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Success T imepiece s TECH TIME Millennials have their own distinct ideas as to what a “luxury” item is. To succeed with this generation, jewelers must embrace these new definitions, for now. TEXT BY BILL LINDSEY While there are a small cadre of Millennials out there who aspire to rock a gold Rolex Submariner, there are many more who would use that cash to go to Burning Man. A week later, one would know what time it is while the other would have an excruciating case of sunstroke. Both would be blissed. The vast majority of Millennials are into instant gratification and rabid brand loyalty that changes almost weekly. Prior to smart watches, Millennials were loathe to wear a timepiece. Now that they can text on one, wearable tech has become a requisite of life itself. The most successful watchmakers are those that blend cutting-edge technology and a wide assortment of apps with a style that doesn’t insinuate that the watch came with a Happy Meal. Diamonds may be a girl’s best friend, but these days, it’s not if she’s under 35. The hope is that as this generation matures, they will realize that a real timepiece is an heirloom that doesn’t become obsolete in a few years…or from one week to the next. 50