The Watch Brand Explosion

As someone who has been in the watch and jewelry industry for over 50 years, the recent explosion of new start-up watch brands has been startling. Almost overnight several dozen new brands have appeared, almost all started with "kick-starter" or other venture capital.  These watches share several obvious similarities including expensive, well designed web pages, massive internet advertising and clever, captivating back-stories, which may, or may not be true.

Under the hood they also have similarities the buyer might never notice.  Almost all are made in China, using Chinese or Japanese movements and little or no technological improvements.  They are instead being sold on styling and marketing prowess.  And, quite honestly, most of these companies will not be around in a year or two.

There is nothing wrong with selling style or story.  Many customers want the newest, most unique looking watch.  And at around $200.00 average retail, the watches are not unfairly priced, although keep in mind you are mostly paying for web designers, copywriters and fashion photographers, not the actual watches themselves.  Similar quality watches (made in the same Chinese factories) are available at your local discount store for around $30.00, but with old names of companies long past their glory.

Hidden amide the myriad of glitzy new brands are a few companies genuinely making watches and seriously innovating new manufacturing techniques.  These companies are genuinely advancing the art of watchmaking, not just slapping fresh paint on an old product.  One of the most innovative today is Armourlite in Miami, Florida. ArmourLite Watch Company is an American company that designs, assembles, and tests watches in the USA.

We will be writing several upcoming blog posts about some of the interesting watch developments and manufacturing innovations from Armourlite, but I'll mention one important innovation today - The Armourglass Shatterproof Crystal found on many (but not all) of their watches. Armourglass crystals are multi-layered and can withstand up to 6,000 Vickers, whereas most watch crystals can only withstand about 700. Using the same technology as bulletproof glass, Armourlite created a crystal that won’t shatter even when one layer is compromised.

We hope you'll visit one (or all) of our three websites to see the complete Armourlite collection of innovative watches: Gem of the Day Armourlite Catalog or the Top Flight Watches Armourlite Catalog.  On our Time 4 Tritium Website, we've divided the Armourlite offerings into two different catalogs for easier shopping. Time4Tritum Armourlite Catalog and Time4Tritium Isobright T100 Catalog

A Treasure Has Been Discovered

It's been nearly four years since Florida Keys Watches ceased production of watches and stopped the development of new models.  The unexpected death of the principle owner and the designer of the watch line brought the company to an unexpected and tragic end.  The Key Lido collection, pictured above and below, has become something of a legend, a collectible watch highly sought after and desired by watch aficionados worldwide.  Gem of the Day sold it's last remaining watches two years ago yet they still get requests nearly daily and the Florida Keys Web Page (on the Gem of the Day website) is STILL one of the highest trafficked pages in the entire website.

As real credit to the partnership that founded Florida Keys Watches is that the remaining partners have continued to honor all warranties and repair watches as needed.  It helps that the watches nearly never need repair.  It's almost the perfect watch.

This past week Florida Keys Watches contacted us at Gem of the Day and asked it we would help them liquidate a tiny group of remaining watches they discovered in their vaults.  Of course we instantly agreed.  Originally selling at $475.00, we've agreed to sell the remaining watches for just $299.99 each.  Florida Keys will continue to honor the two year warranty and these watches are new, not refurbished.

REGRETFULLY, WE HAVE SOLD OUT OF ALL OUR FLORIDA KEYS TIME WATCHES. NO ADDITIONAL WATCHES ARE AVAILABLE.

The History of Florida Keys Time

The story of Florida Keys Time is as unique as the watches themselves. Originally founded in 2002 by a group of retired executives of some of the world's largest and most famous watch companies, the goal of Florida Keys Time was simple: Create a series of watches without compromise. Build the best watch possible without regard to cost. Florida Key's founders were tired of the endless compromises made by the big watch companies. In the end, they believed, such compromises only shortchanged the customers.

Using this philosophy, Florida Key's founders insisted the crystals would be highly  scratch resistant synthetic sapphire glass. The case and bracelets are made of be solid titanium for strength and durability combined with very light weight. Naturally the watches would be depth tested to 100 meters (330 feet) below sea level.


The movements in the Lido Collection are at the very leading edge of technology. Because digital displays make multiple functions like alarms, dual time and chronographs easy to use, the watch needed to utilize large digital displays with full bright backlighting using electro-luminescence.


But the watches also needed to have great styling. Florida Keys chose the newest color digital displays, available in Black, Blue, Yellow or Orange. And the digital display can actually be turned off, yet available to the owner at the simple touch of a button.

Development and field testing of the new Lido Collection was done under the most demanding conditions. Just as there was no compromise in the design, there was no compromise in the testing. These are remarkable watches that can handle any sport, any activity, any work conditions and any situation!


The unexpected death of one of the founders of Florida Keys Time brought the company to an end. The watches are loved by owners world wide and remain one of the most demanded watches Gem of the Day has ever carried. We are proud of our long association with the company and the people who originally envisioned this ground breaking watch.