The Newcastle stockist of Rolex is searching for watch-lovers who may have treated themselves over the years and amassed a collection.
The city branch of historic jeweller Goldsmiths, formerly called Northern Goldsmiths, was the first ever shop in the UK to stock the luxury brand in 1919.
And, following a recent celebration of 100 years of history between the businesses, it is keen to show off its glittering heritage with an exhibition of Rolex watches.
Its owners The Watches of Switzerland Group is on the look-out for proud North East owners of Rolex watches bought over the decades - and it's keen to hear of the stories and memories that accompany them.
While anyone who owns a Rolex might well be proud of the fact, those with a collection must be bursting to have them shown off.
And the hope is that Goldsmiths might locate the person with the biggest Rolex collection and perhaps even a watch bought there 100 years ago.
The collections will form part of a display of memorabilia at the Newcastle showroom, which has occupied the corner of Pilgrim Street and Blackett Street since 1892 and is the most long-standing in the Goldsmiths estate.
The 24-carat gold Rolex clock which hangs above the store is symbolic of the companies' long relationship.
Craig Bolton, executive director for Goldsmiths and Mappin & Webb, said: "Northern Goldsmiths has long held a place in the region’s hearts – a part of family history for many and a go-to destination for those special occasions.
"We would like members of the public to come forward and share their Rolex memorabilia and memories with the team to mark the historic occasion.
"We are hoping to find the largest collection of Rolex watches in the region as well as vintage and limited-edition models to showcase within the store."
He added: “We're also keen to meet those who owned either the first, or one of the first, Rolex watches sold in our Newcastle showroom 100 years ago.
"It would be a real triumph to source these treasured watches and their significant owners as well as learn of their story and their journey to now.”
Those with a Rolex collection or items of Rolex which can go on show is asked to email goldsmiths@opr.co.uk with a photo and brief description of their story.
