Welcome back to an aBlogtoWatch original series, where we discuss important stores that sell watches all over the world. Each store we profile has an interesting story to tell about where they operate and who they sell to. Whether you buy watches from brick and mortar retailers or prefer to buy watches online, these are the stores that help shape our watch culture around the globe. There is a long list of stores to cover, but if there is a retail location in your favorite city that we simply can’t miss, let us know in the comments below.

Where to buy watches in Chicago, Illinois?

When you see the word “wind” do you think of moving air or what you do to your watches? Well, its both in the Windy City of Chicago which is home to Geneva Seal, a watch store which has served the mid-western metropolis since 2002. But the Geneva Seal story began over 35 years ago when this family business founded a diamond wholesale operation (they still have a diamond buying office in Chicago to this day).

Originally located on the corner of Rush and Oak streets, Geneva Seal moved to their current location in 2011, on tree lined Oak Street at the top of the “Magic Mile” – which is the city’s premier shopping and nightlife area along North Michigan Avenue. They also offer watch service and repair as well as carrying designer and custom jewelry lines and accessories including writing instruments and knives.

aBlogtoWatch: What types of watches are popular in your market? What makes Chicago a unique place to buy watches?

Geneva Seal: The chronograph is one of the most popular watch complications. As your readers know, chronograph is just a fancy word for a stopwatch combined with a display watch. It’s quite unique for a family jeweler to succeed in a large city. In Chicago, it’s family first, second, and third.

ABTW: What would you tell watch lovers in other cities that watch lovers in Chicago are like?

Geneva Seal: Chicago luxury watch lovers are loyal and modest. Our conservative and savvy clients like to do business with people they trust. At Geneva Seal, we don’t just sell product, we provide knowledge and have fun with our clients, who become family.

ABTW: Do you serve mostly locals or tourists, or is it a good mix? Also, what percentage of your customers would you call “knowledgeable watch collectors?”

Geneva Seal: It’s a good mix. Geneva Seal’s Oak Street location is at the top of Chicago’s most prestigious shopping destinations, a must see for visitors. About 20% of our clients are knowledgeable watch collectors.

ABTW: What is Chicago best known for? What do visitors have to do, see, or eat while there?

Geneva Seal: Chicago is the greatest city in the World. Shh, that’s our little secret. There isn’t a better city in the summer (come get us, Polar Vortex). Between rooftops overlooking our stunning skyline, weekend festivals, the beach (hey New York, beat that), concerts and movies in the park, awesome water taxis to show off our historical architecture, museums, no other city has us beat. Should I even start with our sports stadiums? Cubs fans, stand up. As for food, don’t you dare leave without having a Chicago-style hot dog, preferably at Wrigley.

ABTW: As a business, do you sponsor or participate in any local events, watch-related or otherwise?

Geneva Seal: Geneva Seal has sponsored many different events. We are advocates for dog and puppy wellness. The GS family also participates in ‘Hustle Up the Hancock’ climb to the top of John Hancock Center to raise funds for lung disease research, advocacy, and education.

ABTW: What are some of the watch brands you are known for carrying? If you could pick a watch brand or model that epitomizes the culture or style of Chicago what would it be?

Geneva Seal: We are known for our extensive collection of Roger Dubuis, Breitling, and Bell & Ross timepieces. Breitling’s tough and rugged style, with a sense of tailored elegance epitomizes Chicago. genevaseal.com