Underwood’s carries one of the largest selection of quartz and automatic watches in Jacksonville and Ponte Vedra Beach, FL. We feature Rolex, Tudor, Grand Seiko, Tavannes, and Seiko in our inventories. A watch is a great way to commemorate a special occasion and can be cherished forever. Underwood’s offers a five-year warranty on the movement of all of the watches we carry.

Watch Designers

Rolex logo


Only Official Rolex Jewelers can certify the authenticity of your new Rolex and back its five-year international guarantee. Underwood Jewelers is proud to be part of the worldwide network of Official Rolex Jewelers. Nothing beats experiencing first-hand the meticulous details, the balanced weight, the comfort and simply the feel of a Rolex watch. Visit us at Underwood Jewelers in either Ponte Vedra Beach or Jacksonville, Florida and we will guide you through the range of men’s & women’s Rolex watches, and advise you on the technical aspects of Rolex watches including the Day-Date, Yacht-Master, Sea-Dweller and more.

Grand Seiko logo

Grand Seiko

Ever since its first creation over sixty years ago, Grand Seiko has enchanted watch connoisseurs with timepieces that offer extremely high precision, supreme legibility, and a uniquely Japanese aesthetic. Grand Seiko has revolutionized watchmaking with many innovations-including the Spring Drive movement, which offers a seamless seconds-hand motion and accuracy unlike any other mechanical watch and continues to do so today. Every Grand Seiko watch reflects the Japanese spirituality of time inspired by nature. Underwood Jewelers is an authorized dealer for Grand Seiko watches in Jacksonville, Florida.

Seiko logo


Seiko is a 130-year-old story of innovation.  From the very start Seiko’s credo was, “Seiko should always be a step ahead of the rest.”  Thanks to a continuous stream of industry leading revolutions over the decades, the company established, and has maintained its position as a world leader in the technology of time.  Seiko continues to push the boundaries of time with six different watchmaking technologies:  Mechanical, Quartz, Kinetic, Spring Drive, Solar, and GPS Solar.

Tavannes logo


Founded in 1891 the Tavannes Watch Company has obtained over 300 patents for mechanical and automatic timepieces.  Many of these original innovations are still used in their watches today.  Tavannes Watch Company is known for its quality, accuracy, and value in the world of fine Swiss timepieces.

Tudor logo


Tudor watches have a long history for quality and impeccable design at a great price.  At Underwood's, we are proud to have been one of the first official Tudor retailers when the brand was reintroduced in the United States in 2013. If you're looking for a luxury watch with a vintage or throwback style, Tudor is a great way to go. Other designs suit discerning tastes.


Underwood’s is fortunate to have two watch repair shops designed and outfitted by Rolex Watch Co. Underwood’s watch technicians are certified as either CW21 or SAWTA, the two highest level designations in the world, denoting a high level of expertise in their craft. Our watch shops specialize in the servicing and repair of Rolex watches using only authorized repair parts and tools for every job. Our watchmakers have received extensive training on all caliber movements offered by Rolex and perfect their trade with continuing education on an annual basis. Both of our watchmakers are extremely skilled and will handle your watch with the utmost care.

Just like a fine car, a Rolex watch can last a lifetime if it is serviced with the correct equipment and replacement parts on a regular basis. If not serviced, it can prematurely wear to the point that it can no longer be repaired. Our technicians will remove the movement of your watch, clean each individual part with the proper oils, replace any worn parts, reassemble your watch while adjusting the timekeeping and then refinish the case and each link with a polish that will make your watch look close to brand new. After servicing, your Rolex will have a 2-year warranty on the inside movement. Prices for an overhaul start at $750 and depend on the model of your watch. If you purchased your Rolex from us all future services will be 10% off. The average time frame an overhaul takes to be completed is 10-15 business days*.

*Subject to customer approval and availability of parts.

watch band repair


When you wear a watch that does not fit your wrist it can cause damage. If you purchased your watch from Underwood’s we will size your bracelet at any time for free. If you purchased your watch elsewhere, we charge $10-50 depending on the style. We do our best to size watch bracelets within 24 hours of your bringing your watch to us. This is subject to staff availability and parts; therefore, you may have to leave your watch with us for a few days*. If you need extra links we can order them from any of the manufacturers we carry (Rolex, Michele Watch, David Yurman Timepieces, Tavannes, Seiko, Raymond Weil, and Tudor).

*Subject to customer approval and availability of parts.

watch battery replacement


Underwood’s can change the battery in most watches. The price for a battery change is $10-$35*. While we do our best to change batteries within 24 hours, this is subject to staff availability.

*Subject to customer approval and availability of parts. If you need a battery for a watch brand we don’t carry, we cannot guarantee the water resistance if the gasket breaks during the change.

watch band replacement


In our humid Florida climate many leather straps cannot hold up to the rigors of wear for very long. We have a variety of watch straps in all of our stores in different sizes.

Basic leather straps start at $20, but can go up to $500 for some of the Swiss brands.

How To Care For Your Rolex: