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.

San Marco: A New Chapter Begins in 1993
In 1993, we embraced a new era by relocating our Downtown store to the charming and historical neighborhood of San Marco. This move marked the beginning of our journey as Jacksonville’s premier Rolex destination, where tradition meets timeless elegance. Our San Marco location continues to be a beacon of luxury, showcasing the finest selection of Rolex timepieces in an iconic setting that reflects our commitment to quality and excellence.

Avondale: A Grand Entrance in 1994
The following year, in 1994, we expanded our presence by opening a new store in the heart of Avondale, another of Jacksonville’s beloved historic districts. This expansion represented our strong partnership with Rolex and reinforced our dedication to bringing the world’s most esteemed timepieces to our community.

Ponte Vedra Beach: Expanding Our Heritage in 1996
By 1996, our journey led us to the beautiful coastal community of Ponte Vedra Beach. Here, we established our third Rolex location. Our Ponte Vedra Beach store combines the relaxed elegance of the area with the distinguished tradition of Rolex, offering a curated experience that reflects both the beauty of our surroundings and the prestige of the brand.

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.