Federico’s selected to sell prestigious Rolex brand

TRAVERSE CITY – If you’re in the market for a Rolex watch, your shopping just got easier.

Federico’s Design Jewelers in downtown Traverse City recently became one of less than 1,000 jewelers in the nation to be awarded the privilege of selling Rolex watches.

“It’s been my goal from the beginning to become a Rolex dealer–it’s the pinnacle,” George Wildman, president of Federico’s, commented.

Federico’s is now the exclusive dealer in northern Michigan, with Grand Rapids the nearest dealer outside the area.

So how does a prestigious company like Rolex end up in a hometown environment?

“They came to us. Rolex prides itself in superior quality product and service, and we share that belief,” Karen Johnson, manager of the Traverse City store said. “Carrying Rolex just raises the bar. Our integrity and way of doing business is a good fit for them.”

Fifteen years on Front Street, Federico’s Design Jewelers also has a sister store in the Bay Harbor Marina District. Wildman and his wife Laurie are sole owners of the two stores.

Federico’s is the jeweler of choice for far-reaching clientele from northern Michigan to Detroit to Chicago because of their knowledgeable staff, hometown customer service, and their “fashion forward designs.”

For Federico’s Design Jewelers, getting the word out about Rolex will be low-key. In spite of the glamour and name-dropping typically associated with Rolex, it’s a “no-frills” company that remains humble. In fact, most of the profits earned from the sale of their watches go to charitable causes.

“The promotion that we’ll do will be traditional; most of the material provided by Rolex themselves,” states Wildman. “But, ultimately, word of mouth will be the most potent form of advertising. People seek out Rolex; the name has instant, worldwide recognition.”

The Traverse City store has their Rolex inventory in place and Bay Harbor will be stocked in June. Wildman will send two of his staff to New York for in-depth product training.

While many people cringe at the cost of owning a Rolex, new or used, Rolex retains a higher cost than any other production Swiss watch. “Everything in the line can be resold in an instant anywhere in the world, for very good money,” states the Web site.

The dealers have already earmarked every watch Rolex makes. There are several models that are so popular that dealers often have to wait for up to a year for delivery.

A Rolex timepiece is a true luxury item, and their price reflects their status. According to Wildman, one can expect to pay $2,100 and up for the “experience” of owning a Rolex watch. BN