About WindItUp —

A working dealer.Independent · Authenticated · Worldwide

WindItUp is an independent secondary market watch dealer. We are not jewellers and we are not a manufacturer — we buy and sell on the secondary market, and source pieces that ordinarily live behind a waitlist.

We work the global trade floor. We source watches from all over the globe to ensure every client gets exactly what they want, and you'll find us at the WTA Munich Shows, the HKWJG Show in Hong Kong and the IWJG Shows in the USA, with our head office in Dubai. Most of our supply comes from the trade — other dealers, brokers, and collectors disposing through us. We sell to private collectors and to the trade. We are not affiliated with any of the brands we resell.

What the secondary market means

A secondary market watch is one sold outside the brand's official authorised dealer network. The watches themselves are genuine — the same watches Rolex, Patek and Cartier sell. The difference is the route they travel. Most secondary market pieces start their lives at an authorised dealer, are sold to a first owner, and then enter the resale market.

The advantage of the secondary market for the buyer is access — references that are unavailable, allocated, or waitlisted at retail. The trade-off is that the manufacturer's warranty is typically attached to the first authorised buyer, not to subsequent owners. We provide our own warranty on every watch.

Authentication

All our pieces are 100% authenticated before they leave the safe. We check movement serial numbers, bezel and dial markings, and the small structural details that separate a genuine reference from a convincing imitation. Authenticity is unconditionally guaranteed for the lifetime of our ownership of the piece.

Discretion

We do not publish a client list. We do not name names. Photography of pieces leaves the studio with the piece — there is no archive of who bought what, beyond what tax law requires us to retain.

Trade

B2B dealers, jewelers and brokers — get in touch to open a trade relationship. We reply within 24 hours.