In 1974, Herbert F. Underwood chose to sell his business to one of the nation’s most esteemed family jewelry enterprises: Bromberg and Company. Established in Alabama in 1836, Bromberg’s is the oldest business in the state and the second oldest continuously operating family – owned retail establishment in the United States. Frank Bromberg, a longtime friend of Herb Underwood, encouraged him to remain involved in the daily operations, which he did until 1980. Afterward, Underwood continued to work closely with Clayton Bromberg, providing training and guidance until Clayton assumed the role of President in 1988, serving in that capacity until 2024.

Our journey with Rolex began in 1993, when we relocated our Downtown store to the historic San Marco neighborhood. This move marked a new era, establishing San Marco as one of Jacksonville’s premier Rolex destinations. In 1994, we expanded to Avondale, and in 1996, we opened our Ponte Vedra Beach location. While Rolex was previously represented at these locations, today San Marco remains our sole destination for Rolex, upholding our long-standing commitment to excellence and service at the highest level.

Our San Marco showroom offers an immersive experience where heritage, craftsmanship, and timeless elegance come together.

Clayton Bromberg, following in Herb Underwood’s footsteps, has held numerous leadership roles within the jewelry industry, including serving as President of the American Gem Society and chairing the AGS Laboratory Board. In 2003, Underwood’s and Clayton Bromberg were honored with induction into the National Jewelers Hall of Fame, and in 2004, Clayton received the prestigious Robert M. Shipley Award for his significant contributions to gemology and the jewelry community. Today, Clayton Bromberg continues to lead as Chairman of the Board at Underwood’s.

On July 1st, 2024, Michael Richards was appointed President of Underwood’s. Joining the company in 1990 as a store manager, Richards quickly advanced, earning his Certified Gemologist title from GIA and AGS in 1991. His commitment and expertise led to his promotion to Vice President in 2008 and Chief Operating Officer in 2018. Richards also brought his leadership to the broader industry, serving as President of the American Gem Society from 2020 to 2022. His vision is to continue to innovate while staying true to the principles that have made Underwood’s a trusted name in jewelry for nearly a century.