The Watches of Switzerland Group USA Acquires Analog Shift

The acquisition will provide Watches of Switzerland clients with an unprecedented offering of pre-owned and vintage timepieces, expanded trade-in programs and the ability to purchase with confidence.

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The acquisition of Analog Shift by Watches of Switzerland Group USA is the culmination of a partnership that began more than two years ago with the opening of the company’s Soho flagship in New York City.  Watches of Switzerland executives identified that a robust pre-owned and vintage offering was an essential component of a well-rounded assortment for their discerning clientele and tapped Analog Shift to provide an expertly curated selection. The continually evolving collection quickly became one of the strongest performing segments within the downtown location, which naturally led to conversations around expanding the relationship.

"As we began our entry into the US market back in 2018, we saw the pre-owned and vintage segment as a significant area of opportunity and Analog Shift as the ideal partner to help us realize that. Our relationship has had a very natural progression. It’s two liked-minded brands working together in a space that is poised for exceptional growth. Having them as the official pre-owned and vintage resource for The Watches of Switzerland Group offers a multitude of possibilities and will bring tremendous value to our clients."

Brian Duffy CEO of the Watches of Switzerland Group

“Very early on we realized the shared vision between our two companies to be best-in-class while not ascribing to industry norms,” notes James Lamdin, Founder of Analog Shift and now Watches of Switzerland’s Director of Vintage and Pre-Owned Timepieces. “Both brands look to bring character into watch purchasing and with our ability to tap into Watches of Switzerland’s premier retail organization, Analog Shift will be able to exponentially expand our services, bringing a cutting edge understanding of the secondary market exclusively to the Watches of Switzerland customer.”

With interest in vintage and pre-owned timepieces rapidly increasing, thanks to heightened consumer awareness and education, as well as the lack of availability of sought-after new releases from brands like Rolex, Audemars Piguet, Patek Philippe and Omega, Watches of Switzerland realized Analog Shift offered more opportunity, and unlocked notable value and authenticity in a space that at times can appear unregulated and volatile to the end consumer. By bringing Analog Shift under the Group umbrella, Watches of Switzerland once again differentiates itself from the competition, adding yet another facet to its unmatched service and client offerings. Together Watches of Switzerland and Analog Shift provide authenticity, trust, and value to a largely unregulated segment of the industry and stand behind the authenticity of their products in perpetuity. 

“With this acquisition, Analog Shift effectively becomes the ‘in-house’ pre-owned and vintage resources for Watches of Switzerland,” remarks Vincent Brasesco, former COO of Analog Shift, and now Watches of Switzerland’s Manager of Vintage and Pre-Owned Timepieces. “Clients will now have access to an unparalleled cross section of watches from all eras of history as well as a total immersion into the world of vintage timepieces in one place and backed by the expertise of two organizations which pride themselves on exceptional service” This announcement means an infusion of capital resources, as well as a significantly expanded distribution platform. Consumers will see an immediate and substantial increase in product offering with hundreds specialty timepieces expected to arrive online and at the Soho flagship in the coming weeks.  Stands outs will include vintage hits like a 1970 Patek Phillipe Golden Ellipse, to neo-vintage and classics such as Rolex GMT-Master originally sold by Watches of Switzerland in 1994. With prices ranging from $3,000 to $55,000+.

"Since opening our first US flagship in 2018, the company has taken great pride in offering visitors the most comprehensive and rewarding experiences, With the pre-owned and vintage markets often feeling uncertain for consumers, the trust in Analog Shift’s expertise and authenticity, firmly now residing within the Watches of Switzerland Group, will allow enthusiasts to purchase pre-owned pieces with the confidence they have come to expect through Watches of Switzerland."

David Hurley Executive Vice President of the Watches of Switzerland Group USA

The announcement will go live at 9 a.m. ET on Thursday, September 24 with 75 vintage and pre-owned timepieces becoming immediately available on Watches of Switzerland will be promoting the expanded partnership heavily to its clients through social media and targeted e-blasts.  In celebration, Brian Duffy, CEO of The Watches of Switzerland Group, will host an Instagram Live session with James Lamdin, Founder of Analog Shift and the new Director of Vintage and Pre-Owned Timepieces, at 12noon ET on @WatchesofSwitzerland_Official, during which the two will discuss the partnership and take questions from viewers.