Reeds Jewelers know they were loved and appreciated." By 1979, Reeds Jewelers maintained two dozen retail outlets. Alan Zimmer joined Reeds Jewelers as executive vice president in 1981 and took charge of merchandising. He officially became president and CEO in 1985. In December 1986 Reeds Jewelers held its initial public offering on The NASDAQ Stock Market, trading under the symbol REEDS. Over the next decade Reeds acquired Dreifus Jewelry Company of Memphis, a nineteen store chain in the Southeast and Midwest, and Gray's Jewelers, Inc., a five store chain based in Tulsa, Oklahoma. In 1995 Reeds Jewelers purchased Melart Jewelers, a mid-Atlantic
Reeds Jewelers and Ani, and Triton. REEDS also carries an extensive collection of designer watches including: Rolex, Breitling, Omega, Tag Heuer, Swiss Army, Tissot, Movado, Nixon, Michael Kors, Citizen Eco-Drive, and Bulova to name a few. In August 2015, REEDS collaborated with LG Electronics to design and introduce the first luxury Android smartwatch, the LG Watch Urbane Luxe. Features include a body made of 23-karat gold heavy plate, a handmade Alligator wriststrap with deployment clasp, and a piano-gloss watch case. As of July 2014, Reeds Jewelers operates 64 retail stores in shopping malls and life-style shopping centers in 13 states: Alabama, Florida,