Ben Rollins Photography
“When it is literally all your money, you are very very careful,” said Tutunikov, noting that the family owned company is very careful about the watches it buys and sells, as well as running a lean and mean organization. “The ethos and core of how we think about the business is to grow profitably. The reason I bring this up, is that it puts us in a position even if things slow down that we don’t need to cut back on our compensation or hiring plans.
Officially founded 14 years ago in 2009 by Tutunikov’s mother Victoria and stepfather Jake Rokhlin, the store had roots a few years earlier. According to Rokhlin, he and his wife started their own jewelry store in 2007 and in 2008 started selling watches online – with 60 watches in inventory. “We quickly realized that watches were the way to go and got out of jewelry. We became Swiss Watch Expo in 2009.”movement, $19,990.
“We don’t have multiple locations we are not paying for the overhead of those locations and we have one building and ship all over the world from Singapore to Switzerland from here. And that is one reason we are so competitive on pricing. We do it all ourselves. From our computer program, to our sales, our own photography, our watchmaking, polishing and shipping,” says Tutunikov.Swiss Watch Expo
As to the watches, Rokhlin does all the buying himself, typically buying 100 to 200 watches at a time to get better pricing. “We won’t take any with aftermarket changes or that are over polished, or excessively worn,” says Rokhlin. “We never take anything where the serial numbers are removed and try not to buy gray market. Our strength is in pre-owned watches with light wear that we can service and turn into a beauty.
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