Since Salem Emamalie founded Brentwood Jewelry over 50 years ago, it has become a multi-generational family business. Three of his sons, a daughter, and a slew of nephews have continued to uphold the high-caliber quality and service that has made the store a go-to destination for jewelry, watches, and gifts.
“I’ve been involved with the business in some way my whole life,” says son Brandon, who joined full-time in 2003. He’s witnessed many trends come and go, and Brentwood Jewelers has always kept up with the times while honoring traditional favorites.
One item that is as in-demand today as it was 50 years ago is the mechanical watch. Whether for a Father’s Day gift, to mark a graduation, or to celebrate other occasions, watches have always been a popular choice. Many high-quality watches are also passed down from generation to generation, and their owners continue to cherish them.
“What makes heirloom watches so special is their sentimental value and the fact that they can never be replicated or replaced,” he says. “Some of these watches have been passed down over multiple decades, and they have these nostalgic looks that are unique and different. No one else can easily get it; it's all yours.”
Brentwood Jewelry offers many heirloom-quality watches for those who want to enjoy a great piece now and then one day pass it on. “When some people think of heirloom, they think generational,” says Brandon. “But, it doesn't necessarily have to be generations. It could be a dad passing it to a son today. Heirloom simply means quality versus time. When you invest in an heirloom quality piece, it gives you that option.”
Customers who come in looking for heirloom-quality watches range from young professionals in their 20s and 30s to grandparents celebrating their grandkids' birthdays. Dads often purchase them for their children’s graduations, while other times it’s sons choosing a watch to present to their fathers upon retirement. A gift of a watch crosses generations and commemorates many special moments in time
Surprisingly, many younger people are going back to the simplicity and style of a basic watch. “Years ago, when smart watches started coming out, we saw a huge decline in watch sales in general across the board. But fast forward, and it kind of reverted to the opposite. Now smartwatch sales are down, and higher-end mechanical watch sales are back up.” The reasons given are that people are tired of being constantly connected and having something on their wrist vibrating and dinging.
So, what brands of heirloom-quality watches are popular in the store today? “Bremont watches are our flagship watch when it comes to us being an authorized dealer,” says Salem’s other son, Blake. “We are one of the very few in the U.S. that carry them. I personally found out about them from my favorite movie, Kingsman, and after doing some research, found out that they are a family business like ours. I then pursued trying to get them.” The Bremont Supermarine 300M Date and the Lady K are just two of the options they carry.
Other premium brands include Hamilton, which was founded in the U.S. in the 1800s. It's Ventura Elvis80 Auto made watchmaking history as the world's first electrical, battery-powered watch.
Of course, the iconic brand Rolex is also offered, and customers may choose the Submariner Date Oyster, the Cosmograph Daytona Oyster, and more.
Adds Brandon, “True heirloom brands that real collectors want are the boutique-style watches. These are your Bremont, Oris, and Longines with limited-edition runs.”
Brentwood Jewelers is also able to repair most watches. “Anything with moving mechanical parts has to be serviced at some point, and most people choose to have these watches fixed over buying a new one,” he says. “You might have spent $800 or up on a watch and now, 10 or 12 years down the road, that same watch is $1,500.”
Taking care of these timepieces so they can become heritage pieces is essential. “The key is regular maintenance and servicing, which is typically every five to seven years,” says Blake. “During servicing, the watchmaker will clean the movement, lubricate the parts, and replace worn components.”
He also recommends cleaning the watch at home with a soft cloth, storing it in a cool, dry place, and avoiding exposure to extreme temperatures, impacts, or magnetic fields. Also, keep your watch wound, but don't wind it on your wrist. Be sure to check the gaskets and seals regularly, too.
“When in doubt, bring it to a watchmaker,” he says. “These few steps will ensure the long life of a timepiece for your family.”
Stop by Brentwood Jewelry to find your next heirloom-quality watch for your own family to enjoy for generations. Every time they look at the time, they’ll be reminded of its legacy.
BrentwoodJewelry.com
“What makes heirloom watches so special is their sentimental value, and the fact that they can never be replicated or replaced,” he says. “Some of these watches have been passed down over multiple decades, and they have these nostalgic looks that are unique and different.”