SwissWatchExpo

What SwissWatchExpo does

SwissWatchExpo is a privately held pre-owned luxury watch retailer operating from a showroom in Buckhead, Atlanta, Georgia, with a complementary direct-to-consumer e-commerce platform. The company maintains an inventory of 3,000+ authenticated pre-owned watches across 30+ luxury brands, with Rolex, Cartier, Patek Philippe, Omega, Breitling, and Audemars Piguet as core offerings. Revenue is generated primarily through one-time sales of individual timepieces, with secondary streams from watch trade-in/acquisition services and Affirm-based financing (up to 36 months). Supporting services include jewelry and watch repair and a Watch Club content/SEO platform. The company is led by CEO Eugene Tutunikov and founder Victoria Taukatch, serving affluent collectors, enthusiasts, women's watch buyers, and existing watch owners seeking to sell or trade.

The business model is asset-heavy in inventory, with authentication and quality assurance performed by an in-house team of Swiss-trained watchmakers. Customer trust is reinforced by an 18-month warranty, 18-month authenticity guarantee, 10-day no-hassle return policy, and same-day shipping. A key differentiator is that every watch listed online is physically located at the Atlanta showroom, with actual photographs of each specific piece rather than stock images. Pricing is unit-based on brand, model, condition, and rarity, with individual premium pieces priced in the $35,000-$80,000 range.

SwissWatchExpo employs a hybrid go-to-market combining direct e-commerce sales, phone-based consultation (US/Canada toll-free and international lines), and appointment-based in-person purchases at the Buckhead showroom. Marketing is driven by earned media in major financial and lifestyle publications (WSJ, Forbes, Bloomberg, NYT, GQ, Robb Report), content marketing through The Watch Club blog, email acquisition ($100 first-purchase incentive), and organic social media. The company serves primarily North American markets (USA and Canada), with no disclosed international shipping footprint, institutional investment, or external ownership.

Name

SwissWatchExpo

Legal name

SwissWatchExpo, Inc.

Website

https://SwissWatchExpo.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pre-Owned Luxury Watch Retail

NAICS

Used Merchandise Retailers (4595)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Pre-owned, Vintage & Certified Pre-owned Watches (CRAKADAM)

akta.pro secondary industries

Pre-owned Watch Dealers & Exchanges (CRAKAKAB), Watch & Timepiece Retail (CRAKAGAD)

Keywords

• Pre-owned luxury watches
• Luxury watch retail
• Watch authentication
• Watch trade-in services
• Luxury timepiece sales

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Pre-Owned Watch Sales: SwissWatchExpo generates revenue primarily through the one-time sale of pre-owned luxury watches. The company maintains inventory of 3000+ authenticated watches across dozens of brands including Rolex, Cartier, Patek Philippe, Omega, and Breitling. Each transaction is a single purchase at the listed price, with no recurring revenue component. The company also offers watch trading services where customers can sell or trade their existing watches.
2. Watch Trade-In Services: Customers can sell their current watches to SwissWatchExpo or trade them toward a different timepiece. This creates a secondary revenue stream through the acquisition and subsequent resale of pre-owned inventory.
3. Financing Services: Partnership with Affirm enables customers to split payments over up to 36 months. While SwissWatchExpo does not directly earn interest, this financing option likely involves a merchant fee or revenue share arrangement, making high-ticket purchases more accessible and potentially increasing average transaction values.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

SwissWatchExpo is a direct-to-consumer retailer of certified pre-owned luxury timepieces, offering 3,000+ authenticated watches from 30+ brands (Rolex, Cartier, Patek Philippe, Omega, Breitling, Audemars Piguet, and others). All inventory is physically housed at the company's Buckhead, Atlanta showroom, where customers can also buy, sell, or trade-in watches, with same-day shipping and 18-month warranty backing each sale.

Product overview

SwissWatchExpo is a pre-owned luxury watch retailer operating as a single unified e-commerce platform. The company offers a curated selection of over 3,000 certified authentic pre-owned luxury watches from over 30 brands including Rolex, Cartier, Patek Philippe, Omega, Breitling, and Audemars Piguet. Supporting services include watch sell/trade programs, watch repair, and Affirm financing. Products are physically located at the company's Atlanta showroom with same-day shipping, 18-month warranty, and 10-day return policy.

Differentiator

Problem solved

Functional benefit

Products and services

• Pre-Owned Rolex Watches Certified pre-owned Rolex watches including popular models such as Submariner, Daytona, Datejust, Yacht-Master, Explorer, GMT-Master, President, Air-King, and Cellini, offered with 18-month warranty and authentication guarantee to individual collectors and enthusiasts.
• Pre-Owned Cartier Watches Certified pre-owned Cartier watches including Ballon Bleu, Tank Francaise, Tank Solo, Panthere, Ronde, and Calibre de Cartier models, sold to consumers seeking authenticated pre-owned luxury timepieces.
• Pre-Owned Patek Philippe Watches Certified pre-owned Patek Philippe watches including Nautilus, Calatrava, Complications, Aquanaut, Golden Ellipse, and Gondolo models, targeted at high-end collectors.
• Pre-Owned Omega Watches Certified pre-owned Omega watches including Speedmaster and other popular collections, offered to consumers with authentication and warranty backing.
• Pre-Owned Breitling Watches Certified pre-owned Breitling watches including Navitimer, Superocean, Chronomat, Avenger, Bentley, and Colt models, sold to individual watch enthusiasts.
• Pre-Owned Audemars Piguet Watches Certified pre-owned Audemars Piguet watches including Royal Oak and Royal Oak Offshore models (including 37mm ladies' references), offered to luxury collectors.
• Additional Pre-Owned Luxury Watch Brands Pre-owned watches from over 30 luxury brands including A. Lange & Sohne, Vacheron Constantin, Jaeger LeCoultre, Panerai, Tag Heuer, Tudor, Zenith, IWC, Hublot, Girard-Perregaux, Glashutte, Breguet, Chopard, Piaget, Bvlgari, Chanel, Longines, Franck Muller, Harry Winston, Ulysse Nardin, Blancpain, Bell & Ross, Baume & Mercier, Bedat, Corum, David Yurman, Ebel, Eberhard, Roger Dubuis, RGM, Universal Genève, U-Boat, Waldan, and Ball.
• Watch Sell and Trade-In Service Service allowing customers to sell their luxury watches for cash or trade them in toward a different timepiece, with brand-specific landing pages for Rolex, Cartier, Omega, Breitling, Patek Philippe, and Audemars Piguet.
• Watch and Jewelry Repair Service Repair services for jewelry and watches, performed for customers of the Atlanta showroom and online buyers.
• Affirm Installment Financing Third-party installment financing through Affirm allowing customers to split watch purchases into payments spread over up to 36 months.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Bob's Watches: Bob's Watches is a leading US-based pre-owned Rolex dealer with a strong online and physical presence, directly comparable to SwissWatchExpo in focus on authenticated pre-owned luxury timepieces and Rolex-centric inventory.
• Chrono24: Chrono24 is the world's largest online marketplace for pre-owned luxury watches, offering a global selection across all major Swiss brands. It is a direct competitor to SwissWatchExpo's pre-owned luxury watch e-commerce business, though operating via marketplace rather than owned inventory.
• European Watch Company: European Watch Company is a Boston-based pre-owned luxury watch dealer with both a physical showroom and strong online presence, directly comparable in business model, brand focus (Rolex, Patek Philippe, AP), and authenticated inventory model.
• Crown & Caliber: Crown & Caliber is a US-based online retailer of pre-owned luxury watches from brands like Rolex, Omega, and Cartier. Comparable in offering authenticated pre-owned timepieces with warranties and trade-in services.
• Govberg Jewelers: Govberg is a Philadelphia-based authorized dealer and pre-owned luxury watch retailer offering Rolex, Patek Philippe, and other premium brands. Comparable in combining physical showroom retail with online sales of authenticated pre-owned luxury timepieces.
• TrueFacet: TrueFacet is an online marketplace for pre-owned luxury watches and jewelry, offering authentication, warranties, and trade-in services. Directly comparable to SwissWatchExpo in pre-owned luxury watch focus and online retail model.

Broad incumbents

• Watchfinder & Co. Watchfinder, owned by Richemont, is a global pre-owned luxury watch retailer with showrooms across Europe and Asia. Comparable in offering certified pre-owned luxury timepieces but at significantly greater scale and with parent-company distribution advantages.
• Jomashop: Jomashop is a large online retailer offering discounted new and pre-owned luxury watches, handbags, and accessories. Comparable in watch retail assortment though broader in category mix and primarily discount-oriented versus SwissWatchExpo's curated premium positioning.
• The 1916 Company: The 1916 Company (formed via merger of Hyde Park Jewelers, Radcliffe Jewelers, and the acquisition of Watchbox) is a leading US luxury watch and jewelry retailer with showrooms and a significant pre-owned watch business. Comparable in offering authenticated pre-owned luxury watches alongside new inventory, though at meaningfully larger scale.

Emerging players

• Hodinkee: Hodinkee is a media-led watch retailer covering new, vintage, and pre-owned luxury timepieces with strong content authority. Comparable in target audience (luxury watch collectors) and complementary in media-plus-retail model, though retail is a secondary offering to its editorial business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/swisswatchexpo
• Facebookfacebook.com/swiss-watch-expo-160129044032078
• LinkedInlinkedin.com/company/swiss-watch-expo

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SwissWatchExpo