Like a fine automobile, a luxury timepiece needs maintenance. And should a problem arise, it needs repair. That means finding an expert who has the background, knowledge and certification necessary to perform the service.
Now, Rolex owners can have their watches maintained and repaired locally by just such an expert. Underwood Jewelers, located in The Shoppes of Ponte Vedra, has added a Rolex repair center.
This spring, watchmaker Michael J. Dudley, who is certified by the Swiss American Watchmakers Training Alliance, joined the staff at the Ponte Vedra dealership. All the work is done in-house, which means watches do not leave the premises.
And just as important: Each watch receives service identical to what it would receive at any official Rolex repair center.
That’s because Dudley is specially trained by Rolex, and he uses genuine Rolex parts and service equipment.
In fact, Underwood Jewelers is recognized as a Rolex Plaque Service Center. All of these centers are designed by Rolex with every piece of equipment either built or specified by the company so that all around the globe they are outfitted exactly the same.
Not only does this ensure consistent quality, it means travelers can rely upon any Rolex Plaque Service Center to provide the precise level of work specified by the manufacturer.
“It’s pretty cool,” said Dudley. “You know, you could be in France, your watch breaks, you take it to a Rolex dealer, and they’ll fix it.”
In addition, each service center must be certified every two years. Rolex representatives also pay visits to the shop to ensure its standards are being followed.
John Rutkowski, manager at the shop at 330 A1A North, Suite 204, said this is the first time it has had a watchmaker on staff.
Dudley, who hails from Texas and North Carolina, was first inspired to become a watchmaker when, after finishing college, he moved to the Caribbean island of St. Thomas in hopes of landing work as a sailor. Instead, he got a job at a jewelry store and learned a lot about luxury watches.
On the advice of the local watchmaker, he enrolled in Lititz Watch Technicum, a watchmaking school in Pennsylvania founded by Rolex in 2001. He went on to an internship with Rolex, completing his studies in 2015. He has been working for the Underwood Jewelers Corp. since then, joining the Ponte Vedra store this past spring.
Dudley said that a mechanical watch needs to be serviced every five to 10 years. That’s because moving parts are subject to wear over time. Repairs typically take four weeks. During that time, Dudley replaces damaged, broken or worn parts and then uses a timing machine to ensure it runs accurately. This timing analysis takes about a week.
Other equipment tests the watch for underwater and high atmosphere pressure as well as exclusion of moisture.
Dudley also polishes and finishes the case and bracelet.
“The idea is, when I’m done with the watch, it looks like it was never serviced,” he said. “It looks brand new.”
All of this requires a scrupulous attention to detail, precise tools and a practiced hand. But for Dudley, who considers himself an advocate for the watch, this is his passion.
“We want you to be happy and enjoy your watch, so we have to pay attention to all the little details,” he said.
