Alex Franc - Louis Martin Jewelers
Marketing Director
Alex Franc is the Marketing Director at Louis Martin Jewelers, working out of our Rockefeller Center showroom in New York City. Since May 2024, he’s led our editorial and content strategy, social storytelling, email marketing, and new arrivals highlights, partnering directly with Harry and our in house team. With a background in marketing and fashion, he focuses on making fine jewelry and vintage watches easier to understand, from design details to what makes a piece worth owning. Outside the store, he’s an avid watch collector, musician, and entrepreneur.
Recently Published Articles
Selling Gold in NYC: What Affects Your Offer and What to Bring
Quick Answer If you want to sell gold in NYC, your offer is usually determined by three things: the purity of the gold, the total weight, and the current gold...
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First Time Vintage Watch Buyers in NYC: What You Should Do Differently
Quick Answer: First-time buyers should approach buying vintage watches in NYC with structure and composure. Midtown’s dense market creates urgency and noise. Focus on dealer transparency, inventory pace, and service...
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Buying a Vintage Rolex: What Changes Value Fast
Quick Answer Vintage Rolex pricing shifts quickly based on originality, condition, reference number, and service history. Two watches that appear similar can differ significantly in value because of dial condition,...
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Pre Owned Watches vs Vintage Watches: The Practical Buyer’s Guide
Quick answer: The difference between pre owned watches vs vintage watches comes down to age, design era, and service expectations. Pre owned watches are previously worn but modern luxury watches,...
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Vintage Jaeger LeCoultre: How to Buy One That Won’t Become a Project
Quick answer: To buy a vintage Jaeger LeCoultre without turning it into a project, prioritize originality and service clarity. Check dial printing for signs of refinishing, inspect case lines for...
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Vintage Longines Watches: What to Look For Before You Buy
Quick Answer: Vintage Longines watches are a strong buy if the dial is original, the case lines are sharp, and the movement is healthy. Focus on condition over hype. Check for...
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Vintage Cartier Watch Guide: What to Check Before You Buy
Quick answer: Before buying a vintage Cartier watch, check dial printing and Roman numeral alignment, case edges for over polishing, and crown and hands for swapped parts. Ask for close...
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How to Read a Jewelry Appraisal Report: Photos, Specs, and the Numbers That Matter
Receiving a jewelry appraisal report should feel reassuring. Instead, many people open the document and feel unsure what they are actually looking at. There are descriptions, photos, measurements, and values....
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Is a Vintage Watch Right for You? A First-Time Buyer’s Guide
Buying your first vintage watch is exciting. It’s also the moment when many people pause and ask a very honest question: Is this actually right for me? For many buyers,...
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Does My Jewelry Appraisal Expire? When to Update and Why Insurers Care
One of the most common questions we hear in our Rockefeller Center showroom is whether a jewelry appraisal expires. Clients also ask a second question right after: does it really...
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Antique vs Vintage Watches: What’s the Difference and What to Look for Before You Buy
Clients often come into our Rockefeller Center showroom asking the same question: what’s the difference between antique and vintage watches, and does it matter before you buy. It matters more...
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How We Appraise Gold and Silver in NYC
Gold and silver value sounds simple until you try to put a real number on it. Most people walk in asking one question: “What’s it worth?” The honest answer is...
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Vintage Watch Prices Explained: What Changes the Cost (and What Doesn’t)
Vintage watch prices can look all over the place. You’ll see two watches that appear similar in photos, and one is $2,500 while the other is $12,500. That’s not always...
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Watch Appraisals vs Servicing vs Authentication: What Each Includes
If you own a watch, sooner or later you’ll hear three terms that sound similar but mean very different things: appraisal, servicing, and authentication. Most confusion comes from one assumption....
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Vintage Watches for Sale: A Buyer’s Checklist for Condition, Originality, and Paperwork
A quick note before you scroll When you look at vintage watches for sale, don’t start with the shine. Start with the facts. Make sure the listing tells you the...
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How Much Does a Jewelry Appraisal Cost in NYC? A Complete Guide From Our Rockefeller Center Jewelers
One of the most common questions clients ask when they visit our Rockefeller Center showroom is how much it costs to have a piece of jewelry appraised in New York...
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A Traveler’s Guide to Buying Vintage and Estate Jewelry in Manhattan
At our store in Midtown Manhattan, we meet travelers every day who come in looking for vintage and estate jewelry. Some walk in after spending the afternoon around Rockefeller Center....
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What to Bring to Your Jewelry Appraisal Appointment in NYC
Quick answer: For a jewelry appraisal, bring the jewelry piece itself along with any previous appraisal reports, sales receipts, gemstone certificates, or documentation you may have. These records help confirm...
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The NYC Visitor’s Guide to Buying a Vintage Watch
At our store in Manhattan, we meet visitors every week who come in looking for a vintage watch. Some walk in after exploring Rockefeller Center. Others arrive after stopping by...
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Insurance Appraisal vs Fair Market Value: Which One Do You Need?
When clients visit our Rockefeller Center showroom with a piece of jewelry, the conversation often starts with a simple question. They want to know whether they need an insurance appraisal...
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ESTABLISHED 1978
Louis Martin Jewelers
54 W 50th Street 30 Rockefeller Plaza
New York, NY 10112
Store hours
Every Day: 9:30am - 6:30pm