A luxury watch expert has revealed her top tips and tricks for investing in a high-end timepiece. She pinpoints which brands and designs will give you the best return on your purchase, while also sharing advice for those hoping for a more budget-friendly timepiece. piece on the second-hand market.
The luxury watch market has exploded recently, with a huge increase in interest in classic brands such as Rolex, Omega, Tag Heuer and Cartier.
Celebrities are more obsessed with watches than ever, with everyone from Nicole Kidman to Tom Brady seen flaunting luxury designs during public appearances.
This recent obsession has made it virtually impossible for buyers to get their hands on new designs from these brands – and has resulted in timepiece fans having to jump through multiple hoops to own a sought-after design.
Owning a luxury watch is a serious status symbol, which is one of the reasons why it’s harder to find luxury options from brands like Rolex. Nicole Kidman is seen wearing a timepiece
Celebrities often show off exclusive, hard-to-find watches, which has led to the rise of anyone who wants a classic watch from a buzzing brand
Kylie Jenner has an enviable watch collection and even bought a Rolex for her five-year-old daughter Stormi
Jess Chow founded Vieren in Toronto in 2020 with creative director Sunny Fong, former winner of Project Runway Canada, and now offers advice on investing in a luxury watch
Premium watches are almost as hard to come by these days as the Hermes Birkin bags – requiring an exhausting purchasing process that forces fashion fans to befriend sales associates and spend big bucks on other branded items until they become ‘worthy’. ‘ considered enough to get the chance to buy a premium handbag.
As a result, many have turned to the second-hand market to track down their dream watches. But while buying a used timepiece can help reduce astronomical prices, opting for a vintage design can also come with risks, like falling for a knockoff or finding yourself with a broken product.
In short, the world of watches has become increasingly broader – and therefore much more complicated.
But luckily help is now at hand, thanks to luxury watch expert and brand founder Jess Chow, who launched her own timepiece brand To celebrate after watching her parents navigate the industry for years.
Her parents, both watchmakers, met at Baselworld, the global watch and jewelry fair that takes place every spring in Switzerland.
Now the Toronto-based entrepreneur independently creates watches that focus on form and function while pushing the boundaries of luxury watch design. Chow collaborates with the brand’s creative director, Sunny Fong, a former winner of Project Runway Canada, to create high-end, limited-edition collections.
Chow, who has created a brand that is “on a mission to reinvent the automatic watch,” tells DailyMail.com about bringing her vision to life and why customers should invest in timeless, elegant timepieces.
Is it really worth investing in a luxury timepiece?
With the rise of fast fashion, it’s easy for people to swap expensive watches for cheaper options.
Chow explains that “mechanical timepieces are a living piece of history and people are trying to connect to something bigger than themselves,” and jokes, “If AI takes over the world one day, you know you can still rely on an automatic timepiece on your wrist to keep you moving forward.’
Instead of buying cheap offerings, Chow believes it’s important to look for low-key luxury pieces that will stand the test of time, in monochrome and metallic palettes that make it easy to wear.
The luxury watch designer creates exclusive collections with a modern design and matches her manicure with the products to show it off
What are the advantages of buying an automatic watch ?
Automatic watches are self-winding timepieces that don’t require manual winding if worn regularly – and while you may not see many of them, Chow is working to bring them back.
In the past, these timepieces have been seen as expensive and inaccessible, but Chow wants new generations to embrace the style.
“Automatic watches are timeless modern luxury pieces that can tell time forever without a battery, and a craft honed over generations that is increasingly lost in today’s digital world,” Chow explains.
Chow is working to bring the “craftsmanship that has existed for centuries to a generation that has not yet had the experience of wearing an automatic watch.”
“While automatic timepieces are investment pieces that will last for years, we believe you don’t have to sacrifice your lifestyle to experience this technology for the first time,” the expert emphasizes. That’s why her timepieces start at around $2,000 or $3,000.
Automatic watches do not require a battery and can power themselves as long as they are worn regularly
According to Chow, Swiss craftsmanship makes a difference, and her watches are handmade in La-Chaux-de-Fonds and Certified Swiss made
Vieren makes unique timepieces, such as a recent collection inspired by the famous Studio 54 in New York City
How do you choose the right automatic watch?
Chow tells people to look for the ‘three M’s’: movement, materials and form. It is best to invest in a watch made of stainless steel or scratch-resistant sapphire glass with accents of gold, gemstone or diamond, because ‘those subtle details make it a luxury watch.’
It is also useful to look for certified Swiss timepieces, where the label is on the dial or case back. Chow calls these “the most well-made and reliable timepieces in the world.”
Chow wants potential customers to look for “iconic styles are thoughtfully designed for long-lasting wear” and “big enough to make a statement, but not too big to fit under a nice suit or jacket.”
It can be tempting to try new trends, but Chow believes that “a quality timepiece should last a long time and be relevant for ten years.” For those who want to try a trend, Chow suggests “looking for quartz timepieces that use a battery to tell the time,” as they tend to be cheaper and require less maintenance.
If you want to start a collection, “look for discontinued watch models, which are highly collectible and more sought after on the resale market.”
Does it make sense to buy a second-hand timepiece?
According to Chow, buying a second-hand watch makes sense if you “collect heritage watches.”
However, it is extremely important to know that you are getting the real deal. Therefore, she recommends that you always look for an authorized certification and work with reputable dealers.
Chow also recommends inspecting the watch in person to ensure it looks the same, as photos are not always accurate and fakes are common.
The Canadian-based brand carefully crafts each timepiece for more than six months to ensure it will stand the test of time
Chow recommends investing in watches with gold, gemstone or diamond accents to make them stand out
It is important not to wear your watch in the shower or when going swimming because while most luxury watches can survive getting wet, they cannot go underwater
Is it easy to maintain an automatic watch?
While it may be tempting to only give out your new purchase for special occasions, it’s actually better to wear your new bling on a daily basis.
“Wearing an automatic watch every day ensures the gears are in use and lubricated for optimal performance,” says Chow.
If you notice that you do not always wear the watch, a watch winder ensures that it continues to run.
And while many watches, including the Fours options, are water resistant, it’s best not to shower or bathe with your watch on, as this can cause the gears to bend and warp.
In addition, it is important that you bring your watch in for maintenance every three to five years so that the entire watch can be taken apart, cleaned and repaired.
If you plan to resell the timepiece in the future, make sure the watch is in perfect condition and be sure to store the box, packaging and paperwork in a cool, dry place.