Inside Watches Established: The Private Luxury Watch House Redefining Trust in the Secondary Market

By combining private client service, expert authentication, and global sourcing, Watches Established is reshaping the luxury watch buying experience.

For decades, the secondary luxury watch market has operated on reputation, relationships, and trust. While collectors have long turned to independent dealers for access to coveted timepieces that rarely appear through authorized retailers, the experience has often been clouded by uncertainty. Questions surrounding authenticity, valuation, and transparency continue to make purchasing a pre-owned luxury watch one of the most significant acts of faith in the industry.

Watches Established was founded to change that experience. Established by CEO Allan Gousseinov, the Montreal-founded luxury watch house has built its reputation around a simple philosophy: buying a pre-owned luxury watch should feel every bit as premium as the watch itself. Operating between Montreal and Dubai, the company serves collectors throughout Canada, the United States, and internationally through a private, appointment-led model that prioritizes discretion, expertise, and long-term relationships over the traditional retail showroom.

Solving the Trust Problem in Luxury Watches

The rapid growth of the secondary luxury watch market has created unprecedented opportunities for collectors seeking rare and discontinued models from the world’s leading watchmakers. Yet as demand has increased, so too have concerns surrounding authenticity, pricing consistency, and the overall buying experience.

Rather than accepting these challenges as part of the business, Watches Established has designed every aspect of its operation to reduce uncertainty for buyers and sellers alike.

Each watch offered by the company carries the WE Certified mark after being inspected and authenticated by expert watchmakers. Every purchase is backed by a 100 percent authenticity guarantee, providing collectors with greater confidence when acquiring valuable timepieces outside traditional authorized dealer channels.

“Buying a $50,000 watch outside an authorized dealer is still, for most people, an act of faith,” Gousseinov said. “Faith in the authenticity, the price, and whether the deal closes the way it was promised. That’s the story worth telling, and everything about our business is the evidence for it.”

A Private Watch House Instead of a Retail Store

Unlike many luxury watch dealers that rely on storefronts or anonymous online listings, Watches Established operates as a private luxury watch house where appointments and relationships guide every client’s experience.

The company serves seasoned collectors, first-time luxury buyers, and international clients seeking discretion when making significant purchases. Rather than emphasizing volume, the business focuses on personalized consultations that allow clients to access direct expertise throughout the buying, sourcing, or selling process.

Its inventory spans more than 7,000 references across seventeen of the world’s most respected watchmakers, including Rolex, Patek Philippe, Audemars Piguet, Richard Mille, Cartier, Omega, Tudor, Vacheron Constantin, Jaeger-LeCoultre, Breitling, IWC, Panerai, Hublot, Breguet, Chopard, Bvlgari, and Ulysse Nardin. Available timepieces range from sought-after sports models to highly exclusive pieces valued at hundreds of thousands of dollars, with many premium watches offered on a price-on-request basis to maintain client privacy.

Founder-Led Expertise in a Fast-Moving Market

While technology has transformed many aspects of luxury retail, Gousseinov believes experience and judgment remain irreplaceable when evaluating rare watches.

Every valuation continues to pass through him personally rather than relying solely on automated pricing tools or standardized market sheets.

“In a market that moves weekly, the judgement call on what a piece is really worth is the product,” Gousseinov said. “I make that call personally on every deal.”

The same philosophy extends throughout the company’s authentication standards, sourcing decisions, and client relationships. By remaining directly involved in the most important aspects of each transaction, Watches Established aims to deliver the level of confidence expected from a private luxury advisory rather than a conventional retailer.

More Than Buying and Selling Watches

Beyond maintaining an extensive catalogue, Watches Established offers a complete range of services for collectors.

Clients can request international sourcing for difficult-to-find references through the company’s global dealer network, consign valuable pieces through a guaranteed-payout program, or commission aftermarket finishing and customization work tailored to their personal preferences. The company also offers luxury accessories, including straps, watch winders, carrying cases, and a branded wall clock collection.

Purchases shipped within Canada include complimentary fully insured white-glove delivery, reinforcing the company’s belief that every step of the ownership experience should reflect the quality of the watch itself.

Building a Global Brand Through Content

Remarkably, Watches Established achieved rapid growth without relying on traditional advertising or a retail storefront.

Over approximately two and a half years, the company expanded from a personal watch dealing operation into a team of around ten professionals serving clients across multiple continents. Much of that growth has been driven through educational and behind-the-scenes content shared across Instagram, TikTok, Facebook, and YouTube, where prospective collectors gain insight into real transactions, rare acquisitions, and the day-to-day realities of the luxury watch trade.

Rather than creating aspirational marketing campaigns, the company focuses on showing authentic moments that build familiarity and confidence among collectors.

The brand’s signature expression, “Growing your collection one MABROOK at a time,” reflects this philosophy. Derived from the Arabic word for “congratulations,” MABROOK has become the team’s way of celebrating every successful client delivery and symbolizes the personal relationships built throughout each transaction.

Teaching the Next Generation of Watch Professionals

Watches Established has also expanded beyond retail through Watches Established Academy, an educational platform designed for aspiring dealers, collectors, and entrepreneurs interested in the luxury watch business.

The curriculum covers technical knowledge, authentication practices, sourcing strategies, negotiation, dealer relationships, inventory management, and the economics of the global watch market. Rather than teaching theory alone, the academy is built directly from the company’s own operating practices and real-world experience.

“I think an industry built on withheld information deserves someone willing to open it up,” Gousseinov said.

By openly sharing knowledge traditionally kept behind closed doors, the academy reflects the same commitment to transparency that defines the company’s client services.

Looking Ahead

As luxury watches continue to attract collectors, investors, and enthusiasts around the world, trust remains one of the industry’s most valuable commodities. Watches Established believes lasting success comes not from simply facilitating transactions but from building relationships that continue long after a watch changes hands.

Through private client service, rigorous authentication, founder-led valuation, international sourcing, educational leadership, and an unwavering focus on transparency, the company continues to redefine what collectors should expect from the secondary luxury watch market.

About Watches Established

Watches Established is a Montreal-founded private luxury watch house specializing in buying, selling, sourcing, and consigning pre-owned and hard-to-source timepieces from many of the world’s leading watchmakers. Operating between Canada and Dubai, the company serves collectors across North America and internationally through an appointment-led model centered on discretion, expertise, and personalized service. Every watch is authenticated under the company’s WE Certified standard and backed by a 100 percent authenticity guarantee. Watches Established also operates Watches Established Academy, an educational platform dedicated to teaching the business of luxury watch trading. Watches Established is an independent dealer and is not affiliated with, authorized by, or sponsored by any of the watch brands it represents.

Learn More About Watches Established

Collectors interested in buying, selling, sourcing, or consigning luxury timepieces can learn more about Watches Established by visiting watchesestablished.com. The company also shares its latest acquisitions, market insights, and educational content on Instagram and TikTok. For direct inquiries or to schedule a private consultation, contact the team at info@watchesestablished.com or call +1 (514) 583-3153.