Apple Watch: Jewelers Get Set to Customize Device

When the Apple Watch is officially released on April 24, fine jewelers nationwide will be among those vying for the hot-ticket item — but not because they simply want to wear them. Rather, jewelers are looking to dissect the watch for insight into how to augment its appearance with precious stones and metals — without compromising the timepiece’s fragile inner workings. Fine jewelers see Apple’s foray into the smartwatch category as an opportunity to reinvigorate their watch-customization businesses and ploy their way into the world of high technology. Companies including Neil Lane and Avianne & Co. are hatching customization methods in advance of the Apple Watch’s retail debut, by reviewing promotional images and evaluating the infrastructure of other smartwatches on the market. Using these as guides, they are tinkering with concepts like laser soldering, drilling and removable accessories as plausible personalization techniques. The jewelers’ results may please sparkle-happy consumers — but at the cost of potential legal ramifications, according to a source. While some jewelers have already mapped out their preliminary plans for high-wattage customizations, they will only be able to set them into motion once the Apple Watch is available for purchase and variables like the thickness of its metal frame and its

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