Jewellery, Gold & Watches at Jem: Everyday Style, Gifting & Gold You Can Trust | Jem Articles

There's something about jewellery that marks time differently than anything else. You acquire it slowly, until one day you realise your cabinet holds a whole story. Those gold studs you've worn so long they feel like part of you. A watch from a milestone birthday, heavier than you expected, still carrying the memory of that first day. The rose-gold piece that came in an ang pow, delicate and meaningful in a way that surprised you.

Jewellery tends to be a slow collection build. A few good pieces gathered over time, a couple of milestones marked, an investment piece or two tucked away. 

But when you actually need to buy something, a 21st birthday gift, a 999 gold bar for the safe, a watch battery that finally gave up, the question is always the same:

"Where can I buy gold, jewellery and watches in West Singapore, all in one place?"

Jem is where all three live under one roof.

Jurong East is one of West Singapore's busiest lifestyle hubs, with commercial estates, residential clusters, schools, and one of Singapore's largest mall complexes all stacked around one MRT interchange.

Jem sits at the centre of all of it. Here's why it works for jewellery, gold and watches specifically:

• It's directly linked to Jurong East MRT and Bus Interchange, so popping in for a battery change or a quick look at gold prices is genuinely fuss-free, even if you're coming from the east or central.
• 17 jewellery, gold and watch retailers in one mall, from everyday fashion to certified gold to multi-brand watch servicing.
• Most of them are clustered on Level 1, so it's one floor, one walk, full comparison.

Proceed to Level 1 and you'll find yourself in what's effectively Jem's jewellery floor, a continuous arc of jewellers, gold specialists and watchmakers from #01-19 right through to #01-61. One walk, eleven windows, dozens of decisions made easier.

Whether you're picking up a piece for gifts, special occasions, or something to hold its value, these are the gold specialists at Jem.

Before you buy: a quick guide to gold

If this is your first time buying gold beyond the family ang pow, three things matter most. Purity grades in Singapore are usually 916 (22-carat, 91.6% pure, slightly harder, used for daily-wear jewellery), 999 (24-carat, 99.9% pure, softer, used for fine jewellery and gifting pieces), and 999.9 (24-carat investment-grade, used for bars and coins). Certificates should state purity, weight, and a traceable serial number. Weight stamping sits on every legitimate piece, usually on the clasp of jewellery or the face of a bar, with the purity mark (e.g. "999") and the issuing brand. If a piece is missing any of those three, it's worth asking why.

Chow Tai Fook (#01-20/21) 

Chow Tai Fook was founded in 1929 in Guangzhou, and is the kind of brand that families pass down. Nearly a century in, with 7,000+ stores across the region, it remains one of the most trusted names in Chinese gold and fine jewellery. Their pieces sit at the intersection of heritage motifs and modern craftsmanship, and when you're buying gold for a milestone or an ang pow, that lineage matters.

Try these:

• 999 Pure Gold pendants (Lucky Charms collection) - Symbolic pieces in zodiac, Fu, and prosperity motifs. Light enough for daily wear, weighty enough to feel real.
• Heirloom 24K gold bangles - The kind of piece you buy once and pass on. Hand-finished and weight-stamped.
• T MARK diamond pieces - Chow Tai Fook's proprietary certification, traceable from rough stone to setting.
• Disney and Pop Art collections - For the modern collector who wants gold without the formality.

Poh Heng Jewellery (#01-51)

Poh Heng Jewellery has been Singapore-grown since 1948, one of the local heritage names you'll see on shopfronts across the island. Three generations on, it's still family-run, and still known for two things in particular: pure gold (916 and 999) and the cultural pieces that mark Singaporean milestones. The four-piece tea set for the daughter, the gold coin for the newborn, the heritage bangle for the 21st.

Try these:

• 999 Pure Gold Pixiu pendants - For luck and prosperity. Especially popular before Chinese New Year.
• Si dian jin sets (four-piece bridal gold) - The traditional bride's set, done in classic and modern styles.
• Newborn gold coins and lockets - Often the first piece in a family's jewellery box.
• Daily-wear 916 chains - Lightweight, hypoallergenic, the daily-driver kind of gold.

SK Gold (#01-24)

SK Gold focuses on exactly what the name suggests, gold, certified and transparent. If you've ever wanted to buy a gold bar or piece without translating jeweller-speak, SK Gold is the easiest entry point. Every piece is weight-stamped and certificate-backed, and the staff are used to first-time buyers asking honest questions about purity and resale.

Try these:

• 999.9 Gold bars (1g to 100g) - The classic investment piece. Sealed, certified, registry-numbered.
• 999 Gold coins (Lunar series) - Collectible zodiac coins, refreshed annually. A favourite for ang pow culture.
• 24K gold pendants - Pure-gold pieces in modern silhouettes. A wearable hedge.
• Gold gifting bundles - Coin, pouch, and certificate, ready to hand over.

MoneyMax (#01-19)

With over 120 stores across Singapore and Malaysia, MoneyMax is one of the region's largest pawnbroking and jewellery retail chains. Discover a wide selection of brand new gold jewellery, pre-owned jewellery and luxury timepieces at our stores.

Looking to trade in your unused gold jewellery? Simply walk into any MoneyMax outlet for a complimentary valuation with no appointment required. It's quick, convenient and hassle-free.

Try these:

• Gold trade-in and valuation - Walk in with old pieces, walk out with cash or store credit. No appointment needed.
• Pre-loved luxury jewellery - Tiffany, Cartier, Bvlgari at non-boutique prices, authenticated in-house.
• Pre-loved watches - Rolex, Omega, Tudor among others. Inspected, polished, fairly priced.
• Quick valuations - Even if you're not selling today, they'll tell you what your pieces are worth.

Not every piece needs to mark an occasion. Sometimes you just want the studs that go with everything, the chain you never take off, or a statement piece for Friday night.

Chomel (#01-22)

Chomel is the entry point. Affordable, trend-led, mostly under $100, with new collections dropping fast enough that there's always something current. It’s your go-to place for earrings that match your new outfit, layering necklaces, and bracelet stacks. The price-point keeps experimentation low-stakes, which means it's also the easiest store to walk into when you're not sure what you actually want.

Try these:

• Layering necklaces (sold individually) - Mix and match across lengths. Stack as deep as you like.
• Pearl drop earrings - The trend that refuses to die. Wear them with everything.
• Hair accessories and clips - The detail piece that finishes an outfit.
• Bracelets stacking - Same energy as the necklaces. Build the stack one piece at a time.

Swarovski (#01-40)

For over 130 years, Swarovski has combined rich heritage and exceptional savoir-faire with unrivalled crystal craftsmanship. Today, the brand continues to bring joy and self-expression to everyday styling through jewellery that seamlessly blends brilliant crystals with contemporary gold-tone finishes.

Whether you're looking for a signature piece or building your everyday collection, Swarovski's designs offer versatile elegance that transitions effortlessly from day to night.

Try these:

• Iconic Swan Pendants – A timeless symbol of Swarovski and an effortless everyday staple.
  Layered Gold-Tone Necklaces with Crystal Accents – Perfect for creating a modern, personalised look.
• Gold-Tone Drop Earrings – Refined designs that add subtle elegance to any outfit.
• Crystal-Embellished Bracelets and Bangles – Ideal for effortless stacking and everyday brilliance.

ALUXE (#01-55)

ALUXE specialises in diamond jewellery. Backed by generations of expertise in the diamond industry, the brand is committed to offering exceptional-quality diamonds with transparent pricing, helping customers make informed and confident decisions.  

Whether you're looking for a GIA-certified natural diamond or a premium lab-grown diamond, ALUXE offers both to suit different preferences and budgets. A lab-grown diamond has the same chemistry as a natural one (literally identical at the atomic level), the same brilliance, and is graded to the same rigorous standards by the International Gemological Institute (IGI), at a fraction of mined-diamond pricing. If you've been quietly wondering whether lab-grown is "real," the answer is yes, and ALUXE is one of the easier places in Singapore to see the difference (or rather, the lack of one) in person. The technology has matured to the point where even trained gemmologists usually need lab equipment to distinguish lab-grown from mined.

Try these:

• Lab-grown diamond solitaire pendants - The same brilliance as a natural diamond, at roughly a third of the cost.
• Lab-grown diamond stud earrings - The classic daily-wear stud, in a higher carat than you might otherwise afford.
• Mixed-metal eternity bands - Lab-grown stones set in white, yellow, rose gold or platinum.
• Customised pieces - Walk in with a Pinterest screenshot, leave with a sketch.

Whether you're after something for everyday wear, a milestone birthday gift, or just need a quick battery change, Jem covers the full watch spectrum.

What makes a watch worth wearing

Most watches fall into one of three honest categories. Daily-driver watches are the ones you put on and don't think about, usually quartz or solar-powered, accurate and comfortable. Milestone watches are the ones you remember buying, almost always mechanical (automatic or manual-wind), with movement quality that holds up over decades of servicing. And tough-job watches are the ones you wear when the wrist has work to do, dive watches, G-SHOCKs, field watches, built to be useful rather than admired. Jem's four watch retailers cover all three categories without overlap, which makes side-by-side comparison genuinely possible.

Seiko Boutique (#01-29)

Seiko Boutique is the dedicated Seiko store at Jem, one brand done in real depth. This is Seiko's full range under one roof: everyday solar pieces, accessible automatics, proper dive watches, and the dress-watch lines Seiko is quietly famous for. You can try a Presage dress watch against a Prospex diver on the wrist before deciding.

Seiko's strength is range at honest value. Japanese mechanical movements that hold up over decades of servicing, alongside solar models that never need a battery. Whether you're after a first proper automatic, a milestone birthday gift, or a tough everyday watch, there's a Seiko tier that fits.

Try these:

• King Seiko- Born in 1961, King Seiko helped lead the advancement of high-grade mechanical watchmaking in Japan. As Seiko's flagship collection, it continues to offer watches that showcase the premium quality of Seiko’s contemporary manufacturing and stately designs worthy of the King Seiko name.
• Seiko Presage (Cocktail Time) - Japanese automatic with dial work that punches well above the price. The milestone-gift pick.
• Seiko Prospex divers - Genuine dive watches (the Turtle, Samurai and Sumo lines), water-tested and built to be worn hard. (we do have Prospex Alpinist (land) and Prospex Speedtimer as well) 
  Seiko 5 Sports - The affordable automatic. A first mechanical watch, or a gift that still feels like a proper watch.
• Astron GPS Solar - The world’s first GPS solar watch. By connecting to the GPS network, the Astron adjusts at the touch of a button to your time zone and, by taking all the energy it needs from light alone, never needs a battery change.

G-SHOCK Casio (#01-28)

G-SHOCK is the watch you actually wear. Hiking, swimming, the gym, your daily commute, or the occasional accidental drop down the staircase. More than forty years on, the brand continues to design around three core principles: shock resistance, water resistance, and dependable durability. If you've ever worried about damaging a "nice" watch, G-SHOCK offers a different philosophy: own one reliable timepiece, wear it every day, and trust it to keep up with your lifestyle. Alongside G-SHOCK, we also offer a curated selection of Casio Vintage watches, combining timeless retro styling with everyday practicality to suit current fashion trends.

Try these:

• DW-5600 series – The original 1983 design, refined over four decades. A timeless icon built for everyday wear.
• GA-2100 series – A modern, slim-profile design with an octagonal bezel that has become one of G-SHOCK's most popular collections, balancing contemporary style with everyday toughness.
• MUDMASTER series – Built for outdoor adventures and demanding environments. Features mud-resistant construction, with selected models offering advanced sensor and solar-powered functions.
• BABY-G women's collection – The same G-SHOCK toughness in a more compact case, with a wide range of colours and styles.
• Casio Vintage collection – Retro-inspired watches that blend classic designs with everyday versatility, making them a popular choice for both casual wear and fashion styling.

Tissot (#01-25)

Tissot brings Swiss precision at a milestone-gift price point. The brand has been making watches since 1853 and quietly punches above its weight on movement quality, particularly through the Powermatic 80 calibre, which gives 80 hours of power reserve (most automatics in this price tier give 38 to 42 hours, so you can leave a Tissot off the wrist over the weekend and pick it up still running). If you're buying a watch for a 30th or 40th birthday, an anniversary, or a first proper watch, Tissot is the value option that doesn't read as a value option. It's the brand that quietly sits on most enthusiast "best value Swiss automatic" lists and serves as official timekeeper for the NBA.

Try these:

• PRX Powermatic 80 - The integrated-bracelet design of the moment. Steel, sharp, dressier than it looks. Often described as the gateway luxury watch.
• Le Locle Powermatic 80 - The classic dress watch. Wear it with everything, from a suit to a t-shirt.
  Seastar 1000 Powermatic 80 - Tissot's dive watch line. Genuinely water-tested to 300m, with the unidirectional bezel that defines a proper dive watch.
• Heritage Visodate - The vintage-inspired everyday watch. Cream dial, slim case, wears beautifully on smaller wrists.

Vincen+ Watch (#01-26)

Vincen+ Watch is the multi-brand servicing specialist on the floor. The place to head when your watch has stopped, the strap has frayed, or the crown has come loose. They handle strap fitting, and light repair across most major brands, often same-day for quick jobs. For the enthusiast wearer, they're also one of the easier places in Jurong East to source NATO straps, leather straps, and metal bracelets to swap onto an existing watch, which is the single highest-impact change you can make to refresh a piece you've worn for years.

Try these:

• Strap fitting and replacement - Leather, metal, rubber, or NATO. They stock and fit on the spot.
• Watch polishing - Light surface scratches removed, case brought back to factory finish.
• Crown and gasket replacement - For the watches that have been with you long enough to need a proper service.

Old gold gathering dust? Watch stopped ticking? Chain clasp broken? You don't always need to head to Chinatown, Jem covers the practical side too. Three of the tenants above pull double-duty as the practical-services anchors on Level 1.

MoneyMax (#01-19) handles gold trade-in and valuation, plus pre-loved luxury jewellery and watches. Walk-in service, no appointment needed. The easiest way to convert old gold to cash or store credit without travelling to Chinatown.

City Chain (#01-29) runs in-store servicing across most major watch brands. Battery replacement, strap fitting, and light repair, all handled at the counter. Useful because a watch you bought there can be brought back without a separate appointment.

Vincen+ Watch (#01-26) is the multi-brand watch repair specialist. Quick jobs like batteries and straps are often same-day, and they also take on crown, gasket, and polishing work for pieces that need a proper service.