San Diego
A San Diego jewelry store chain accused of falsely advertising discounted watches has agreed to pay $25,000 in civil penalties and costs, authorities said.
Diamond Designs agreed Thursday to pay the fine after a retired San Diego man reported to authorities that he could not buy a watch for the price advertised in local newspapers, San Diego assistant City Atty. Tricia Johnson said.
The man wanted to buy a $250 Seiko watch advertised at half off and was told his best price was only 25% off. “He quibbled with them, and, when they wouldn’t give him the advertised price, he called us,” Johnson said.
An investigator sent to four Diamond Design locations in San Diego also could not buy watches at the advertised price.
The injunction against the company holds that it will face even stiffer penalties if found responsible for more false advertisements.
The company has stores in Clairemont, Mission Valley, Chula Vista, San Marcos and Grossmont.
“I give speeches to business groups, and I tell them, ‘Just honor your advertisement, even if it costs you,’ ” Johnson said. “It’s just not worth it to make excuses.”
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