Time, Trust, and Taste: Redefining Luxury Watch Retail Through Experience

In a market often defined by prestige and perception, the narrative of luxury watch retail is shifting, according to Brian Lau, founder of 1More Time Watches, a luxury timepiece retail and sourcing business. 

Lau’s journey into horology began early, sparked by a simple observation. “I noticed how most of the world’s influential individuals wore exceptional timepieces,” he says. What began as curiosity soon evolved into a deep passion for watches, craftsmanship, and heritage, and eventually led to a deep understanding of value retention and future growth. 

This collector mindset now sits at the core of his business. Lau says he brings a perspective shaped by years of personal collecting and deep involvement in the collector community. It is this foundation that informs a more thoughtful and informed approach to how watches are bought, sold, and ultimately experienced.

“A watch today is both personal and strategic,” Lau explains. “It helps you exude your sense of style, your investment, as well as being an effective icebreaker in any conversation, with a simple comment of ‘nice watch.’”

Lau says that at 1MT Watches, the distinction between ownership experience and seller experience is central. He believes the traditional retail model often leans too heavily on brand power, creating a transactional environment where the product speaks louder than the person wearing it. In contrast, he emphasizes that his approach is grounded in dialogue, education, and personalization.

“Buying a watch should never feel forced,” Lau explains. “It should feel considered. Every client has a different lifestyle, a different expectation, and a different relationship with time.”

This philosophy translates into a highly tailored advisory process. Rather than presenting a fixed inventory with predetermined narratives, Lau engages clients in detailed conversations, drawing on his own experiences as a collector to guide decisions. He understands the nuances of each piece and the subtle realities of ownership that are often overlooked.

“These are the details that shape the ownership experience,” he says. “If you know what to expect, you may enjoy the watch more. If you do not, it can become a point of frustration.”

For Lau, trust is a strong pillar in his business. He says he is direct with his clients about the risks involved. “Anyone can go online and search for luxury watches and buy one without knowing the provenance of it. You get what you pay for in this market,” he notes. “Our role is to remove doubt. Clients should feel confident in what they are buying, and most importantly, who they are buying from.” 

Lau observes that the broader watch industry has undergone a notable transformation in recent years. “The period following the global pandemic was a significant time in consumer behavior,” he says. “Many people had disposable income, and they invested in collectibles, including luxury watches.”

He adds, “The audience has become broader and deeper for consumption. It did contribute to a sharp increase in prices, but more importantly, it changed how watches are perceived. People started to recognize watches as tangible assets, where some of the best pieces appreciate value over time.”

Despite this evolution, Lau is careful not to reduce watch collecting to purely financial terms. “Watch collecting is a journey. Each acquisition, to me, represents a moment, a milestone, or a shift in taste,” he explains. Lau’s process of discovery extends beyond a single transaction and into knowing and understanding his client.

Lau believes this philosophy shapes the long-term relationships with his clients. “I want my clients to be able to explore options,” Lau says. “Sometimes the right watch is not the one they came in looking for. It is the one they discover along the way.”

In an industry where image often takes precedence, Lau offers a more grounded perspective. He aims to redefine what it means to engage with luxury by placing experience, trust, and expertise at the center of his business.

“Anyone can sell a watch,” Lau reflects. “But guiding someone to the right one, something they will value long after the moment of purchase, that is where real expertise begins.”