World's Foremost Upscale Discounter of Fine Swiss Watches and Precious Jewelry Since 1969

About Capetown

Hello, I am Jonathan Marcus. My family established Capetown Diamond in 1969. I was blessed to grow up in the jewelry business, learning first hand from my father, Carl Marcus,  everything there is to know about watches and fine jewelry. 

Today, I run the company and continue to expand my father’s legacy. He passed onto me not only the knowledge, but the joy of selling watches and jewelry that commemorate special moments. Be it a wedding, birthday, anniversary or just a special gesture, our team of seasoned sales people are here to help. These seasoned professionals, many of whom have been with us for decades, are like family.  We love selling a product that symbolizes a forever moment or achievement in someone’s life.  

My father is the reason for our success as a company for over 50 years,   he never gave it less than 110%.  I promise you the same.  

In my fathers words...

Just as my father passed on his wisdom to me, I feel the words he wrote about us when we built one of the first websites in the jewelry business, in the early 90s, is still the best way to explain why Capetown is the best choice for your next big purchase.

For over 50 years we have been the jeweler of choice for thousands of America’s best and brightest. Now, in our second decade on the Internet, we are the UNDISPUTED pioneer discounter of fine watches, objets d’art, and diamond jewelry e-commerce. In the realm of fine watches and jewelry, Capetown’s credibility, value, and knowledge are unmatched. Best of all, with Capetown there is no guesswork…. while everyone else claims to be the best, we are the best, and if you are willing to do the reading, this website offers incontrovertible evidence!


In short, you will be dealing with a family. My wife Rose and son Jonathan have been in our venture since its beginning. We are not in it for the money, we have a passion for this business. We have a pretty good idea of what our clients want and need. If you want something elegant, or something inexpensive, you have met the right people. You are dealing with friends here. Besides thousands of personal references, we have been members of the Better Business Bureau for decades. We are well known by the Georgia Board of Commerce. And we thoroughly understand what credibility is. Over the years, I have got a few bad checks, phony credit cards, but I do not let that carry over to poison most people. Anything we sell you at Capetown has to be as described, just as if you purchased at any other high end retail establishment.  I stand by the same standards of customer service as they do. You can call us anytime you want. Any complaints, just call and you get the boss.  We are a group you can trust.

What makes Capetown markedly different from their competitors? The reason is simply because we are serious jewelry people. My wife’s first job, more years ago than I am allowed to reveal, was with the Zales Corporation. My son has recently survived sixteen years of apprenticeship at my side. My experience comes from being the director of an important auction gallery in California, specializing in jewelry and fine art. Both I and all the company executives have a passion and commitment for this field. We love it. We eat, sleep, and drink fine art, jewelry, and watches. Every item that we offer for sale has been closely scrutinized by me or my son. Every piece that we buy has to appeal to us first. We will not take a piece on consignment unless the consignor realizes that we are not a retail establishment and that everything has to be value priced. We stay current by reading all of the trade papers. We attend all of the important shows and auctions. Now, how does this benefit you, the consumer?

Because of our passion for the business, we remain on the cutting edge of trends, investment potentials, new fraud, and less expensive alternatives. Because our sales volume is considerably larger than any of our competitors, we are able to survive financially on a lower margin of profit. Additionally, because watch repair and service is one of the cornerstones of our business, we have in-house resources that allow us to offer the combination of world-class service, an exclusive lifetime warranty*, and the best value in America. 

If you are looking for value, options, extended warranties, and unmatched after sales service, Capetown Diamond should be your jeweler of choice; I GUARANTEE IT. 


~ Carl Marcus 

About Capetown
Founded in 1969, Capetown Diamond, located in Atlanta, GA, was the first company to offer discounted new & certified pre-owned fine Swiss watches, upscale jewelry, and certified diamonds. We have grown to over 20,000 satisfied clients worldwide. Famous brand name timepieces include Rolex, Breitling, Cartier, Patek Philippe & many more. Well known and famous designer jewelry includes Mikimoto, David Yurman, Cartier, Tiffany & Co. We also offer an assortment of custom pieces! All contemporary watches sold by Capetown are accompanied with a certificate of authenticity as well as our exclusive lifetime warranty. Most jewelry items come with an independent gemological certification. Your satisfaction is always guaranteed.

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