When it comes to watches, everyone talks about design, craftsmanship, and precision. But there’s another side to watch ownership that’s often left in the shadows—servicing and after-sales support. After spending over 20 years in this industry, I’ve seen it all, and it’s clear that the watch servicing experience is overdue for change.
Why watch servicing isn’t like servicing a car
I was recently reminded of this difference when I took my car in for some quick repairs. Within a morning, my local dealer had replaced the brakes and fitted new tyres—no hassle, no long wait. Cars are modular, designed with replace-and-go parts. Diagnostics are often electronic and streamlined.
Watches, however, are a completely different story. Servicing a watch means dismantling it entirely, inspecting each component, cleaning, lubricating, reassembling, and testing. Unlike cars, there’s no plug-and-play option for watches. Testing and regulation of timekeeping requires precision and, most importantly, time. I t’s a meticulous process that cannot be rushed, which is why a well-serviced watch can stay accurate for years.
The Industry problem: misplaced priorities
Here’s where things get frustrating. Many luxury watch brands are quick to spend millions on celebrity endorsements, high-profile sports sponsorships, or luxury boutiques in prime locations. But too few are investing in the local after-sales and service centres that would make a real difference for watch owners. Imagine if more brands prioritised a stock of service kits and parts at local centres. This approach could dramatically cut down wait times and enhance the overall customer experience.
By investing in local infrastructure, brands could also encourage education and training in watchmaking, keeping this art alive and accessible to new generations. This is what we need to sustain the industry and meet the expectations of modern customers.
Why good After-Sales service matters more than ever
We live in an age of fast solutions, and while watchmaking is a time-honoured craft, that shouldn’t justify poor after-sales experiences. The customer journey shouldn’t end at the sale; it should continue with a commitment to quality service. For instance, if you took your Volkswagen in for a service and were told it would take 2-3 months, you’d be calling a lawyer!
For many local dealers and watchmakers, the challenge isn’t lack of skill but lack of resources. They’re often working hard to get the parts needed for repairs and face delays outside their control. The industry’s infrastructure and approach to after-sales need modernisation to match today’s expectations.
How we approach servicing at Helicon Watches
Having worked with several well-known watch brands, my wife Danielle and I know that after-sales support can make or break the ownership experience. That’s why at Helicon, we aim to provide stress-free, reliable service for every watch we sell.
With a network of after-sales support in over 30 countries, we ensure that whether you’re local or halfway around the world, you’ll receive the service you deserve.
If you’re unsure about regular watch servicing, that’s your decision, of course. But, like anything, watches benefit from care over time. For those who swim or dive frequently, we recommend periodic pressure checks to make sure your watch stays water-resistant and secure.
Turning a negative into a positive
Every service issue is an opportunity to build a stronger relationship with our customers. We’ve seen it firsthand—by handling after-sales with care and efficiency, we create connections that last a lifetime. Danielle and I want every Helicon watch owner to feel supported, not just when they buy their watch, but throughout their ownership journey.
Let’s keep the conversation going
The watch industry needs to shift its perspective on after-sales service. By rethinking priorities and investing in local service centres, training, and resources, we can build a better experience for watch owners everywhere.
About Helicon Watches
At Helicon Watches, we’re committed to creating beautifully crafted, unique, and accessible timepieces, backed by an after-sales experience that’s as enjoyable as owning the watch itself.
