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8 Types of Watch Buyers and the Pieces They Go Crazy For

Thousands of people come through our doors, but a few personalities have a tendency to stand out. Here are a few of the characters we can spot from a mile away.


The CEO luxury watch buyer

Understated models from big well known brands is where their appreciation lies. Simple timepieces that can be hidden from the eyes of the public yet carries the brands heritage and iconic status. They make smart investments in pieces that they think will retain or even appreciate in value. Their mindset is what lead them to be as successful as they are now and their watch buying habits are a testament to that.

The Jet Setter

The Jetsetter luxury watch buyer

The Jet Setter can’t stay in the same place for too long. Whether for business or the sheer pleasure of giving in to wanderlust, they’re always on the move, jumping back and forth between time zones. For them, keeping track of time is a bit of a challenge—it’s happened that they’ve woken up and forgotten what city they’re in. Has a predilection for watches with world time or GMT functions, for obvious reasons.

The Connoisseur

The Connoisseur luxury watch buyer

Their mastery of luxury timepieces could almost be considered a superpower. Has an almost encyclopedic knowledge of brand histories, the inspiration behind watch designs, the latest innovations, and up-and-coming models. This collector is nitpicky about the details and will stop at nothing to get to the heart of the watch to gauge its true value. Don’t even try one-upping them when discussing watches, and Heaven help anyone who attempts passing off a fake as authentic in their presence.

The Sportsman

The Sportsman luxury watch buyer

In sports, every second counts. The Sportsman will opt for a watch that can track their progress while training or competing—the goal is always optimizing performance. Accuracy is of the utmost importance when measuring readings like distance, and speed (for racers), and depth, pressure, and elapsed time (for divers). An accurate sports watch is their weapon of choice because if anyone needs durability and performance, it’s this collector.

The Style Guru

The Style Guru luxury watch buyer

A trend setter with eclectic taste and unerring style, whether they’re in a suit or joggers. Their watch collection is well curated, but each selection is made, conceivably, to match every ensemble. For the Style Guru, collecting watches is more about design than technical specifications. They might own every style available, from sports watches to dress watches, but chances are, much like their clothing wardrobe, this collector zeroes in on a specific aesthetic. Minimalist? Vintage? Ultra-modern? Those terms are just as important as “tachymeter” or “battery reserve”. For them, it’s all about the details.

The Curator

The Curator luxury watch buyer

They’re always on the hunt for hidden treasures at antique shops, abandoned storage units, estate sales and, these days, eBay. For them, the search for the watch just might be better than actually owning the watch, which may explain their membership in myriad watch forums online. Dents, scuffs, and scratches don’t matter, so long as there’s a good (and verifiable) story behind these character-giving qualities, and they’re more than used to dealing with eyebrows being raised by the less perceptive. The rarer the watch is, the better, and The Curator is incredibly discerning when it comes to restoration, sometimes foregoing the process because, sometimes, those quirks add to the character of the piece.

The Car Enthusiast

The Car Enthusiast luxury watch buyer

Their real passion is with cars but a car enthusiast can’t go out on a drive without wearing a watch to match their beloved steed. They would always look for anything car related, especially collaborations with brands like Ferrari, Bentley and Lamborghini or even watches that are tied to a significant person or an event in racing, for example: Paul Newman and Steve Mcqueen, and events like Daytona 500 and Mille Miglia.

That Guy

That Guy luxury watch buyer

The person who has everything, but who’s always searching for the next most extravagant thing money can buy. Has been known to impulsively swipe their black credit card on the newest model just because “it looks nice.” Their shopping list and must-haves are exactly what you expect: luxury cars, huge mansions, private jets, exotic animals and very, very, very expensive watches, preferably a unique, bedazzled piece that’s the opposite of subtle.

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