Whether you text with it, tweet with it, or simply talk on it, face it, we've become a smartphone society.
"Everything you need, all the information is on your cell phone, and it's more convenient," according to Laimane Serranl, a smartphone user.
By most people's standards that's a very true statement, but one that's not music to Jimmy Seradarian's ears. If you look at the numbers, you'd think time was ticking away for people in his line of work.
"Numbers are down across the board. We're in the recession, and just about every retail shop you walk in to, then their numbers are gonna be down," according to Jimmy Seradarian of the Toluca Watch Company.
In the double digits, nationwide sales have fallen 16% since 2008. A big reason the convenience of the smartphone means no real need for anything extra.
"What are you gonna do, you know. I have my own gadgets," admits Jimmy Seradarian of the Toluca Watch Company.
Now a smartphone tells the time, takes pictures, gives directions, and surf the web. It's all there, right at your fingertips.
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So, why would you need a wristwatch too?
"I think it's become more of a fashion, than function kind of thing," says Jimmy Seradarian of the Toluca Watch Company.
That may be true, and it looks like it's a generational issue too.
"You have your older generation that I think, wearing a Rolex is about prestige these days. Unless Rolex comes up with a cell phone, it's not going to be the same," according to Jimmy Seradarian of the Toluca Watch Company.
For the younger generation, a smartphone is all they need.
"We're too busy and we just want a shortcut, so everything is on our cell phone, and that's the one thing you can't live without. I use it for time, for everything," according to Laimane Serranl, a smartphone user.
This could be a bit of a bleak outlook for Jimmy Seradarian, who says he may be biased, but believes there will always be a market for his mom and pop watch shop.
"My sales might be down, but in terms of service, it's always gonna be up."