Already offering fine jewelry and diamonds, as well as the popular Alex and Ani and Pandora brands, a TAG Heuer boutique debuts this week at Fords Jewelers on New Brunswick Avenue in the Fords section of Woodbridge.
Barry Berman, owner of the downtown Fords shop since 1971, oversaw construction of the specialty watch space last week, amid the engagement rings, earrings and bracelets.
Albert Dahl, store manager, said the event was a year in the making.
“We decided about a year ago, and between design and planning, it actually came to fruition,” he said.
“We have been a TAG Heuer dealer for more than 20 years. It is gradually becoming a watch for everyone. It is all Swiss, water-resistant, with fantastic styling.”
The men’s watches start selling at about $1,500 and go to a price point of $5,000.
“It is one of the best-selling watches in the store. Watches are almost 50 percent of our business. We sell a lot of watches, always,” Dahl said.
“Everyone considers us a big watch dealer. We are considered one of the largest watch dealers in the tri-state area. TAG Heuer is mainly a men’s sports watch. It is the rage for men — large sports watches.”
Dahl, who has been the Fords Jewelers store manager for 39 years, said TAG Heuer has been in business since 1888.
“It is one of the original all-Swiss watch dealers,” he said.
Fords Jewelers offers jewelry; watches, including Michael Kors; and gifts, including Swarovski, Montblanc, Lladró and Lenox.
The jewelry store has thousands of the popular Alex and Ani bracelets available for holiday shoppers, as well as hundreds of Pandora charms and bracelets.
Designer jewelry brands are available from Simon G., Scott Kay, Charriol and many others.
The shop offers year-round, free giftwrapping and free layaway. Parking is available on-street or in a parking lot across the street.
Holiday hours are Monday, Tuesday, Wednesday and Friday from 9:30 a.m. to 6 p.m., and Thursday from 9:30 a.m. to 8 p.m. The store is open on Saturdays for the holiday season from 9:30 a.m. to 5 p.m. and Sundays from 11 a.m. to 5 p.m.
Santa will visit the store from noon to 3 p.m. Dec. 21.