The global CEO of the luxury watch and jewellery platform shares his insights on the evolving landscape of watch collecting, the emotional journey of collectors, and the strategic disruptions reshaping an industry steeped in tradition
“Everyone today likes to tell their own story, people want something that’s unique,” says Justin Reis, Global CEO of The 1916 Company. Launched in November 2023, the new company merged WatchBox—co-founded by Reis in 2017 as a platform for enthusiasts to collect, trade and learn about watches—with their expanding reach in other areas.
Now their multidimensional offering includes a network of authorised retail boutiques and salons, a client advisory business, fine jewellery, global collectors’ lounges, a partnership with the Rolex Certified Pre-Owned programme, and an investment in independent watchmaker De Bethune, all under the umbrella of The 1916 Company.
An industry powerhouse with a community numbering over 50,000 collectors, the key to their rapid ascension over the past seven years lies in pinpointing the emotional value of collecting. “Fifty per cent is product, but the other 50 per cent is having fun on this experience,” Reis explains. “Watches bring us together and that’s our commonality.”
He sits down with Tatler to share his personal journey, how independent brands are gaining traction and where the industry is headed next.
What is your most treasured watch?
I grew up in Asia and went to university in London. Watches were unattainable for me then, but my twin brother and I would always talk about what we would buy one day. On our 30th birthday, we met for dinner and had both unknowingly bought each other the same Rolex 50th anniversary “Kermit” watch. That’s a very important one for me and I wear it very frequently.
How has the industry changed over the last decade?
People [used to be] less educated about the collectability of timepieces. Now, with the age of the internet, access to information has created this incredible, outsized demand. It has been building up gradually and accelerated significantly through Covid. Asia was always a strong market, but the world is catching on. The consumer who wouldn’t ordinarily spend US$25,000 [around HK$195,780] on a watch now knows they’re not buying a dead asset.
How is The 1916 Company disrupting the industry?
The business started [by focusing on pre-owned pieces,] which gave us the opportunity to grow many locations worldwide and acquire fantastic customers. Our brand is built around the customer journey and providing access, so there isn’t that frustrating moment when you go into a retailer and aren’t able to be accommodated. We have brands that we invest in; we bring you to factories to meet the watchmaker; and we’re now one of the largest primary dealers in America too. When you add these together, we’re unique.