Analog:Shift
Analog:Shift is a New York-based, direct-to-consumer retailer of authenticated vintage and pre-owned luxury watches from over 80 brands, operating as the vintage and pre-owned division of Watches of Switzerland Group. It sells curated timepieces, straps, and accessories globally via its Shopify storefront, weekly inventory drops, and the Transmissions editorial platform targeting luxury watch collectors.
- Company typePrivate
- Founded2012
- HeadquartersNewyork, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Analog:Shift does
Analog:Shift is a direct-to-consumer vintage and pre-owned luxury watch retailer, founded in 2012 by James Lamdin and now operated as the vintage and pre-owned division of Watches of Switzerland Group (London-listed). The company curates and sells authenticated mechanical timepieces from more than 80 brands, including Patek Philippe, A. Lange & Söhne, Audemars Piguet, Cartier, Omega, Tudor, Jaeger-LeCoultre, and Universal Genève, with individual unit prices spanning from roughly $2,300 entry-level pieces up to $129,500+ for rare collectibles such as the Patek Philippe Nautilus. The catalog is organized into vintage, neo-vintage, and pre-owned contemporary categories and is supplemented by branded watch straps (in-house lines plus a StrapHabit channel partnership), WOLF co-branded watch boxes and travel rolls, vintage clocks and pocket watches, and collectible ephemera. The roughly 12-person team is concentrated in New York City, where in-person watch assessments for both buyers and sellers are conducted at the company's office.
The commercial operating model is DTC e-commerce built on a Shopify storefront, with Klaviyo powering the email channel and a weekly "Tuesday Drop" of new inventory that is gated by a "First Look" newsletter subscription for priority access. Marketing is content-led through the Transmissions blog and a dedicated YouTube channel covering horology, market analysis, and collector culture, supplemented by organic social on Facebook and Instagram and earned media coverage in Forbes, GQ, The New York Times, WatchTime, Esquire, and Gear Patrol. A dedicated buy-side flow ("Sell a Watch") allows consignors to mail pieces to the NYC office for in-person evaluation and receive bank-transfer payment within three working days, creating a parallel inventory-acquisition channel.
Revenue is generated through one-time unit sales of high-ticket watches and accessories; there is no subscription or membership pricing. As a privately held subsidiary of Watches of Switzerland Group (itself a publicly listed conglomerate whose other brands include Watches of Switzerland retail, Mayors, and Betteridge), Analog:Shift benefits from shared distribution and brand association, with access to the group's physical retail network. There are no venture or private-equity funding rounds disclosed, and no segment-level financials are publicly broken out by WOSG. The company is treated in the input data as operating worldwide out of a single NYC hub, with U.S.-based sellers only for its watch-buying service.
Analog:Shift firmographics
Firmographics- Name
- Analog:Shift
- Legal name
- Analog:Shift (operated by Watches of Switzerland A/S LLC)
- Website
- https://analogshift.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Analog:Shift is a New York-based, direct-to-consumer retailer of authenticated vintage and pre-owned luxury watches from over 80 brands, operating as the vintage and pre-owned division of Watches of Switzerland Group. It sells curated timepieces, straps, and accessories globally via its Shopify storefront, weekly inventory drops, and the Transmissions editorial platform targeting luxury watch collectors.
- Ownership category
- akta.pro rank
Analog:Shift industry classification
Industry- Product category
- Vintage Watch Retail
- NAICS
- Used Merchandise Retailers (45951)
- SIC
- Watches, Clocks, Clockwork Operated Devices/Parts (3873)
- akta.pro primary industry
- Pre-owned/Vintage Jewelry & Watch Retail (Resale) (CRAKAGAI)
- akta.pro secondary industries
- Watch & Timepiece Retail (CRAKAGAD), Pre-owned, Vintage & Certified Pre-owned Watches (CRAKADAM), Pre-owned Watch Dealers & Exchanges (CRAKAKAB)
Keywords
Where Analog:Shift is headquartered
LocationHeadquarters
- HQ city
- Newyork
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Analog:Shift business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Watch Sales: One-time transaction sales of vintage, neo-vintage, and pre-owned contemporary watches. Prices range from approximately $2,300 to $129,500+ for individual timepieces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | — | Individual watch pieces - price varies by item |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Analog:Shift product offering
Product offeringCore offering
Analog:Shift is a direct-to-consumer retailer of vintage, neo-vintage, and pre-owned luxury mechanical timepieces, selling individual watches from brands such as Patek Philippe, A. Lange & Söhne, Audemars Piguet, Cartier, Omega, Tudor, and Breitling through its Shopify storefront with weekly curated inventory drops. It also buys watches from collectors (via mail-in/in-person assessment at its NYC office with payment within three working days) and offers watch accessories (straps, boxes) plus horological content through the Transmissions blog and YouTube channel.
Product overview
Analog:Shift is a specialty luxury watch retailer offering a curated selection of vintage and pre-owned timepieces from over 80 brands including Patek Philippe (147 listings), A. Lange & Söhne (31), Cartier (70), Omega (46), Audemars Piguet (12), and Jaeger-LeCoultre (19). Their product portfolio centers on watches (673+ in stock across categories like dress, dive, chronograph, and pilot styles from the 1920s–2020s), complemented by Analog:Shift and StrapHabit branded watch straps, WOLF watch boxes and travel cases, vintage clocks and collectibles, and branded ephemera. They operate a content platform (Transmissions) alongside watch sales, with services including watch purchasing from sellers and a newsletter featuring weekly inventory drops.
Differentiator
Problem solved
Functional benefit
Products and services
- Vintage and pre-owned luxury watches Curated catalog of vintage, neo-vintage, and pre-owned mechanical luxury timepieces from 80+ brands including Patek Philippe, A. Lange & Söhne, Audemars Piguet, Omega, Cartier, Tudor, Breitling, Vacheron Constantin, and Jaeger-LeCoultre, spanning dress, dive, chronograph, and pilot styles from the 1920s to the 2020s. Sold individually via the Shopify storefront at prices from roughly $2,300 to $129,500+.
- Watch straps Analog:Shift branded handmade leather straps (Distressed, Matte Calf, Gloss Calf, Executive Alligator Pattern) plus StrapHabit branded elastic hook-and-loop, sailcloth with deployant, military pass-through, and tropical rubber styles in 12-20mm widths; priced from $49 to $300+.
- Watch boxes, rolls, and travel cases Storage and travel cases including WOLF-manufactured Analog:Shift Masterpiece Collection strap-changing valet trays, Autosport Collection 10-piece watch boxes, canvas 12-piece and 24-piece watch rolls, and Clipper 3-piece travel tubes.
- Vintage clocks and collectibles Vintage desk clocks, pocket watches, travel alarms, stopwatches, and dash timers from brands including Jaeger-LeCoultre Memovox, Movado, Omega, Gruen, Hamilton, and Universal Genève, plus branded vintage ephemera such as Jaguar, Ferrari, Mercedes-Benz, Volvo, Saab, Pan-Am, Omega signage, Swiss Army knives, and advertisements.
- Sell-a-Watch purchase and assessment service In-person authentication and valuation of vintage/pre-owned watches at the NYC office (with mail-in option); accepted pieces are paid via bank transfer within three working days. Available to US-based sellers.
Companies that use Analog:Shift
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Analog:Shift technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Analog:Shift partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Watches of Switzerland GroupcoreParent company that acquired Analog:Shift. Analog:Shift operates as the vintage and pre-owned division of the Watches of Switzerland Group, providing access to their retail network and resources. The group also includes Watches of Switzerland retail, Mayors, and Betteridge brands.
- StrapHabitminorCollaboration for watch strap products. Analog:Shift sells StrapHabit branded straps including Elastic Hook-and-Loop, Nylon Pass Through, Sailcloth Deployant, and Retro Tropical styles.
- WOLFminorPartnership for watch storage products. WOLF and Analog:Shift co-branded Autosport Collection watch boxes and Masterpiece Collection strap changing valet trays sold through Analog:Shift.
- Watches of SwitzerlandcoreSister brand under Watches of Switzerland Group. Analog:Shift is shown alongside other group brands including Mayors and Betteridge.
- MayorsminorSister brand under Watches of Switzerland Group.
- BetteridgeminorSister brand under Watches of Switzerland Group.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Analog:Shift competitors and assessment
Company assessmentDirect peers
- Watchfinder & Co. UK-based specialist retailer of pre-owned luxury watches, directly competing with Analog:Shift in curated vintage and pre-owned timepieces, including buy-sell-trade services and similar high-end brand portfolios.
- Bob's Watches: US-based pre-owned watch retailer with strong authentication, buy-sell services, and DTC focus; comparable in target customer (luxury collectors) and core inventory mix of pre-owned sports/dress watches.
- Crown & Caliber: Online retailer specializing in certified pre-owned luxury watches with trade-in/sell services, closely aligned to Analog:Shift's authentic-and-trade model and target audience.
- Chrono24: Global online marketplace for new and pre-owned luxury watches, representing the largest scaled alternative for collectors seeking the same customer base of vintage and pre-owned buyers Analog:Shift serves.
Emerging players
- Bezel: Authenticated pre-owned luxury watch marketplace with an authentication-first model; competes in the same collector segment by combining expert review with DTC transactions.
- Hodinkee: Watch-focused editorial platform that has expanded into pre-owned watch retail; competes for the same collector audience and uses content-led marketing similar to Analog:Shift's Transmissions platform.
Broad incumbents
- Phillips Watches: Leading watch auction specialist curating rare and vintage references; relevant competitor at the $50k-$129k+ collector tier where Analog:Shift inventories high-end Patek Philippe, A. Lange & Söhne, and Cartier pieces.
- Christie's Watches: Global auction house offering rare vintage and collectible watches, competing for top-of-market collectible timepiece buyers that Analog:Shift also serves at its high price points.
- Sotheby's Watches: Major auction house with a dedicated luxury watch department; competes for the same high-end collector dollars via auctions of rare vintage references Analog:Shift also trades in.
Regional players
- European Watch Company: US-based pre-owned luxury watch retailer with deep inventory and buy-sell services; competes in the same New York collector market with a similar vintage/neo-vintage focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Analog:Shift social profiles
Digital presenceAnalog:Shift financial estimates
Financial estimateRevenue estimate
Valuation estimate
Analog:Shift leadership team
Management profileNumber of profiles
Profiles12 records
Analog:Shift funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Analog:Shift M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Analog:Shift
What does Analog:Shift do?
Analog:Shift is a direct-to-consumer retailer of vintage, neo-vintage, and pre-owned luxury mechanical timepieces, selling individual watches from brands such as Patek Philippe, A. Lange & Söhne, Audemars Piguet, Cartier, Omega, Tudor, and Breitling through its Shopify storefront with weekly curated inventory drops. It also buys watches from collectors (via mail-in/in-person assessment at its NYC office with payment within three working days) and offers watch accessories (straps, boxes) plus horological content through the Transmissions blog and YouTube channel.
Is Analog:Shift a public or private company?
Analog:Shift is a private company. It is classified as corporate owned and is currently operating.
When was Analog:Shift founded?
Analog:Shift was founded in 2012. It employs 1 to 10 people.
Where is Analog:Shift based?
Analog:Shift is headquartered in Newyork, United Kingdom, in the Europe region.
How does Analog:Shift make money?
One revenue line is on record: watch Sales.
Who are Analog:Shift's main competitors?
Direct peers on record are Watchfinder & Co., Bob's Watches, Crown & Caliber and Chrono24. Emerging players are Bezel and Hodinkee. Broad incumbents are Phillips Watches, Christie's Watches and Sotheby's Watches. European Watch Company is listed as a regional player.
Does Analog:Shift have an API?
No public API is recorded for Analog:Shift.
What industry is Analog:Shift in?
Analog:Shift's product category is Vintage Watch Retail. Its primary akta.pro industry code is CRAKAGAI, Pre-owned/Vintage Jewelry & Watch Retail (Resale), with a secondary code of CRAKAGAD, Watch & Timepiece Retail. Its NAICS code is 45951 and its SIC code is 3873.