WHY NO ROLEX?

Our choice to exclude Rolex from our resale business is strategic, and absolutely no one else does this. This decision means we are walking away from a huge slice of the resale market—Rolex alone accounts for 34.2% of global transaction volume in the secondary luxury watch market, and the next seven major brands combined still total less than Rolex by itself. 

Rolex is not just large; it is unusually dominant. Chrono24’s analysis found Rolex represented 34.2% of global transaction volume on the secondary luxury watch market. Omega, Patek Philippe, Cartier, Audemars Piguet, Breitling, and IWC together accounted for 32.6%, which still trails Rolex alone. However, the broader pre-owned luxury watch market is also large and continues to grow. Grand View Research estimated the global pre-owned luxury watches market at USD 24.38 billion in 2023 and projected it to reach USD 45.01 billion by 2030. 

Our decision to exclude Rolex hinges on two key factors. 

Collector-First Commitment

First and foremost, we are a collector-first company. Not only do we support the watch collecting community, but we’re also watch collectors ourselves. That said, preserving our personal relationships and integrity with Rolex authorized dealers is paramount to us. This very public approach removes all friction and extends maximum transparency with our ADs who trust us. We strive to make it clear publicly; when we buy a watch from Rolex, we’re buying that watch as a collector to wear, enjoy, and hold long-term. 

This unique stance protects our most valuable asset in the watch trade, our reputation. Resale businesses hinge on access, credibility, and goodwill with other resellers and our clients. These relationships can become fragile when a reseller is seen as competing too aggressively with primary-market dealers or creating friction around brand-controlled supply. In short, we deliberately choose to remove ourselves from this fray altogether. 

As a reseller, we want to be perceived as careful, selective, and aligned with legitimate sourcing.  For a boutique concierge business like ours, this level of transparent trust can be more durable than chasing every possible sale. At the end of the day, reputation is part of the product we sell. 

“We don’t want to be the largest watch reseller in Central Kentucky, we want to be the most trusted.” – Matt Jury

Protecting You and Protecting Us

Lastly, this unique approach lowers our exposure to counterfeit and authenticity risk. Rolex is one of the most frequently contested brands in the secondary market because counterfeit and altered watches are a recurring issue. Rolex’s own litigation has alleged that some secondary-market sellers marketed watches as “100% genuine” while the items contained non-Rolex parts, altered engravings, or substandard gem settings. 

That creates a serious business problem for any reseller: the cost of authenticating Rolex properly is high, the consequences of getting it wrong are severe, and consumer expectations are exceptionally strict. By excluding Rolex altogether, we avoid the category with the highest combination of scrutiny, fraud exposure, and reputational downside. Our principled stance also helps us to avoid competing in a market where Rolex is both dominant and contentious. 

The dominance of Rolex is attractive, but it also means the category is crowded, highly visible, and heavily price-sensitive. We have no interest in competing against massive market liquidity, aggressive professional dealers, and a constant flow of inventory and pricing commentary. By contrast, excluding Rolex lets us focus our efforts on the brands that comprise the remaining 65% of the market, where high demand, strong market presence, and great value remain. Brands like Tudor, Breitling, IWC, Ball, Omega, Hamilton and many others all have a strong following and make incredible timepieces.  

Why give up that volume? 

Our business is not scaled like a major platform, so the incremental revenue does not justify the added complexity and risk. As a relationship-driven reseller, the better strategy for us is to concentrate on brands where we can source faster, make fewer mistakes, and preserve more trust per transaction.

Rolex inventory is easy to sell; trust is harder to earn. Building a reputation for restraint is where we thrive. We don’t run this business to put food on the table or to pay the utilities. We opened Jury + Field to source great watches, educate the public, and to serve our collectors with authenticity and care. 

“Our clients never have to wonder if a transaction is being pushed for short-term margin. We’d rather close our doors than do business like that.” – Matt Jury