Dave Portnoy announced an 80% markdown on Brick Watch Company’s range before Black Friday 2024 and described the move as an admission of defeat, according to Time+Tide’s 29 November 2024 report. That was a historical announcement—not proof of a final sale price, a continuing promotion, or Brick’s current trading status.
What happened to Brick Watch Company?
Time+Tide reported that Portnoy announced the clearance in an Instagram video after the celebrity-backed brand struggled to gain traction. The report quotes him saying: “I got my ass f**king handed to me… this is me admitting defeat.”
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The reported 80% reduction applied to the watch range as announced ahead of Black Friday 2024. No evidence in the available reporting confirms how many watches ultimately sold, whether every model received the same realized price, or whether the promotion continued after that period.
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A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11Portnoy reportedly blamed “watch nerds” for the reception and acknowledged that he had misunderstood the watch industry and its community. The original Instagram video was not independently reviewed for this account, so those remarks are presented as Time+Tide’s report of the video.
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Why did the venture struggle?
The reporting points to a mismatch between celebrity appeal and the expectations of enthusiasts. Portnoy’s own explanation, as reported, was that he did not understand the watch industry or its community. That is an account of the founder’s view, not a measured market study establishing a single cause of failure.
Time+Tide described Brick as having launched around 2022 and characterized its range as two generic white-label designs. The article also reproduced a social-media comment that read, “Dave, with all due respect, everybody loves you, but nobody wants these watches.” That comment is an individual reaction, not evidence of a universal consumer opinion or a quantified demand measure.
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The same report compared the designs with inexpensive watches elsewhere, but it did not identify a specific listing supporting its cited US$42 comparison. That figure should therefore not be treated as an independently established equivalent price or manufacturing cost.
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Which Brick watches were named?
The report identified two models and their movements. It did not provide enough verified information about case dimensions, water resistance, crystal, bracelet, warranty, production quantity, or realized sale prices to support a buying guide or technical value ranking.
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| Model | Movement reported by Time+Tide | What is not established in the report |
|---|---|---|
| Classic | Sellita SW 200-1 mechanical movement | Current price, remaining inventory, detailed specifications, and warranty terms |
| Chrono-Diver | Ronda Startech 5040.D quartz movement | Current price, remaining inventory, detailed specifications, and warranty terms |
Classic
The Classic was reported as using Sellita’s SW 200-1, an automatic mechanical movement. The source does not establish the exact grade, regulation, accuracy, or service policy used in Brick’s watch.
Chrono-Diver
The Chrono-Diver was reported as using the Ronda Startech 5040.D quartz movement. The available account does not verify its water-resistance rating, chronograph configuration, case construction, or battery-service arrangements.
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Were Brick watches really 80% off?
“80% off” describes Portnoy’s announced markdown, as reported in November 2024. It should not be read as a verified final transaction price, a permanent reduction, or a discount that is still available. The reporting does not establish the original and final prices for each model or confirm that all units sold at the advertised reduction.
Is Brick Watch Company still operating?
The report does not establish Brick’s present inventory, corporate status, website activity, or authorized retail availability. It also does not verify a current Amazon listing. Anyone considering a purchase would need up-to-date confirmation directly from a verifiable seller; the 2024 announcement alone cannot establish that watches remain available.
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What the story does—and does not—show
- It shows that Portnoy publicly announced a broad markdown and framed it as defeat in late 2024.
- It records his reported criticism of, and self-described misunderstanding of, the enthusiast watch community.
- It identifies the Classic and Chrono-Diver and the movements attributed to each.
- It does not provide a market-size statistic, independent demand study, audited sales results, final clearance outcome, or confirmed current availability.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
