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Founder of The Jewels Club, Andrew creates platforms that connect the world of jewellery through community, content and access.
The luxury watch market has never been more visible. Collectors can track auction results in real time, compare listings across multiple platforms and research almost any reference before making a purchase.
Yet while buying a luxury watch has become increasingly transparent, selling one often remains a very different experience.
For many collectors, the process involves approaching multiple dealers, completing the same paperwork repeatedly, comparing widely different offers and trying to determine whether a private sale or auction route will deliver the best result. According to EveryWatch, these challenges are not occasional frustrations but common features of today’s secondary watch market.
The company has launched EveryWatch Sales Advisory, a new platform designed to help collectors navigate the selling process through a combination of market data, selling guidance and access to a network of professional buyers.
The secondary watch market continues to grow, but much of the industry’s attention has focused on helping collectors buy watches rather than sell them.
EveryWatch argues that sellers frequently face three key challenges. The first is valuation. The same watch can attract significantly different offers depending on which dealer, platform or auction house is approached. The second is administration, with sellers often required to repeatedly provide photographs, documentation and watch details to multiple parties. The third is uncertainty, particularly when deciding whether a watch is better suited to a dealer sale or an auction.
As Giovanni Prigigallo, Co-Founder of EveryWatch, explains:
“Selling a luxury watch privately is harder than it should be. You repeat the same process with every dealer, get wildly different offers, and have no real way to know which channel — auction or private sale — will actually get you the best result. We built Sales Advisory to fix exactly that.”
Giovanni Prigigallo, Founder of EveryWatch
Giovanni Prigigallo, Founder of EveryWatch, whose latest initiative aims to bring greater transparency and confidence to the luxury watch resale market
A central part of EveryWatch’s approach is the use of live market data to validate reserve prices and guide sellers towards what it believes is the most suitable sales route.
According to the company, reserve recommendations are informed by recent comparable sales, auction results and current dealer demand rather than relying solely on opinion or individual offers. Sellers receive feedback on whether their expectations align with current market conditions and can adjust their strategy accordingly.
This reflects a wider shift within the luxury sector, where data-driven decision making is increasingly being used to improve transparency and confidence in the resale market.
Trust remains one of the most significant concerns when selling a high-value watch privately.
EveryWatch’s platform is built around a network of pre-qualified professional dealers and auction houses. The company states that buyers are assessed for reliability, payment history and professionalism before being granted access to seller submissions. Unverified private buyers are not included within the network.
Prigigallo believes this shifts responsibility away from individual collectors.
“Right now, the burden of vetting buyers falls entirely on the seller. That’s backwards. On EveryWatch, every buyer is pre-qualified before they ever see a submission. Sellers should be thinking about price, not whether the person on the other end of the deal is real.”
Giovanni Prigigallo, Founder of EveryWatch
Another notable aspect of the platform is its fee structure.
EveryWatch states that the service is completely free for sellers, with revenue generated through fixed fees paid by professional buyers once a transaction has successfully completed.
The company believes this creates closer alignment between its objectives and those of the seller.
“We only earn when a sale completes, and that fee comes from the professional buyer — never the seller. When
your incentives are properly aligned, you stop needing to advertise trust. You just operate that way.”
Giovanni Prigigallo, Founder of EveryWatch
Perhaps the most interesting aspect of the launch is what it says about the future direction of luxury watch resale.
For years, much of the innovation within the sector has focused on helping buyers discover, compare and acquire watches. Services such as EveryWatch Sales Advisory suggest increasing attention is now being paid to the seller experience itself.
Whether through improved transparency, better market intelligence, stronger buyer verification or reduced administrative friction, platforms are beginning to address problems that collectors have often accepted as unavoidable.
As the secondary watch market continues to mature, the businesses that simplify the selling journey may become just as important as those that transformed buying.
Luxury watch resale has become a sophisticated global marketplace, yet many sellers still face uncertainty when trying to achieve a fair outcome. EveryWatch’s new Sales Advisory platform highlights a growing focus on solving seller-side challenges through data, transparency and buyer verification. While the long-term impact remains to be seen, it reflects a wider industry trend towards making the resale experience more efficient, informed and secure.
Collectors interested in learning more about EveryWatch Sales Advisory can submit their watches through the platform’s dedicated seller service, which combines market analysis, buyer matching and sales route guidance for the secondary luxury watch market.
As a member of The Jewels Club, you can use this link for free access to EveryWatch for 3 months.
Use code tjc26 while signing up. Or use this link https://everywatch.com/sign-up?invitationCode=tjc26
Alternativley you scan the QR code below
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