Amazon.com has launched its Jewelry & Watches store on Amazon.co.uk, Amazon.de, and Amazon.jp, giving international customers in Europe and Asia the same experience of purchasing jewelry and watches online through the e-commerce site that Americans have had.

In addition to these new launches, the Seattle-based Internet retailer said its second quarter 2007 jewelry sales “increased significantly,” with diamond sales increasing 260 percent, color gemstones sales up 169 percent, and sterling silver sales up 107 percent. With the addition of new brands such as Miss Sixty, Crislu and Sajen, Amazon.com’s Jewelry & Watches store saw its most successful Mother’s Day to date, the company said.

Women’s watch sales increased 100 percent, the company said, citing top-selling brands such as Movado, Cartier, Omega, Tag Heuer, Baume Mercier and Invicta. Amazon.com’s Watch store also expanded its brand selection by adding Avirex, Marc Ecko, Nautica, Elle, Penguin, and Technomarine.

However, Amazon, while touting high percentage increases, did not release monetary figures for its jewelry and watch sales.

JCK