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Swiss Watch Expo

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From Wikipedia, the free encyclopedia

Swiss Watch Expo is an American retailer based in Atlanta. Founded in 2009, the company is one of the largest American retailers of pre-owned luxury watches. It stocks close to 40 brands, with Rolex making up about half of its business.

History

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Swiss Watch Expo was founded in Atlanta in 2009 by Victoria and Jake Rokhlin, immigrants from Ukraine.[1][2] Jake Rokhlin, who left Ukraine in 1989, completed Rolex's watchmaker training and worked for an Atlanta jeweler before going into business with his wife. Victoria Rokhlin, a former computer programmer, pushed the business to begin selling online.[1] The company started with 60 watches in stock and held around 3,000 by 2021.[2]

Victoria Rokhlin's son, Eugene Tutunikov, an early investor in the company, joined it in 2016 after ten years trading derivatives in New York and Chicago and became its chief executive.[3][4] According to the company, sales reached $25 million to $30 million by 2019.[1][5][6]

The company sells online and from a showroom in Buckhead.[7][8][2] About 90 percent of its business is online, and showroom visits are by appointment.[9][10] As of 2024, it held about 3,500 watches, with an estimated value of about $35 million.[3] In 2025, the company reported $100 million in sales.[11][12]

References

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  1. 1 2 3 Gomelsky, Victoria (December 2, 2024). "Inside SwissWatchExpo's Massive Pre-Owned Operation". Robb Report. Retrieved August 7, 2026.
  2. 1 2 3 Bernardo, Mark (February 11, 2022). "How to Buy a Vintage Watch Online: The Best and Biggest Retailers". Bloomberg News. Archived from the original on December 30, 2025. Retrieved August 7, 2026.
  3. 1 2 Kahle, Laurie (October 21, 2024). "Millennial Interest in Luxury Watches Is Winding Up". Barron's. Retrieved August 7, 2026.
  4. ↑ Jacobs, Michael (July 1, 2021). "Eugene Tutunikov". Simply Buckhead. Retrieved August 7, 2026.
  5. ↑ Corder, Rob (March 19, 2020). "Atlanta's SwissWatchExpo expects record holiday season sales". WatchPro USA. Retrieved August 7, 2026.
  6. ↑ Douglas, Alex (August 18, 2021). "Swiss Watch Expo reports record sales during pandemic". WatchPro. Archived from the original on November 16, 2022. Retrieved August 7, 2026.
  7. ↑ "How to Scale Products That Never Behave the Same Way Twice". Entrepreneur UK. May 29, 2026. Retrieved August 7, 2026.
  8. ↑ "As Luxury Gets Pricier, More Buyers Start With Pre-Owned". Financial Tech Times. July 1, 2026.
  9. ↑ Jaffe, Marcia Caller (May 28, 2025). "Tutunikov is the Man to 'Watch'". Atlanta Jewish Times. Retrieved August 7, 2026.
  10. ↑ Tilla, Elko (March 17, 2022). "Dónde comprar los mejores relojes de segunda mano y con garantías". GQ España (in Spanish). Retrieved August 7, 2026.
  11. ↑ Besler, Carol (July 7, 2026). "The Highs and Lows of a Split Luxury Watch Market". Rapaport. Retrieved August 24, 2026.
  12. ↑ Garland, May (May 30, 2026). "WatchPro Power List: Vintage and Pre-Owned Pioneers". WatchPro. Retrieved August 24, 2026.
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