In a January 2022 interview, WatchBox CEO Justin Reis explained why he believed buyers were turning to pre-owned luxury watches, how he thought collectors should approach buying and trading, and what trust should look like when choosing a seller. His comments offer a snapshot of the market and WatchBox’s position at that time—not a current market forecast.
What did Justin Reis say was driving pre-owned watch demand?
Speaking with MONOCHROME in January 2022, Reis pointed to several forces behind interest in the secondary market:
- Limited access to sought-after new watches: Buyers unable to obtain certain models through primary retail might look to the pre-owned market.
- Access to scarce or discontinued references: The secondary market can offer watches no longer readily available new.
- Greater price transparency: Reis said buyers had more visibility into market values.
- A stronger resale culture: He saw more consumers treating watches as items they might later sell or trade.
Reis also described the pandemic period as accelerating collector interest. These were his explanations in 2022, not independently measured causes. His expectation then that demand would continue to exceed primary-market supply should be understood as a forecast made at that time.
What has changed in consumer interest since the interview?
Later survey evidence points to greater stated interest in buying pre-owned, but it does not establish transaction volume or total market value. Deloitte Switzerland’s 2024 Swiss Watch Industry Insights reported that respondents’ likelihood of buying a pre-owned watch in the next 12 months doubled between 2020 and 2024, while the share saying they were not interested almost halved. Deloitte’s 2025 study announcement characterized Generation Z as driving demand.
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#1 Best Overall
- Imported
- Pre-Loved Condition: Very Good; Minor scratches and wear on case and band.
- Case Size/Width: 36mm, Watch Height: 12mm, Band Width: 20mm, Wrist circumference: 7.0"
- Band material: Stainless steel with 18k yellow gold.
- Case material: Stainless Steel
These findings describe survey responses and interest, not completed purchases. The available figures do not establish a current global pre-owned watch market valuation.
How did WatchBox describe its business model?
Reis described WatchBox as an inventory-based seller: the company owned and authenticated the watches it sold. He said it aimed to offer pieces in close-to-mint condition while preserving value. Those are Reis’s descriptions in the interview, not an independent audit of every watch or of the company’s processes.
Rank #2
- Pre-Loved Condition: Excellent; Faint scratching throughout hardware
- 31mm
- Made in Switzerland
- Hidden Crown Clasp
- Signature upon delivery required
He put trust at the center of the buying relationship: “A trusting relationship with the seller or dealer is among the most important factors in collecting, whether you are a novice or experienced collector.” He also said, “Trust is the foundation for so much enjoyment – for both the collector and a company like WatchBox.”
What should you check before buying a pre-owned luxury watch?
Reis named authenticity, accurate condition descriptions, a warranty against mechanical defects, and transparency about market value as important trust factors. Use those as a starting point when comparing sellers and listings:
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- Pre-Loved Condition: Excellent; Faint scratching to hardware
- 28mm
- Made in Switzerland
- Hidden crown clasp
- Signature upon delivery required
- Seller and authentication: Check who is selling the watch, what authentication process is described, and what recourse is available if a problem is found.
- Condition and originality: Look for a clear account of wear, replaced parts, refinishing, and any deviations from the original configuration. Ask for additional photographs or clarification when details are missing.
- Warranty and returns: Read the exact warranty coverage, exclusions, duration, and return conditions. A mechanical-defect warranty is not necessarily the same as a guarantee against every issue.
- Price context: Compare the asking price with similar examples, accounting for reference, condition, originality, included accessories, and service history.
- Records and documentation: Request available service records, papers, and box or accessories, and confirm precisely what is included. Documentation is useful context but should not replace authentication.
What practical advice did Reis give collectors?
Reis’s advice was to buy watches that genuinely interest you, understand what appeals to you about a particular piece, and trade watches that no longer bring enjoyment. In his words: “Have the confidence to collect eclectically, buying watches you truly like, and trading pieces that no longer bring you enjoyment or that serve as steppingstones to something else.”
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What historical figures did WatchBox report?
In a November 2021 WatchPro interview, WatchBox figures attributed to Reis included cumulative sales of $1 billion over five years, annual sales of $300 million, and an average selling price that had risen from about $8,500 at launch to close to $20,000 by November 2021. These are historical reported company figures, not current or independently audited results.
Quick Recap
Best Value
- Excellent condition - Minimal signs of wear consistent with pre-owned use.
- Wrist Size (in): 7.25, Case Height (mm): 14.00, Case Width (mm): 43.00
- This item is pre-owned and may show light signs of wear. Please refer to the condition and photos.
- Comes with a myGemma Certificate Of Authenticity.
Rank #4
- 42mm Stainless Steel Case
- Stainless Steel Bracelet
- Blue Sunray Dial
- 5 ATM
- MSRP: 1250.00
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