AS
American Swiss
Claimed Business
AS
Rated in:
Scores reflect the Overall AI Score for each category
AI Review Summary
Based on recent customer reviews, American Swiss faces severe challenges across virtually every dimension of the customer experience. Product quality failures, particularly rings losing stones and discolouring within weeks, dominate complaints. Customer service interactions are frequently described as rude and dismissive, while refund and repair processes leave customers feeling ignored. The overwhelmingly negative sentiment paints a business where trust has eroded significantly among its customer base.
Top Strengths:
- •Customer Service & Support: A small number of branches, notably Parow, N1 City, The Glen, and Brooklyn Mall, receive praise for warm, patient, and professional staff who create memorable shopping experiences.
Service Quality Ratings
MetricScoreIndustry AvgBest in Class
Performance(last 12 months):
0Trustindex Rating
#13Ranked In Fashion & Clothing
64 hours 31 minutesAverage Time To Reply
-77 NPSRecommended: Unlikely
Replied to 58% of negative reviews
Typically takes less than 68 hours 14 min to reply
TrustIndex
0
Score
Ranking
#13
in Fashion & Clothing
Avg Reply
64 hours 31 minutes
NPS Score
-77
Recommended: Unlikely
Replied to 58% of negative reviews
Typically takes less than 68 hours 14 min to reply
Review Distribution
1.3|98 Reviews
May '25 - Apr '26
5(8.7%)
4(0%)
3(1.1%)
2(0%)
1(90.2%)
5(8.7%)
4(0%)
3(1.1%)
2(0%)
1(90.2%)
Recent reviews (98)
Used this business recently? Share your experience to help others decide.
Used this business recently? Share your experience to help others decide.
Share Your ExperienceAA
Andricia A
1 reviews | Active since Jan 2020
16 Mar 2026, 16:15
Damaged ring
I'm writing again to express my disappointment with my damaged wedding ring, which I purchased from your store. I lodged a complain and I was told to take the ring to the nearest store and I did so. The ring was booked in for assessment and I received a quotation with a large amount of money almost the same as the price I paid for this ring.
Helpful (0)
|Replies (0)AA
Andricia A
1 reviews | Active since Jan 2020
16 Mar 2026, 16:15
Damaged ring
I'm writing again to express my disappointment with my damaged wedding ring, which I purchased from your store. I lodged a complain and I was told to take the ring to the nearest store and I did so. The ring was booked in for assessment and I received a quotation with a large amount of money almost the same as the price I paid for this ring.
0
Replies (0)MJ
M J
1 reviews | Active since Jan 2020
4 Mar 2026, 14:52
Chain breaks easily seems ****
Bought a R15k chain which broke without excessive force and hardly wearing it. They state their policy is 6 months warranty even for such expensive items that clearly has a defect. Poor quality be careful before purchasing there.
Helpful (0)
|Replies (0)MJ
M J
1 reviews | Active since Jan 2020
4 Mar 2026, 14:52
Chain breaks easily seems ****
Bought a R15k chain which broke without excessive force and hardly wearing it. They state their policy is 6 months warranty even for such expensive items that clearly has a defect. Poor quality be careful before purchasing there.
0
Replies (0)MG
Monica G
1 reviews | Active since Jan 2020
25 Feb 2026, 12:26
TERRIABLE SERVICE MATLOSANA MALL AMERICAN SWISS
American Swiss I think its time you started teaching your staff customer service of which there is absoultly no service. I went into your store on arrival the lady behind the counter barley acknowldged me, I asked her if she could please assist me as there were some rings that i wanted to look at she eventualy came and opened up the display cabinet. It felt as though she was doing me a very big favour and that i was waisting her time on doing nothing. Well I eventualy decided if that is how American Swiss treats thier clients than I will take my money else where. I think its time you start pulling up your socks and a smile wont kill you.
Helpful (0)
|Replies (0)MG
Monica G
1 reviews | Active since Jan 2020
25 Feb 2026, 12:26
TERRIABLE SERVICE MATLOSANA MALL AMERICAN SWISS
American Swiss I think its time you started teaching your staff customer service of which there is absoultly no service. I went into your store on arrival the lady behind the counter barley acknowldged me, I asked her if she could please assist me as there were some rings that i wanted to look at she eventualy came and opened up the display cabinet. It felt as though she was doing me a very big favour and that i was waisting her time on doing nothing. Well I eventualy decided if that is how American Swiss treats thier clients than I will take my money else where. I think its time you start pulling up your socks and a smile wont kill you.
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Replies (0)TM
Tsholofelo M
1 reviews | Active since Jan 2020
23 Feb 2026, 18:34
Poor Service at Tygervalley branch!
On 23 February 2026, I went to the Tygervalley branch in Cape Town to exchange the watch my husband bought me, for something else or get a refund. The two ladies who thought they were of assistance, were clueless! My husband bought the watch in Durban, and unfortunately I’m not a watch person, and I’m in Cape Town, I went there to have it sorted as previously stated. They told me about a serial number, and asked me store related questions that I as a customer couldn’t answer. They called support centre, of which they said they couldn’t reach due to the time (17:42). They asked me if maybe it’s because it was bought from a different province, I mean how could I know? All they said was “ we don’t know” to all the questions I asked. They showed no effort to help resolve my issue… Poor service to the core!
Helpful (0)
|Replies (0)TM
Tsholofelo M
1 reviews | Active since Jan 2020
23 Feb 2026, 18:34
Poor Service at Tygervalley branch!
On 23 February 2026, I went to the Tygervalley branch in Cape Town to exchange the watch my husband bought me, for something else or get a refund. The two ladies who thought they were of assistance, were clueless! My husband bought the watch in Durban, and unfortunately I’m not a watch person, and I’m in Cape Town, I went there to have it sorted as previously stated. They told me about a serial number, and asked me store related questions that I as a customer couldn’t answer. They called support centre, of which they said they couldn’t reach due to the time (17:42). They asked me if maybe it’s because it was bought from a different province, I mean how could I know? All they said was “ we don’t know” to all the questions I asked. They showed no effort to help resolve my issue… Poor service to the core!
0
Replies (0)V
R
Robin
1 reviews | Active since Jan 2020
9 Feb 2026, 09:52
American Swiss diamonds are forever
American Swiss in Parow is truly one of the best jewellery stores to shop at. The store is always clean, elegant, and welcoming, with a beautiful selection of jewellery for every occasion. Their quality is outstanding, and you can really see the care and craftsmanship in every piece. The staff are extremely friendly, professional, and patient. They take their time to assist you properly and make you feel valued as a customer. Whether you are buying a gift or something special for yourself, they make the experience feel personal and memorable. American Swiss Parow offers excellent service, beautiful products, and a warm shopping atmosphere. Highly recommended for anyone looking for timeless jewellery and great customer care. 💎✨
Helpful (0)
|Replies (0)R
Robin
1 reviews | Active since Jan 2020
9 Feb 2026, 09:52
American Swiss diamonds are forever
American Swiss in Parow is truly one of the best jewellery stores to shop at. The store is always clean, elegant, and welcoming, with a beautiful selection of jewellery for every occasion. Their quality is outstanding, and you can really see the care and craftsmanship in every piece. The staff are extremely friendly, professional, and patient. They take their time to assist you properly and make you feel valued as a customer. Whether you are buying a gift or something special for yourself, they make the experience feel personal and memorable. American Swiss Parow offers excellent service, beautiful products, and a warm shopping atmosphere. Highly recommended for anyone looking for timeless jewellery and great customer care. 💎✨
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Replies (0)M
LW
Lene W
1 reviews | Active since Jan 2020
4 Feb 2026, 12:12
Diamond fell out
My partner purchased my ring early January, I only started wearing it from this Sunday. One of the smaller diamonds fell out with normal wear. Also there's some scratches and fading. I don't understand what business is being run. But a ring I'm supposed to wear the rest of my life, shouldn't depreciate this easily. I want to know what can be done because I'm not happy at all!
Helpful (0)
|Replies (0)LW
Lene W
1 reviews | Active since Jan 2020
4 Feb 2026, 12:12
Diamond fell out
My partner purchased my ring early January, I only started wearing it from this Sunday. One of the smaller diamonds fell out with normal wear. Also there's some scratches and fading. I don't understand what business is being run. But a ring I'm supposed to wear the rest of my life, shouldn't depreciate this easily. I want to know what can be done because I'm not happy at all!
0
Replies (0)