Most sources cite the company as making jewelry between the 1960s and 1970s. However, this is false. Exquisite jewelry was produced by a company called WAP Watson Ltd. Here is the timeline of the companies:
1909 to 1914: Walter Archibald Parker Watson ran a small factory in Hockley Hill, Birmingham, making chains and later gold jewellery.
1914 WAP Watson sold his company to Augustus Harry Power and Clarence Oswald Flint. They kept the name and later became WAP Watson LTD.
1914 to 1934 After World War I, Messrs. Power and Flint specialized in the production of costume jewelry. The original number of employees was 6 and it was during this time that the jewelery range was called Exquisite.
1934 The company with its 125 employees moved to Hampton Street in the jewelery district of Birmingham. They also had premises on Mary Street. Now it not only produces jewelry, but also crested souvenirs.
1937 to 1954 WAP Watson stopped making jewelry during World War II, but concentrated on helping the war effort. After the war, exquisite jewelry and souvenir production continued. But with increased demand and limited space available in Birmingham’s Jewelery Quarter, the Powers looked for larger premises. Wallis and Jack, son of Augustus, had now become the managing directors
1954 to 1977 The company moved in 1954 to Vulcan Road Solihull. It expanded and introduced the Mirella trade name of gold-plated picture frames, mirrors, pens, and small pill boxes. The name Mirella comes from one of her employees. Crystal was introduced in the manufacture of their products. At its peak, the company produced 20,000 pieces of jewelry under the Exquisite name. Famous for its Scottish and birthday range – beautifully hand enameled brooches, necklaces and earrings.
1977 The Exquisite Jewelery range stops due to competition from high imports of cheaper jewelery from the Orient. However, the range of crested souvenirs was expanding as more people were able to take holidays in the UK and abroad. Spoons, bells, letter openers, thimbles were available in all tourist gift shops across the UK.
1977 to 1989 The company had to cut employees as they struggled to survive the recession and competition. They produced new ranges of collector’s souvenirs: thimbles, letter openers and bells. Also leather goods under the name of Manor Leather craft.
1989 to 2000 The Crystal Flame range of silver and gold animals with a crystal became popular and eventually became the Tudor Mint range. The popular Myths and Magic range of medieval figures and characters took off and are still highly collectible today.
2000 onwards The Solihull factory closed in the early 2000s when the company moved to the US to expand the Tudor Mint range. In 2007 the company sold this to the Xystos group but still retains a holding company of The Watson Group Limited in Shirley Solihull.
WAP Watson left behind a lot of collectible and beautiful jewelry. There are many ranges available and matching pieces.