Windsor Jewelers, a jewelry store based in Winston-Salem, North Carolina, installed a new sign to replace a digital message center to reach motorists in a heavily-trafficked area, according to a company press release.

The original digital message center experienced performance issues, especially during times of heavy rain when modules would stop working. As the sign aged, modules began to fail, and replacement parts became more difficult to find.

What's more, after Windsor Jewelers installed their original sign, the city passed an ordinance that would require businesses to reduce the size of digital message centers by July 2023.

"With the sign's performance issues and the pending ordinance, we felt it was time to replace the sign now instead of waiting," Robert Simon, president of Windsor Jewelers. said in the release.

Simon worked with Atlantic Sign Media, which designed and installed a monolithic monument sign on a stone base with the Windsor name above a double-sided LED message center manufactured by Watchfire Signs. The sign is expected to garner 7.8 million exposures per year.

Windsor Jewelers uses the digital message center to display photos of jewelry and watches.

"We stand out every day and especially at night and have found the sign to be valuable around the holidays when people are shopping," Simon said in the release.

"Windsor's previous digital sign was not high resolution," Joe Rickman, owner of Atlantic Sign Media, in Burlington, North Carolina, said in the release. "Watchfire brought a 6mm demo sign on site so we could see the two side-by-side and there was no comparison. It was clear that the higher resolution would more accurately showcase Windsor's beautiful jewelry."

Messages are programmed using Watchfire's Ignite OPx software, which allows the retailer to update messages using a computer or cell phone.

Besides resolution, the biggest difference with the new sign is reliability, according to Simon. "Watchfire's modules are sealed against water and this has made a huge difference in reliability. We no longer have to deal with the frustration of modules not working after it rains," Simon said in the release.

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