June 25, 2008
You can get a Rolex in Pasco now
Pasco residents with the hankering and the money for a Rolex watch now won't have to leave the county.
Kiefer Village Jewels has become the county's first and only authorized Rolex dealer, 100 years after the company was founded. Customers can visit its "fully stocked Rolex salon" at the Land O'Lakes store, 24144 State Road 54.
Owners David and Wendy Hevia say the permission to sell Rolex is the fulfillment of a 10-year dream that began when they bought the store from Dade City icons Al and Margaret Kiefer. After moving the store to a Dade City corner location, they expanded in central Pasco with a store in the Kmart strip center on SR 54. In 2006, they moved to a free-standing store farther east on SR 54.

"Everything we've done, every decision we have made since we started has been with the vision towards being a Rolex jeweler," Wendy said. Until now, the store sold brands like Citizens. Other Swiss watchmakers had approached them about selling their brands, but the Hevias held out for Rolex, Wendy said. Until now, Pasco residents in search of Rolexes had to drive to Brandon or Citrus Park to find the nearest Rolex dealers.

The Hevias were practically born wearing diamonds. Each worked in the jewelry business since youth. They met while working in competing mall stores during their early 20s. They have been married 23 years.

During the past three years, the store has undergone intense inspections and assesments to be deemed Rolex-worthy.

"This is huge for us, all of us, Kiefer Village Jewels and Pasco County," David said. "(Rolex) didn't just select us; they selected the area. They did their research and concluded that Pasco County is ready for Rolex.We know we are."

A bit of Rolex history: German national Hans Wilsdorf started the company with is passion to create the first wristwatch. The adaptation from pocket watches would require many transformations and raise the need for resistance to shock, dust and water. A visit to the company's Web site, www.rolex.com includes timelines showing the inventions and advances leading to today's timepiece.

-- Lisa Buie, Times Staff Writer

Comments

I have had 4 Rolexes. 3 of them I have sold for more money and I could sell my current one for more money now. You can't do that with many things in this world. People recognize my Rolex and know I am good at my profession (marketing) because of this sign of success. It is good for Pasco to have our own Authorized Rolex Jeweler now so those dollars don't leave our county. I also know that I always see Kiefer's name in the paper for their variations donations and charitable events which raise money for our local community organizations. I will be there to check them out.

Posted by: rb1959 | June 27, 2008 at 08:32 AM