WindItUp is an independent off-market dealer of premium watches. We are not jewellers, we are not a manufacturer — we sit on the secondary market and source pieces that ordinarily live behind a waitlist.

We work the global trade floor. You'll find us at Munichtime and Inhorgenta in Munich, at Watches and Wonders in Geneva, at Dubai Watch Week, and at the Hong Kong shows. 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 off-market means

A off-market watch is a watch 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 off-market pieces start their lives at an authorised dealer, are sold to a first owner, and then enter the resale market.

The advantage of off-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

Every piece we resell is opened, inspected and authenticated by our in-house authenticator before it leaves 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We do not publish a client list.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. NDA is available on request for any transaction. 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

Around forty per cent of our volume is to other dealers, jewelers and brokers. If you are in the trade, open a B2B account— we'll send a verified-trade pricing sheet within 12 working hours.