Tech Startups Aim to Bring Trust and Transparency to the Secondary Watch Market

New digital platforms are using AI and data tools to address longstanding challenges in the pre-owned luxury watch industry.

Apr. 19, 2026 at 9:48am

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A high-end, photorealistic studio still-life photograph showing the intricate gears and mechanisms of a luxury watch movement, symbolizing the complex inner workings and value of the pre-owned watch industry.The secondary market for pre-owned luxury watches is undergoing a digital transformation, with new platforms leveraging AI and data to bring greater transparency and trust to an industry long plagued by authentication concerns.Malibu Today

A new wave of tech startups is working to transform the secondary market for luxury watches, which has long been plagued by a lack of pricing transparency and concerns about authenticity. Companies like Bezel, Reklaim, and EveryWatch are using AI, data analytics, and digital tools to bring more structure and trust to an industry that has been described as the 'Wild West' of used goods. Meanwhile, Rolex's new certified pre-owned (CPO) program is also shaking up the market, with estimates that it could account for up to half of the $30 billion secondary watch trade.

Why it matters

The secondary market for luxury watches is massive, estimated at $25-30 billion annually, and is poised to eventually eclipse sales of new watches. However, the lack of transparency and authentication concerns have long held back the industry's growth. By developing new technologies and services, these startups aim to bring more trust and liquidity to the pre-owned watch trade, potentially unlocking significant value for both buyers and sellers.

The details

Quaid Walker, CEO of Bezel, an online marketplace for pre-owned luxury watches, was inspired to start the company after a frustrating personal experience trying to purchase a used Rolex. Bezel and other new platforms are using AI to help authenticate and price watches before they are listed for sale. Meanwhile, companies like Reklaim are supplying major retailers with pre-owned watches that have been thoroughly vetted. Digital tools from platforms like EveryWatch and Collected.io are also giving collectors new ways to manage and track the provenance of their watch collections. While some traditional dealers remain skeptical of technology's role, the entry of Rolex's CPO program, which is estimated to account for hundreds of millions in sales, is seen as a major validation of the secondary market's growth potential.

  • In 2019, Quaid Walker began searching for a pre-owned Rolex Submariner model while working at Google.
  • Bezel was founded in 2021 to address the challenges Walker faced in the pre-owned watch market.
  • Rolex introduced its certified pre-owned (CPO) program through authorized dealers in late 2022.
  • Reklaim, a pre-owned watch and handbag platform, was founded in 2022 by Kamran Razavi and Jamie Thomas.
  • EveryWatch, a platform that aggregates data on pre-owned luxury watch values, was co-founded by Giovanni Prigigallo in 2023.

The players

Quaid Walker

The chief executive of Bezel, an online marketplace for pre-owned luxury watches, who was inspired to start the company after a frustrating personal experience trying to purchase a used Rolex.

Kamran Razavi

A tech entrepreneur in Los Angeles who co-founded Reklaim, a pre-owned watch and handbag platform that supplies retailers with vetted pre-owned Rolex watches.

Jamie Thomas

A watch wholesaler who co-founded Reklaim with Kamran Razavi.

Giovanni Prigigallo

A former biomedical engineer who co-founded EveryWatch, a platform that aggregates data on pre-owned luxury watch values and provides digital tools for collectors.

Ben Horesh

The chief executive of EveryWatch, who joined the company in 2023 from the computer games industry.

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What they’re saying

“We build it like a technology business and authenticate everything in house so you can trust that overall process.”

— Quaid Walker, CEO, Bezel

“The core of this company is a very sophisticated machine-learning and A.I. interface that ingests $10 billion worth of pre-owned luxury bags and watches.”

— Kamran Razavi, CEO, Reklaim

“When it comes time to sell the watch, being able to sell it with that history is important.”

— Ben Horesh, CEO, EveryWatch

“I started to analyze the friction points of the industry. You have dealers concerned with being defrauded, and then the consumer on the other side of the screen saying, 'I hope this is OK,' right before they hit send on a $50,000 wire transfer.”

— Tim Bender, Vintage watch dealer, Collected.io

“The real game changer is Rolex C.P.O.”

— Oliver R. Müller, Founder, LuxeConsult

What’s next

Rolex is expected to continue expanding its certified pre-owned program, which could significantly impact the dynamics of the secondary watch market. Additionally, as more tech startups enter the space, there will likely be ongoing innovation and competition to bring greater transparency and trust to pre-owned watch sales.

The takeaway

The emergence of tech-driven platforms and Rolex's certified pre-owned program are poised to transform the long-opaque secondary market for luxury watches. By addressing longstanding challenges around pricing, authentication, and provenance, these new solutions have the potential to unlock significant value and growth in this massive industry.