Tourneau, the renowned watch retailer, has decided to foray into selling jewellery at its iconic outlets with Forevermark. This is its first entry into the market in years, though initially it started as a jewellery retailer around 115 years ago. 

As of now, the Forevermark Collection will first appear this holiday at its flagship Tourneau TimeMachine location in New York City and online. It will eventually expand to the company’s Copley Place store in Boston in early 2016. The plan is to roll out the collection to all of its 32 stores. 

As Tourneau’s CEO Ira Melnitsky told  JCK Online, “We have always had requests for jewellery. People are surprised to see that we don’t carry it. We see jewellery as an opportunity. This is the initiative right now.”