January is often a time for fresh starts and considered investments, and for many, a luxury watch has become a meaningful addition to the year ahead – especially if received as a Christmas present.
Although many people know how to care for their engagement ring or fine jewellery to keep it sparkling, luxury watches require a different type of maintenance. To help watch owners avoid costly repairs to their timepieces, a Solihull jeweller has shared their expert tips on what to avoid when cleaning a watch.
Leya Chapman, Store Supervisor at Beaverbrooks, at Touchwood Solihull, said: “Ensuring a watch stays in top condition differs from maintaining fine jewellery. Avoiding a few common misconceptions will not only avoid costly long-term damage but allows those newly gifted timepieces to stay looking their best for years to come.”
1. Neglecting regular maintenance: “Although it may seem obvious, delaying routine servicing, such as cleaning and adjustments, can have costly consequences and could even affect a watch’s value. Regular maintenance from when you first receive a new watch ensures accurate timekeeping and can prevent any potential problems from occurring in the first place
“A watch is a precision instrument and even the smallest issue, if left unchecked, can lead to bigger faults later on. Regular servicing not only helps to protect the mechanism but also safeguards the overall longevity and value of a timepiece. It is recommended to have a maintenance service on a watch every 18 to 24 months, although this will depend on the brand, the watch model and personal use.”
2. Exposing a watch to water when cleaning: “In the watch world, water resistant and waterproof have different meanings. The term when describing a watch’s performance in water is ‘water resistant’, because no watch is completely ‘waterproof’. There’s always a limit to how much water pressure a watch can resist.
“Water resistance is a common feature in many modern watches, particularly those designed for diving or water sports. However, many new watch owners make the mistake of assuming their timepiece is entirely water-resistant – including when cleaning it with water – without understanding the details of its water resistance rating. This can lead to water damage.
“To avoid this, it’s essential to familiarise yourself with the watches’ rating early on. This indicates the depth to which a watch can be submerged without water entering the case. Regular water resistance testing is recommended, especially if a watch is frequently exposed to water. The water resistance of your watch may not be permanent as over time the seal may be affected by wear or accidental shock to the crown, so I’d recommend having the seals of a water-resistant watch tested annually.
“To maintain water resistance, avoid using running water, hot showers, or saunas when cleaning a watch. Extreme heat can expand seals and allow water inside. Watches designed for water activities should always have the crown pushed down or screwed in tightly before being exposed to water.
3. Using abrasive cleaning techniques: “If a watch is being cleaned at home, it is crucial to use gentle, non-abrasive materials and methods. For ceramic or stainless steel cases, use a soft or microfibre cloth to remove fingerprints and smudges. Always avoid using abrasive brushes which could scratch the watch’s surface.
“Leather and rubber watch straps should be treated differently when it comes to cleaning. For leather straps, it’s a good idea to clean after any form of activity, as dust, dirt and sweat can cause stains and odours. It’s also best to avoid getting a leather strap regularly damp or exposing it to direct sunlight and contact with chemicals such as perfumes.
“Like leather straps, rubber straps shouldn’t be exposed to chemicals like perfumes, cosmetics or oily products. As a lot of divers’ watches use rubber straps, it’s important to remember to clean it with warm water after wearing it in the sea to prevent damage from the high salt content.
“A lint-free cloth or a soft brush with a mild soap and water solution works best for the crystal. For watches which feature precious metals or gemstones, I would advise professional cleaning to ensure those delicate elements are not damaged.”
4. DIY repairs: “Whilst it may be tempting to try DIY repairs or adjustments on a watch, this can lead to irreparable damage and a warranty being made void. It’s crucial to always entrust this maintenance to professional watchmakers or authorised service centres – they have the expertise and knowledge to correctly care for timepieces.”
When it comes to daily care for watches, Leya Chapman feels that sticking to simple daily habits is best:
“A gentle daily wipe with a soft cloth keeps a watch looking pristine and helps preserve the finish without the risk of damage. It keeps it clean, reduces wear, and helps ensure a timepiece lasts for a lifetime.”
5. Not storing your watch correctly: “Another way to help increase the lifespan of your new watch collection is to make sure you’re storing them correctly. Leaving your watch on the side or in a drawer can scratch it, so it’s important it has a safe place for when you’re not wearing it.
“A watch roll is perfect for housing a single watch and is soft and flexible, making it ideal for protecting watches when on the move. For larger collections, consider a watch box to store your watches neatly together, where the lining and padding will prevent them from scratching one another.” Beaverbrooks is an award-winning, family-owned jeweller established in 1919, providing exceptional quality diamonds, jewellery and watches.
The jeweller spans a total of 83 locations across the UK, with 57 Beaverbrooks stores, 3 Loupe Boutiques (all with Rolex Showrooms) plus 23 dedicated luxury mono-brand boutiques, including OMEGA, Breitling, TUDOR, and TAG Heuer. Having always championed a people-first culture, Beaverbrooks has achieved numerous accolades including being recognised as the Number 1 Best Retail Company to Work For in the UK at the Best Companies Awards 2025 and placed 22nd in the Top 25 Best Companies to Work For in the UK – the only company to have held this prestigious title for 20 continuous years.
Previous honours include Employer of the Year at the UK Jewellery Awards 2024 and being named 3rd Best Retailer to Work For. Anyone in Solihull looking for advice on how to care for their watch can visit Beaverbrooks’ Solihull store on Touchwood Solihull to speak to one of their experts.
