About CRM Jewelers Miami Watch Store

About Us

CRM Jewelers is a high end, family-owned boutique located in Miami that specializes in providing luxury watches at discount prices. Located in Downtown Miami’s only jewelry district, CRM carries high end brands such as Rolex, Audemars Piguet, Patek Phillipe, Richard Mille, and more.

CRM Jewelers was founded by watch investor and connoisseur, Carlos Marcelin Jr. in 2012. In essence, CRM is the embodiment of Carlos’ vast, prior experience in the industry; an experience that began with his participation at a very early age in his father’s artisan jewelry and vintage watch business in Havana. That sole experience as a child awakened a passion and thirst for watches in Carlos that is unquenched until this very day. If you are already a client of CRM Jewelers, you’re already familiar with this passion.

If you’re not, make sure to check out the family's crazy CRM Life adventures on YouTube!

Founder of CRM Jeweler and one of the partners. Father to Charlie and brother to Betty/Sandra, Dan’s brother-in-law. Carlos is flamboyant, charismatic, and sociable. Clients love him and his pictures with watches on Instagram actually perform better than pictures of watches by themselves. Carlos loves his expensive toys (cars, boats, watches, exotic sneakers, etc.) and likes the limelight, even though lately he’s been telling Dan that he wants to be a bit more low-key (Clients clamoring, “NO CARLOS, DON’T DO IT!”). Carlos is also very competitive, always has been, and, like Dan, he’s a high achiever. He’s also a bit of a tough guy, so be ready for the backlash if you try to pull one on him! Carlos is in charge of purchasing and because of him, CRM has been able to get access to some insane, high-end pieces over the years. He is also the best, face-to-face salesperson the company has and is frequently on top of the sales leaderboard.

Dan is an introvert that purposely thrust himself in the extrovert limelight as a business strategy. By nature, he’s analytical, observant, and has made it his life’s purpose to optimize everything under the sun (including the eternal work-in-progress CRM Jewelers). Marrying into the Marcelin family (he’s married to Carlos’ sister Sandra) has propelled Dan into a wild, never-ending adventure, with CRM Jewelers being the latest chapter. Dan detests conflict, so he naturally acts like the mediator for the company, which has quite its share of drama. With a background in engineering, finance, and marketing, Dan helps run CRM like a hedge fund, relying on the ample use of statistics (which come to life during the company’s Friday meetings) and letting numbers always speak for themselves. He has also pushed the company strongly into the cryptocurrency space, boosting the company’s sales in Bitcoin and other cryptos. Dan manages and structures the company’s new projects, collaborations, and entire marketing effort. Even though Dan is competitive and a high achiever like Carlos, his driving force is not money or material things, but improvement. Rising charts are his lifeblood and if they’re not present, Dan gets bored!

Charlie’s natural demeanor and friendliness makes him a crowd favorite with the clients. Charlie likes people all the time and loves educating anyone he comes across, including customers. Even though he has left the company in the past due to emotional/life decisions, he came back in 2020 with a bang! He fields most of the sales calls for the company and is also responsible for creating a good part of the client-interaction content for the CRM Life YouTube episodes. Charlie also has a strong desire to make the company and CRM brand grow, so he frequently shares great ideas with Dan to make things better. His only problem is that he tends to get distracted and needs to be constantly reminded to stay structured. Charlie genuinely means well, but sometimes he’s a little misunderstood, especially by his aunt Betty and dad Carlos, who are a bit hard on him when he messes up.

Betty is a good-hearted person that can be amazingly caring, but she does have buttons! When they are pressed, she transforms into a feisty, emotionally charged, 4 foot 11 nightmare! It’s difficult to fathom how much intensity can fit into such a small package! When she butts heads with Carlos, the explosion puts 10-megaton ICBMs to shame. On psycho mode, Betty’s mere stare can even repel the most ruthless enemy, but when she’s being her normal, adorable self, she has a long line of suitors knocking at her door (sorry gents, even though, she’s single and a lot more fit than ever, she’s no longer single). Betty handles accounting for CRM, but has an insatiable desire to babysit the company’s “imperfect” sales team.

Sandra is Dan’s wife and Carlos and Betty’s sister. She’s the middle sibling (Carlos being the youngest and Betty the oldest of the three) and a lot more level headed than the other siblings. She’s also very sociable and due to her decades of experience in the corporate world, brings a lot of structure and helpful ideas to CRM. Consequently, she was given the responsibility to spearhead the company’s e-commerce project. She also teams up with Charlie to source watches and also helps Dan with some of the conflict mediation!

Like Sandra, Raysa was one of the last members to join the CRM team. She is the better half of Mr. CRM himself. It’s almost as if Carlos was waiting for the right time to unleash his “secret weapon” on the grey market. Raysa is focused on sales and also helps Sandra with some e-commerce tasks. She has been a hit with clients from the get-go, because of her calm demeanor, friendliness and willingness to go out of her way to help customers as much as possible. Her personal watch page has also become pretty popular due to her engaging videos and pictures.

Jenny is Betty’s only daughter and one of CRM Jeweler’s first sales reps. She started doing remote sales for the company a few years ago when her daughter was born. Prior to that, she sold from the store and learned a great deal about watches. Jenny mainly communicates with the team through the company’s WhatsApp chat or through the phone. Jenny has an outgoing personality, but also inherited a bit of the genetic feistiness from her mom. If pushed against the wall, she can get a bit sentimental at times. She has a Bachelor’s in Biology and a Master’s Degree in the biomedical field, but didn’t pursue a career in the medical industry. Instead, she became a regular in the CRM sales jungle.

Natalie is the newest addition to the CRM team. She was hired as a social media manager for both Instagram and TikTok. Despite all the Cuban chaos within the company, Natalie has been able to keep a level head and excel at the creation and distribution of engaging short-form video for the firm. Like Jenny, Natalie has a degree in Biology and has been adopted as CRM’s youngest daughter.

Virtual Tour of Our Store

Here's a virtual walk-through tour of our Downtown Miami store that Google photographers set up for us back in 2016. Our business has changed quite a bit since that time, but the tour will give you an idea of what our showroom looks like. If you want the full experience, make sure to stop by and say Hi!

Our Vision

Where we see CRM Jewelers as a firm going forward… CRM Jewelers will become a globally recognized provider of luxury watches and jewelry by inspiring and connecting with people through content.

Our Mission

What we are doing and will continue to do to get there… To realize our vision, we will continue to provide clients with a transparent look into our business (through CRM Life), as well as engaging educational footage related to our industry (like our viral Cuban link chain or watchmaking videos). To further achieve our goal, we will teach clients to become intelligent consumers when purchasing a luxury watch or piece of jewelry. Regardless of what the rest of the industry is doing, honesty and transparency with our clients will always be on top of our list. We don't just want customers...we want clients for life!

Social Pages

We are blessed to have loyal clients and fans spread out across more than 170 countries. Our commitment to excellence, customer service, and non-top content production throughout the years has also allowed us to boost our social clout to over 1 million followers/subscribers worldwide. Here are links to some of our social media pages and assets:

About Us

Mr. CRM Carlos Marcelin

Dan Alvarez

Charlie Marcelin

Betty Marcelin

Sandra Marcelin

Miss CRM Raysa Yi

Jenny Marcelin

Natalie Regalado

Virtual Tour of Our Store

Our Vision

Our Mission

Social Pages

About Us

Mr. CRM Carlos Marcelin

Dan Alvarez

Charlie Marcelin

Betty Marcelin

Sandra Marcelin

Miss CRM Raysa Yi

Jenny Marcelin

Natalie Regalado

Virtual Tour of Our Store

Our Vision

Our Mission

Social Pages

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