The Gray & Sons Story

If you happen to be shopping at the world renowned Bal Harbour Shops in Miami Beach, Florida and look through the palm trees and flowering shrubs across the street, you will notice the store front of Gray & Sons Jewelers. At first glance it might just look like any other fine watch and jewelry store. But when you walk in and see the brilliantly lit cases filled with sparkling jewelry and shining watches, you begin to catch a glimpse of the magic that has made Gray & Sons Jewelers one of the largest purveyors of pre-owned and new watches in the world. To see the real magic at work, you have to take a step into the offices behind the store. This is where Gray & Sons runs an operation that continues to drive their business to dazzling new heights.

Gray & Sons owner, Keith Gray, started the business in 1980, when the price of gold was high and people were selling their gold heirlooms for cash. Keith started buying gold watches and jewelry and quickly realized that he was acquiring some very valuable pieces. His collection of vintage and pre-owned modern watches grew rapidly and with it grew the scope of the entire business. He started selling and trading at various antique, watch and jewelry shows and then opened a showroom in Miami Beach. From that time, Gray & Sons began to distinguish itself from other dealers through its meticulous restoration of watches, its encouraging customer service, and its ability to reach customers across the country and the world.

One of the things that separates Gray & Sons from the competition is its on-site restoration facilities, where five Swiss-trained watchmakers with over 150 years of combined experience, and jewelers meticulously repair and restore vintage heirlooms to like-new condition. All certified pre-owned watches undergo a rigorous 86-step inspection and restoration process. They are so confident in the quality of the timepieces they sell that they proudly offer their exclusive 12 month warranty on all watches and a 24 month warranty on all Rolex watches. When a watch leaves Gray & Sons (whether the watch is 5, 10, 20 or even 50 years old) it is in pristine condition. And to ensure that the watch stays that way, Gray & Sons offers its exclusive "Like New for Life" program to all customers who make a pre-owned watch purchase of $2000 or more. This program offers a free annual polishing, detailing, pressure testing, and battery replacement for the life of the watch. Service like that is priceless.

You can think of Gray & Sons as a pre-owned car lot for all the finest makes: Rolls Royce, Mercedes, Lexus, Porsche, BMW etc. But the pre-owned "cars" that Gray & Sons offers are Patek Philippe , Rolex , Cartier , Audemars , Vacheron , Breguet , Piaget , Bvlgari and more. They have a wide selection and offer unique models that are hard to find anywhere else.

Another key to Gray & Sons' formula for success is the reach they have across the country and abroad. Even with one location they are able to show their merchandise each month to tens of thousands of people all over the country and the world through their full color catalog. Gray & Sons produces a monthly 32 to 48-page catalog filled with hundreds of full size pictures from their watch and jewelry inventory. Most of the items are one-of-a-kind and many eager customers anxiously await the arrival of their catalog in the mail so they can rush through it and call in for certain items before they are sold. To off-set the anticipation some people have about buying something that they haven't been able to physically hold and examine, Gray & Sons ships out all pre-owned items with a 10 day no-questions-asked return policy for an exchange or full refund.

The Internet has also provided Gray & Sons with a medium for reaching people around the world. When they launched their website they were among but a few e-commerce sites offering fine watches. As time went by they saw more and more competition build online watch stores. Battling in the e-commerce watch market has been an upward climb and has required continuous labor and innovation. Even today though in an environment flooded with watch dealer websites, stands out due to its stellar after-sales customer service and knowledgeable watch and jewelry specialists ready to answer questions six days a week. With the right mix of marketing, customer service, and excellent product offering Gray & Sons continues to increase its amount of online business.

You might have seen some of Gray & Sons' advertisements in luxury magazines and certain newspapers, they advertise across the nation. However, with 70% of the business coming from repeat customers and referrals, it is a stellar reputation of excellence built since 1980 in the watch and jewelry business that has made Gray & Sons one of the more recognizable names in the industry.

For more information contact:

Keith Gray, President
Gray & Sons Jewelers
9595 Harding Ave.
Bal Harbour, FL 33154