Online Jewelry Site Introduces Innovative Video Feature to Display Products

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The world-famous Direct Watch Company, based in Scotland, recently introduced slow-motion videos to its Web sites to provide its customers with detailed, close-up, 360-degree images of its products before they buy. Founded by Brian Alexander 13 years ago, its products include jewelry, watches and medical bracelets.

A new video feature has been added to the Web sites of the Direct Watch Company, a retailer of jewelry, watches and medical bracelets, that allows customers to see exactly what they are buying before they order. This innovative use of video could easily revolutionize and expand the entire industry of online jewelry marketing, said Brian Alexander, founder and owner of the company.

"As far as I've seen this is the only site on the Internet that utilizes this type of technology to show videos of pieces in this way," Alexander said. "Who knows maybe it'll be the next big thing."

The video footage provides close-up, slow-motion, panoramic views of all the company's pieces, including lighting, shade, depth and perspective: all are shown to the customer as though he or she were in the store and holding the pieces him or herself.

"It will give the visitor to our sites a good impression of what will arrive in the mail," Alexander said. "You can even see the watches ticking, which is quite something."

The new feature has been added to the company's four Web sites, which are , , , and . features the company's line of medical bracelets. features its lines of Rennie Mackintosh jewelry, including rings, earrings, bangles, bracelets, brooches, pendants and necklaces, watches and clocks. All are products that have been based on, and inspired by, the legendary figure of Scottish architect and artist Charles Rennie Mackintosh (1868 - 1928) whose achievements have subsequently been recognized around the globe, including a major exhibition of his work that toured the finest Art Galleries in the United States in 1996. This master of architecture, furniture and decorative illustration produced most of his work in and around Glasgow, Scotland, and drew inspiration from Scottish traditions, nature, and Japanese forms. He also used light and space masterfully as is evidenced both in his buildings and his furniture. is a site dedicated to Celtic jewelry, including rings, earrings, bracelets, cufflinks, bangles, brooches, pendants and necklaces that display Celtic influences, such as trinity love knots, Kells themes, Celtic crosses and other symbols of everlasting Celtic love, each of which are available in silver or nine carat gold. It also has the largest selection of Celtic watches anywhere.

About Direct Watch Company (

Direct Watch Co., based in Glasgow, Scotland, has been in the business of selling jewelry and watches for 13 years. It was founded by Brian Alexander in 1992 who previously worked in the jewelry trade before he started up the company and discovered a great interest in the famous Charles Rennie Mackintosh, spurring his idea of creating a line of jewelry and watches in the famous architect's name. It went online with its products in 2000 and has subsequently been revolutionizing the online marketing of jewelry ever since.


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