The Omega Seamaster Co-Axial Chronometer is a luxury dive watch that's guaranteed submersible to 300. In our building,” he adds, “We also have a watchmaking atelier, operations rooms, photography studios where four full-time photographers work shooting for the website, my office and other rooms.” Having spent many years on a trading desk in New York, I wanted to create a similar atmosphere, one where everyone works together and can act fast to get things accomplished. As Tutunikov notes, “This encourages camaraderie and a faster flow of information. The sales and operations team sit at a monumental desk that bisects the showroom. “The showroom concept was created by a local designer with input from my mother, who has a creative eye for interiors,” Tutunikov explains. While the showroom’s elegant and hip industrial design ticks with thousands of premium timepieces in pristine showcases, subtle lighting and sleek furniture impart a gracious, clubby, low-key vibe. Located in the Buckhead area of Atlanta, the free-standing SwissWatchExpo building spans two floors and 7,000 square feet. is a top-rated sport chronograph that's beloved by athletes, race car drivers and other time travelers. More than 50 years after its creation, the Rolex Oyster Perpetual Cosmograph Daytona with green dial. “98% of the watches on our website are also on our premises, so the site is a mirror image of our inventory and what is in the show cases.” The SwissWatchExpo showroom functions as a distribution center for its E-Commerce business, so browsing the website is like stepping into the showroom and checking out the showcases. We believe we offer the most watches in a showroom anywhere in the USA,” Tutunikov says. “In his spare time,” Tutunikov says, “Jake started selling watches that he sourced and repaired locally, and also on Ebay. Having authenticated, serviced, and repaired luxury watches since the mid 1990s in Atlanta, Rokhlin was trained by Rolex and even ran a Rolex service center there. In advance of the winter holiday season, it’s not uncommon for the team to sell 50 watches a day.) While Victoria Rokhlin oversees the operations and sales teams day to day, her husband Jake Rokhlin is a master watchmaker with an entrepreneurial streak. Of course,” he adds, “our turnover of inventory has also increased substantially since the early days.” (SwissWatchExpo typically sells 20 to 30 watches per day. Today, Tutunikov reports, “Our inventory typically numbers from 2400 to 3000 watches at any given time, and we stopped selling jewelry after I came on board as CEO in 2016. When Victoria and Jake Rokhlin started out, their SwissWatchExpo storefront and website offered 60 watches for sale, plus jewelry. This is certainly meaningful and something to be proud of.” “Whether someone is buying a watch to celebrate a promotion, to commemorate a retirement, wedding, graduation, or a first bonus, if we can ensure they end up with a watch that they love, we play a role in that event’s memory staying alive and celebrated through the years. “There are significantly more customers financing $3,000 watches than $20,000 watches,” Tutunikov reports. In comparison,, which is owned by the global luxury holding company Richemont, offered 1,953 pre-owned watches on its website.) Like Watchfinder, SwissWatchExpo offers financing for those who may be unable to purchase a luxury watch upfront. (To place their family-owned business in perspective, SwissWatchExpo’s inventory numbered 2,500 pre-owned watches on the day that this writer checked. In fact, it’s the only global player in the luxury pre-owned watch market that runs without capital injections from private equity firms, or venture capitalists. Since its 2009 founding by Tutunikov’s mother Victoria and stepfather Jake Rokhlin, ’s growth has been nothing short of epic.
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