SwissWatchExpo Is Where Beginner Enthusiasts Start Their Collection

Forbes

2 days ago

SwissWatchExpo (SWE) offers a curated entry point with its luxury pre-owned collection in the $26 billion pre-owned market, flooded with an estimated 40 million counterfeit watches annually, making authenticity a significant challenge for buyers. SwissWatchExpo
Watch collecting, regardless of the market volatility, has been a pastime of gentlemen everywhere and goes beyond price point and bling. A watch brand's history, and complications like chronographs [a stopwatch mechanism], GMTs [Greenwich Mean Time], or tourbillons [counteracting gravity to maintain time accuracy], and movements [mechanical, automatic, and quartz] are what instill the gravitas of a timepiece.
Knowing where to start is based on your taste - ultimately a daunting task with the variety of watch brands and styles to choose from. A major player in the market is SwissWatchExpo (SWE), offering an extensive collection of luxury timepieces that make for great statement pieces as your entry into the collectors' circle.
Atlanta-based SwissWatchExpo offers a curated entry point with its luxury pre-owned collection. SwissWatchExpo
The market faces challenges, with an estimated 40 million fake watches sold annually, and the pre-owned watch market is valued at $26 billion, making it extremely difficult to determine the zombie watches and dupe timepieces. SwissWatchExpo houses luxury timepieces from brands like Rolex Oyster Perpetual 41 Green Dial Steel Mens Watch 124300, Omega Seamaster James Bond Limited Mens Watch 210.22.42.20.01.001, Breitling Transocean Chronograph Blue Dial Steel Watch AB0510, or the classic Rolex Datejust Steel Yellow Gold Black Dial Vintage Mens Watch 16013.
Chief executive officer, Eugene Tutunikov knows the luxury watch landscape well. Working with collectors, Tutunikov and SWE provide modern-day 'white-glove' service. 'We love working with new collectors,' admits Tutunikov, joining the family-owned business in 2016 after working on Wall Street, helping expand from $8-9 million in sales to an expected 9-figure revenue annually. 'I believe SwissWatchExpo is the perfect place to start because we solve the biggest problems a beginner faces.'
SwissWatchExpo chief executive officer, Eugene Tutunikov knows the luxury watch landscape and offers a curated entry point with its luxury pre-owned collection. SwissWatchExpo
He explains, 'First off, the watch world is overwhelming. Where do you even begin? We provide the answer through our selection. A new collector can come to our site and get a masterclass in watches just by browsing. They can see the icons, discover lesser-known gems, and truly figure out what they love without any sales pressure. And when they're ready for guidance, our team of client advisors—all genuine watch enthusiasts trained on every model we carry—is there to provide personalized advice to find the perfect watch for any need, taste, or occasion.'
Originally from Ukraine, Victoria and Jake Tutunikov founded the Atlanta-based SwissWatchExpo in 2009, specializing in pre-owned luxury watches, with over 1,000 Rolex watches in stock. SWE currently holds over 180 Patek Philippe watches in stock for the current popularity, while avoiding selling brands like Hublot, FP Journe, and Frank Muller as the market demand would challenge their bottom line.
SwissWatchExpo (SWE) offers a curated entry point with its luxury pre-owned collection in the $26 billion pre-owned market. SwissWatchExpo
Tutunikov describes it, 'Our curation philosophy is built on a singular vision: to be the first destination anyone thinks of, whether they are looking to buy or sell a luxury watch. We believe the only way to earn that position is by being the most trusted and comprehensive resource in the world, and that mission begins and ends with the breadth of our inventory.'
SWE operates as an e-commerce platform, selling on its site and secondary markets like eBay, selling 30-50 watches daily, averaging $10,000 per watch and $300,000 in daily sales. With $40 million timepieces in inventory - around 3,000 units at a time - they buy about $40,000 worth of watches each day.
SwissWatchExpo chief executive officer, Eugene Tutunikov knows the luxury watch landscape and offers a curated entry point with its luxury pre-owned collection. SwissWatchExpo
Tutunikov further explains the variety in SWE's collection. 'While we love acquiring and showcasing ultra-rare, 'grail' watches—they are fantastic for storytelling and generating excitement—our primary focus is on what I call 'accessible rarity.' Our core customer is typically looking for a watch that is hard to find at a standard retailer, perhaps a recently discontinued model or a specific configuration, but not necessarily a [one-of-one museum piece]. Our curation strategy is to master that sweet spot: providing an unparalleled selection of the world's best watches.'
SwissWatchExpo offers a curated entry point with its luxury pre-owned collection. SwissWatchExpo
The current SWE customer base is primarily male, in their 30s, with 95% of sales in the U.S. They also sell more ladies' watches than competitors. In modern-day fashion, SwissWatchExpo adopts a digital-first approach, offering FaceTime sales meetings for clients to view watches live. SWE ships to 7-10 countries weekly, including Switzerland. Rolex accounts for half of their business, followed by Cartier and Patek Philippe, which have seen over 50% growth. Popular models like the Cartier Tank Solar and Tank Glory sell at 30-50% off retail, usually at the boutique reseller.
SwissWatchExpo offers a curated entry point with its luxury pre-owned collection. SwissWatchExpo
SWE sells 90% of its inventory within three months, with 20% selling in just a week. Tutunikov explains, 'We want our inventory to be a landscape of discovery.' Since launch, they've traded 70,000 watches and attracted 600,000 monthly website visitors. Prices have rebounded post-pandemic for the vintage watch reseller, with a Rolex Hulk (no box or papers) priced at $16,000-$17,000.
SwissWatchExpo offers a curated entry point with its luxury pre-owned collection. SwissWatchExpo
'Whether a client is purchasing their very first luxury timepiece, seeking a specific graduation gift for their child, finding an anniversary present for a spouse, or hunting for a piece to round out a seasoned collection, their journey should begin and end with us. This is only possible through a deep and diverse catalog that spans all major brands and price points.'
SwissWatchExpo handles all aspects of operations in-house, including inspections, repairs, watch photography, and photo editing. Each watch undergoes two inspections—upon arrival from dealers and before sale. A SWE ships from its Atlanta retail location and inspects over 800 watches monthly, with a 20% repeat customer rate annually.
SwissWatchExpo chief executive officer, Eugene Tutunikov knows the luxury watch landscape and offers a curated entry point with its luxury pre-owned collection. SwissWatchExpo
They perform dry and wet tests, polish watches using proprietary machinery, and maintain a database to track sales, inventory, and market pricing. Additionally, they service older models that brands no longer support due to a lack of parts and train new watch technicians in repair, inspection, and polishing. The price point for luxury timepieces has exponential value, and collecting watches is a considerable investment with risk involved.
'We make it safe,' Tutunikov remarks. 'The pre-owned market can be a minefield, and a bad first experience can ruin the hobby for someone. Our entire model is built on trust. With our expert watchmakers authenticating, servicing, and refurbishing every single piece to as close to new condition as possible, we give that new collector total peace of mind. They know they're getting the real deal, in incredible shape.'
SwissWatchExpo chief executive officer, Eugene Tutunikov [far right] knows the luxury watch landscape and offers a curated entry point with its luxury pre-owned collection. SwissWatchExpo
Tutunikov states, 'Finally, we understand that a collection evolves. Your first luxury watch is special, but it might not be your last. Because we also buy and trade watches, we offer a clear path forward. As your knowledge and taste grow, we can help you trade that first piece toward the next one.'
SwissWatchExpo is a launching pad for any beginner as well as a resource for seasoned timepiece collectors. 'We're not just a store; we are a long-term partner for a collector's entire journey,' Tutunikov concludes.