Skip to main content

Watches reseller Bezel launches new auctions feature for luxury timepieces, new celebrity investor

Bezel's new auction feature will see you buying more watches, we're sure

Bezel watch display
Bezel

The luxury watch world is littered with brands claiming to be the best on the market. Whether you are a fan of classic Rolex watches, iconic Omega timepieces, or innovative Norqain designs, you have dozens of ways to procure a watch that will catch the attention of everyone around you. There are also companies that have decided to capitalize on the luxury market, only on the resale side.

When a watch is $5,000 to $100,000 brand new, it is no surprise that consumers have turned to the resale market. Buying a luxury watch second hand is a way to save money and still get something lasting a lifetime. Or, more appropriately, multiple lifetimes. Family heirlooms are valuable commodities, and Bezel figured out a long time ago they can be the middle-man between original buyers and new consumers.

While they built themselves through the retail approach, they are now branching out to include another classic option for obtaining a luxury watch: auctions.

Bezel watch collection
Bezel

Bezel launches auction feature

Buying luxury watches at auction can save you money when looking for your favorite Rolex, IWC, Patek Philippe, or Bulova. However, it can also end up costing you a lot more if you are not paying attention. Auctions can cost a lot more money if you have someone illogically dedicated to procuring their favorite watch and overbidding in an attempt to drive up the price and eliminate competition. Auctions can also cost more when you are going through reputable auction houses due to inflated auction fees. Doing it this way can render the savings from buying second-hand moot, making people think it’s easier to just buy new.

Bezel is eliminating those concerns by adding the auction feature directly to the app that already sells your favorite luxury watches. Now you get the choice to buy them retail or engage in the age-old auction process without the multitude of concerns that come with the big auction houses.

Bezel watch showing
Bezel

How Bezel auctions work

There are three aspects to focus on when you are bidding in an auction: time, price, and security. Bezel approaches each one of these with ease and transparency.

Time

When it comes to time, it is fairly straightforward, as each auction lasts for seven days. Once you see your desired watch go live, you know you have a week to implement your bidding strategy. Whether you are a high bidder at the beginning to discourage others or a last-minute bidder to swoop in and steal it, you can plan accordingly.

Price

Price is the main driver of any purchase. Electing to buy your favorite watch model at auction instead of retail is meant specifically to get a deal on the purchase. However, big auction houses can charge up to 30% of buyers’ premiums and fees. Bezel avoids this by not only getting rid of the buyer’s premiums but also by covering secure shipping.

Security

Finally, security is one of the biggest concerns in the luxury watch world. Knockoffs and forgeries are a huge problem for all brands, but as Rolex sees a massive increase in fakes, buying one of these second-hand always carries the risk that you will end up with a fake. Bezel has in-house authenticators to ensure you get the best watch, whether retail or auction.

J. Balvin leaning out of car
Bezel

J. Balvin joins a long list of celebrity investors

Bezel is a destination for celebrity investors. Not only do they get to financially benefit from the company’s accessible business model of making luxury watches more available to Joe Normal, but they also get to feed their own watch obsessions as well. Latin musical sensation J. Balvin is the newest celebrity to invest his own money into the company. He also features in one of Bezel’s blog entries showcasing his own love of watches. He gets a chance to show off his extensive collection of “grail watches” from Rolex, Patek Philippe, Richard Mille, and more.

“Watches have always been a passion of mine,” the Grammy winner admits. “I’m excited to join Bezel in their efforts to create the new standard for luxury watch shopping.” Balvin joins other celebrities like actor/comedian Kevin Hart, fellow music legends John Legend and Steve Aoki, and sports personalities Emmanual Acho and Kyle Kuzma.

Editors' Recommendations

Mark McKee
Contributor
Mark is a full-time freelance writer and men's coach. He spent time as a style consultant and bespoke suit salesman before…
The coolest automotive-inspired watches for men who love cars
Auto enthusiasts will need to add one of these watches to their collection
Omega Speedmaster Racing

Watches are some of the most coveted items in a man's arsenal. The right watch can make or break an outfit. The right watch strap can change everything. Among all the watches a man can pick up, a tool watch is one of the most common. An airline pilot keeps us all safe with the best pilot watch in the skies. Explorers the world over discover the wonders of the world with the kind of stellar field watches that keep them on the right path. Military and civilian divers alike uncover long-lost ships and artifacts at the bottom of the oceans with the best dive watches on the market. And, of course, soldiers, cops, and firefighters wear some of the best tactical watches while keeping us safe. One of the unsung heroes of tool watches is the driving watch. And these are some of the best automotive-inspired watches you can find.

Driving as an inspiration
All it is good for is getting us from point A to point B. It takes us from home to work; then, we don't do it again until we get to run out of the office and go back home. But somehow, driving is as deep in the DNA of Americans as apple pie and rebellious tea dumping. Since Henry Ford created the Model T and we began taking drives to clear our heads or take in the sights of some of the most majestic road trips in America, the brands of America have created gear and apparel inspired by it.

Read more
Zenith debuts new Chronomaster watches, and you’ll love them
Zenith watches have two new chronomasters
Zenith Original Triple Calendar Chronomaster

 

Zenith, the renowned Swiss luxury watchmaker, has once again captivated horology enthusiasts with the debut of its latest watches for men at the esteemed LVMH Watch Week. Among the highly anticipated releases are the Chronomaster Triple Calendar and Chronomaster Sport timepieces, each exuding an unparalleled blend of sophistication, innovation, and timeless elegance.

Read more
Tag Heuer, Swatch, G-Shock, and more: These 5 watches celebrate the Year of the Dragon
Year of the Dragon has inspired several watchmakers
Swatch Dragon in Motion held up

In the intricate world of horology, the Year of the Dragon has unfurled its wings, ushering in a celestial celebration that echoes through the ticking hands of timepieces. This year, renowned watchmakers such as Tag Heuer, Hublot, IWC, G-Shock, and Swatch have crafted exquisite timekeeping masterpieces, each a testament to the mythical and powerful creature that reigns supreme in the Chinese zodiac.

Year of the Dragon watches are trending
The Year of the Dragon, a majestic chapter in the Chinese zodiac, arrives with mythical grandeur and celestial significance. Representing power, prosperity, and good fortune, this lunar cycle embodies the essence of the dragon—a symbol of strength and benevolence. People born in the Year of the Dragon are believed to inherit its legendary qualities, fostering innovation and success. As the dragon dances into the lunar landscape, it leaves behind a trail of auspicious energy, inspiring celebrations and infusing the year with a spirit of optimism and resilience. Embracing this potent symbol, communities worldwide anticipate a year filled with dynamism and achievement.

Read more