2012
                                                                                                                                                                                                                                                    • Figure 159: Attitudes toward jewelry and watches online or on sale, by age, May 2012
                                                                                                                                                                                                                                                    • Figure 160: Attitudes toward buying jewelry and watches online or on sale, by household income, May 2012
                                                                                                                                                                                                                                                    • Figure 161: Attitudes toward buying jewelry and watches online or on sale, by race/Hispanic origin, May 2012
                                                                                                                                                                                                                                                    • Figure 162: Attitudes toward buying jewelry and watches online or on sale, by marital/relationship status, May 2012
                                                                                                                                                                                                                                                    • Figure 163: Attitudes toward jewelry and watches, by gender and household income, May 2012
                                                                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                  • Alexander McQueen
                                                                                                                                                                                                                                                  • Alexis Bittar
                                                                                                                                                                                                                                                  • Amazon North America
                                                                                                                                                                                                                                                  • Avon USA
                                                                                                                                                                                                                                                  • Baume & Mercier
                                                                                                                                                                                                                                                  • Berkshire Hathaway Inc
                                                                                                                                                                                                                                                  • Bloomingdale's
                                                                                                                                                                                                                                                  • Burberry (USA)
                                                                                                                                                                                                                                                  • Cartier SA
                                                                                                                                                                                                                                                  • Citizen Watch UK Ltd
                                                                                                                                                                                                                                                  • Coach, Inc.
                                                                                                                                                                                                                                                  • Costco Wholesale Corporation
                                                                                                                                                                                                                                                  • De Beers Diamond Jewellers
                                                                                                                                                                                                                                                  • eBay Inc.
                                                                                                                                                                                                                                                  • Etsy
                                                                                                                                                                                                                                                  • Fendi SRL
                                                                                                                                                                                                                                                  • Forever 21 Inc.
                                                                                                                                                                                                                                                  • Fossil
                                                                                                                                                                                                                                                  • Gucci Group N.V.
                                                                                                                                                                                                                                                  • J C Penney Company, Inc
                                                                                                                                                                                                                                                  • kate spade LLC
                                                                                                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                                                                                                  • Kohl's Corporation
                                                                                                                                                                                                                                                  • Liz Claiborne Inc
                                                                                                                                                                                                                                                  • Macy's, Inc.
                                                                                                                                                                                                                                                  • Mary Kay Inc.
                                                                                                                                                                                                                                                  • Montres Rolex S.A.
                                                                                                                                                                                                                                                  • National Football League Inc.
                                                                                                                                                                                                                                                  • Nordstrom
                                                                                                                                                                                                                                                  • Overstock.com Inc.
                                                                                                                                                                                                                                                  • Pandora Group
                                                                                                                                                                                                                                                  • PSA Peugeot Citroën S.A.
                                                                                                                                                                                                                                                  • Roberto Coin
                                                                                                                                                                                                                                                  • Saks Incorporated
                                                                                                                                                                                                                                                  • Sears Holdings Corporation
                                                                                                                                                                                                                                                  • Seiko Corporation
                                                                                                                                                                                                                                                  • TAG Heuer International SA 
                                                                                                                                                                                                                                                  • Target Corporation
                                                                                                                                                                                                                                                  • The Neiman Marcus Group Inc
                                                                                                                                                                                                                                                  • Tiffany & Co.
                                                                                                                                                                                                                                                  • Tupperware
                                                                                                                                                                                                                                                  • Van Cleef & Arpels
                                                                                                                                                                                                                                                  • Vera Wang
                                                                                                                                                                                                                                                  • Victorinox
                                                                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                                                                  • Zale Corporation
                                                                                                                                                                                                                                                  • Zales

                                                                                                                                                                                                                                                  US Watches and Jewelry Market Research Report - September 2012

                                                                                                                                                                                                                                                  £3,174.67 (Excl.Tax)