A Story About Care, Curiosity and the Next Step in Our Journey

There’s a moment many collectors know well,  the moment when a simple appreciation becomes a deeper curiosity. For me, it happened with my first serious watch. I’d always loved how it looked on the wrist, but once I began to understand the lives these pieces live, the bumps, the everyday oils, the tiny abrasions of daily wear, I started to care about how to preserve them. I started cleaning them thoughtfully. Not obsessively, but with intention.

That intuitive care is something many of you share with us, the pleasure of holding  a watch, feeling its weight, noticing the gleam of a freshly cleaned case, the smooth suppleness of a well-kept leather strap. Over the years, as we developed AIS Collective around that mindset, one thing became clear: when you care deeply about one object, you begin to take care of it.  

From Watches to the Pieces We Wear Alongside Them

Personally, I, Anna - the “A” in AIS, always wear jewellery with my watches, and naturally I tried using the ChronoPen on my jewellery as well. But the ChronoPen was created specifically for watches and is not suitable to clean smaller, more delicate pieces like rings. So I pitched the idea of the GemPen to Ivan and Said, but we were not quite sure if this is really what our community wanted from us. At the end of the day we specialise in watch cleaning and watch care and we want this to continue to be the core of AIS Collective.

At the same time, jewellers and other retailers  we worked with began asking a very direct question:
“Do you also have something similar for jewellery?”

So it was decided and we developed a dedicated solution for jewellery and gemstones. But we launched it under a separate label, AIS GemCare, because we were still unsure whether you, our AIS Collective community, truly wanted jewellery care from us.

So the GemPen went out into the world through retailers first, quietly and successfully, doing exactly what it was designed to do. We also launched the AIS GemCare website - separately from the AIS Website - so that jewellery lovers could also order the product directly from us. 

The turning point: Dubai Watch Week

Then something happened that changed our perspective entirely.

At Dubai Watch Week, we spent days speaking with collectors, friends, and long-time AIS customers. Many of them tested the GemPen there for the first time. They cleaned rings and bracelets you’d been wearing all day in the heat and dust. And the reactions were immediate and genuine.

People smiled. They leaned in closer. They asked questions. They said:

“Why isn’t this on AIS Collective?”
“I’d buy this for myself, right now.”
“I care for my watches, of course I want to care for my jewellery the same way.”
“Can I order this together with my next ChronoPen order?”

Again and again, the same idea appeared: watch collectors and jewellery lovers don’t live in isolated categories. The same people who obsess over finishing, angle of light, material choice, and patina sometimes also appreciate how gemstones sparkle and how metal jewellery ages. Of course they do, these pieces are worn together, every day, sometimes even on the same wrists and hands.

Dubai Watch Week made something very clear: it wasn’t just retailers who cared. You cared.

Why we’re offering the bundle now

So this isn’t simply a “bundle release.” It’s the result of listening.

We launched jewellery care first under its own brand because we were cautious and focused. We are, and always will be, a Swiss watch-care company at our core. But your feedback, real conversations, real reactions, real hands-on testing — showed us that jewellery care isn’t a distraction. It’s a natural extension of the same mindset:

• • respect for materials
  
  
• • appreciation for craftsmanship
  
  
• • pleasure in preserving what we love and wear
  
  

Many of you collect watches. Many of you also wear jewellery. The ritual of care belongs to both.

Bringing these worlds together in one place simply reflects the reality of how you live and what you value. That’s why we’re offering the complete kit through AIS Collective now.

Thank you for shaping our direction

From early prototypes to conversations in Zurich cafés to lively discussions in Dubai and the rest of the world, this journey has never been ours alone. It has always been shared with you - collectors, enthusiasts, and friends of the brand.

Thank you for challenging us, encouraging us, and nudging us forward with curiosity and honesty. As always, we’ll keep listening.

Anna