It feels weird to be a "regular customer" at a business when you only go there once a year at most (generally the holidays or if in need of repairs). However, I consider this place to be "my jeweler". It's a family business (father and son) and they're always friendly and helpful.
First started doing business with them when I found a deal on a watch on the internet. Since they were local I decided to give them a chance to match the price. They had to order it in, but were able to do it and actually saved me money on the exact same item.
I've also used them for repairs on more than 1 occasion, and have been satisfied each time.
I recommend doing what I did when I bought the watch-if you can spend the same or less money than you would online and support a local family business, why wouldn't you? Besides, they are able to support your purchase in store rather than having to ship things off for service.