TOURNEAU, America's Watch Authority, Asks: "What Will You Do With Your Extra Hour?"

NEW YORK, Nov. 2, 2012 /PRNewswire/ -- Starting today, TOURNEAU, the world's largest retailer of fine timepieces, will begin the arduous task of turning back its massive inventory of watches in accordance with Daylight Saving Time on Sunday, November 4th, 2012. Spread over 35 stores nationwide, over 1,000 TOURNEAU watch technicians will begin the tedious process of changing hundreds of thousands of timepieces from the 111 brands the stores carry. This season's time change will be commemorated with a social media engagement on TOURNEAU's Facebook and Twitter platforms asking customers: How will you spend your extra hour?


As the nation prepares to "fall back", Facebook and Twitter users will be asked to submit to TOURNEAU what they plan to do with their "extra hour" on Sunday. TOURNEAU executives will review all submissions, and the winner will be awarded a special men's or women's watch from Tourneau's own TNY Series, a $950-$1400 value.

"As purveyors of fine timepieces, America's twice yearly time change is an event that we anticipate and spend significant time preparing for," commented TOURNEAU SVP Marketing & Digital, Don McNichol. "We're always interested in finding new ways to commemorate the event and are excited this season to interact with our customers, not just in-store, but through our Facebook and Twitter platforms as well."

TOURNEAU's "Extra Hour" social media initiative is the latest effort by the retailer to propel itself into online commerce-driving and to engage watch enthusiasts in the digital space through a partnership with B Culture Media. Last October, TOURNEAU unveiled a newly designed website offering customers an experiential opportunity to explore brand offerings and histories. In August 2012, the retailer launched a new TOURNEAU app geared toward bringing the watch buying experience to life even more.

TOURNEAU also invites customers and fans to visit any of the over 35 store locations across the country to witness the detailed process of the "wind-back." While in-store, customers are welcome to have their personal timepieces inspected at the fully-staffed service department for a "watch check-up," including a polish or ultra-sonic clean to restore original shine. Preventative care, such as a yearly water-resistance test and de-magnetization are also offered.

To submit how you will spend your 'extra hour' on Facebook:

To submit how you will spend your 'extra hour on Twitter:
Tweet @TourneauTimes, #daylightSavings

For more information, contact:
Merideth Gilmor, Tourneau 917.860.5792 or
Caitlin Shockley, Mehta Media Group 646.584.2707

About Tourneau

Established in 1900, Tourneau is the leading retailer of luxury watches in the United States, offering more than 100 world-famous brands, including Rolex, Patek Philippe, Cartier, Omega, Breitling and Tag Heuer in more than 8,000 unique styles. The company's thirty plus stores also sell Certified Pre-Owned timepieces and watches under the Tourneau brand name. Considered "the watch authority," Tourneau is known for its extensive selection and unparalleled customer service.

About Daylight Savings Time

Historically, the idea for Daylight Saving was first created by Benjamin Franklin in 1784 in his essay "An Economical Project". The idea was not fully adopted by the US until 1966, wherein the time was dictated to "fall back" one hour at 2:00am each October/November. Certain territories, including Hawaii, Arizona, and the Eastern Time Zone portion of Indiana, are the only areas in the US which do not honor the time change.