Our History Through the Generations



Balthus Braunschweiger is born in Germany. He is trained as a clockmaker and goes to work in the Kienzle Clock Factory in Schwenningen, a city near his hometown.


Eugen, Balthus’s son carries on the family tradition as a clockmaker and goes to work in the same factory. Son Robert is yet too young to consider his future vocation.


Most of the Braunschweiger Family immigrates to the US and settles in Hillside, NJ.


Eugen and his younger brother Robert, are able to put their clock making and watch making skills to good use in the US. Robert is employed by Wittke Jewelers and Eugen by Michael Kohn Jewelers, both in Elizabeth, NJ.

The Market Watch Company

Balthus Braunschweiger shows his family
the finer points of clock repair.


With a $200 investment, Robert opens Market Watch Repair in Newark NJ, a second floor, cut-rate watch repair service to jewelers. Soon after, a street level shop is opened and customers are served directly. The Braunschweiger brothers see their families clear through the Great Depression.


Robert has secured the family’s financial stability and Eugen leaves Michael Kohn Jewelers to become partners with his brother, Robert.


Market Watch Repair is renamed:
Braunschweiger Brothers is born!



Eugen’s sons, Eugene, Herb & Bill help out after school while their Uncle Robert serves with the US Army during WWII


In the meantime, Robert is back from the war and Braunschweiger Brothers has been doing well. The brothers purchase a lot at 45 William Street in Newark and build their own store.

1212 Raymond Boulevard, Newark


Braunschweiger Bros. continues to thrive and moves to 1212 Raymond Blvd. in the heart of downtown Newark. A greater selection of watches and jewelry is offered for the first time.



Braunschweiger Bros. purchases Pettit Jewelers at 37 South Street in Morristown. Brother Robert and his nephew Eugene head up the Morristown store and Eugen stays in Newark with his twin sons, Herb & Bill.


Braunschweiger Bros. leaves the Newark location for Lincoln Street in East Orange and begins doing business as Braunschweiger Jewelers.  Older brother Eugen has since retired.


The East Orange location is sold. Geljack Jewelers in Springfield, NJ is purchased.


The third generation, Eugene, Herb & Bill become partners with the Ferdinand Family in New Providence, NJ and buy into Maiden Lane Jewelers. Braunschweiger Jewelers now operates 3 locations: Morristown, New Providence and Springfield. Robert has since retired and now three new brothers are in charge.

7 Lincoln Street, East Orange

Maiden Lane Storefront in New Providence

Our Morristown store


The Springfield location has since been sold. Maiden Lane Jewelers triples in size when it moves to a new space within the Village Shopping Center. A new third location is found in Pheasant Run Plaza in Warren NJ.


The Morristown store moves into a new location just a few doors down on South Street.

In true Braunschweiger style, the legacy continued in the late 1980s with Bill and Herb's children stepping into their new management rolls at the growing family jewelry business. Bill, Kristy, Linda and Gretchen took hold of the business and infused fresh spirit and boundless enthusiasm spearheading the next generation of Braunschweiger successful entrepre-neurship.

1990s to the present

Morristown and New Providence are our two present locations. We continue our tradition of quality and integrity in the jewelry business. We are proud of the craftsmanship and vision of our forefathers, Balthus, Eugen, Robert, Eugene, Herb & Bill. We hope to make them proud as we head into our Fifth Generation.




Braunschweiger Jewelers is a family business, well established and recognized for offering quality jewelry, integrity and unmatched service to our customers.

And while generations of our family have worked hard to build our business, so too have our associates. The managers, sales associates, operations and support staff — many of whom have been with us for decades — mean a great deal to us.

Each and every one of them plays an important role in the continued success of our business. We greatly appreciate their efforts, loyalty and dedication to our customers.

Clockwise: Linda, Gretchen, Kristy and Bill

Swan Story

In the 1920's several members of the Braunschweiger Family immigrated to the United States from the Black Forest region of southern Germany. The region was world reknown for its precision timepiece manufacturing. Not unexpectedly, the Braunschweigers had been trained as watchmakers and clockmakers. They proudly carried this heritage with them to America.

Taken from the family's hometown crest of Schwenningen, Germany, the Braunschweiger Swan represents the integrity, craftsmanship, service and value which was respected in Germany and continues today.