Tutunikov is the Man to ‘Watch’
Entrepreneur and Ukrainian immigrant Eugene Tutunikov and his family have built an industry leader in pre-owned luxury watches.
After 37 years with the Atlanta Journal-Constitution and now with the AJT, , Jaffe’s focus is lifestyle, art, dining, fashion, and community events with emphasis on Jewish movers and shakers.
Eugene Tutunikov, the “watch king” based in Buckhead, operates Swiss Watch Expo, a “digital first” retailer of pre-owned luxury watches and one the largest companies in the U.S. dedicated to it.
About 90 percent of his business is online with the remainder locally. He explained, “There are millions of fake or replica watches sold each year, and we guarantee that each one we sell is certified authentic. Every watch is first inspected — and restored, if needed — by our expert watchmakers before they are listed for sale. We commit to delivering most of our timepieces in “like new” condition.”
They have a 13-person watchmaking department on site. They own all of their inventory which allows them to stand behind authenticity and quality. They do not broker watches.
Swiss Watch Expo (SWE) has 36 employees and full-time Atlanta police as security on site for “peace of mind.” They have plans to add another two to four employees soon to support growth. The space is 7,000-plus square feet over two floors, and they are in the process of finalizing an expansion adding another 400-plus square feet.
Jewish immigrants from Ukraine, mother, Victoria, stepfather, Jake, and Eugene are all co-owners. The latter is CEO. Jake oversees day-to-day watchmaking and buying, and Victoria oversees sales and operations.
Swiss Watch Expo features a simple, five-step process where a customer fills out a quick form online and uploads photos of their timepiece. SWE provides an offer range within 24 hours typically and once the offer is accepted, they provide a shipping label to get the watch to them for final inspection. Once that is completed, payment is made within 24 hours.
He explained, “We have customers from all over the country shipping us watches daily to sell. We are one of the largest buyers in the country for watches and have developed a formula that customers appreciate. Local customers once provided a quote, can bring the watch in and typically get paid right away after waiting for the inspection from our watchmaking team.”
Rolex is their bestselling brand and represents half the business, followed by Cartier, Omega, Breitling, and Patek Phillipe. Cartier has been their fastest-growing brand over the past two years as being “one of the most interesting brands in the watch world.”
Tutunikov added, “We tend to see watches that are 10 to 25 years old from Patek Phillipe and Audemars Piguet, which hold their value extremely well in the secondary market.”
A veteran of the Jewish Federation Men’s Mission to Israel in 2022, Tutunikov (and family) came over as refugees in 1989. He recalled, “We escaped because of antisemitism. It took over three months after leaving the Soviet Union to finally make it into the States. We saved our entry document stating, ‘admitted as a refugee.’”
In terms of the Ukraine-Russia war, he related, “I’m always asked. It’s an awful situation that I personally feel could have been prevented, and I do believe there can be peace. Too many lives have been lost. Much of Ukraine is destroyed, and this should not have been allowed to happen in this day and age. We don’t have any relatives still left in Ukraine. Everyone got out in the 1980s and 1990s for a better life elsewhere.”
A graduate of NYU Stern School of Business, Eugene has been in Atlanta for eight years as a most “eligible bachelor.” He enjoys a morning workout and labels his biggest hobby as the business itself.
“It’s a ton of fun having a business that challenges me continuously. While slowing down a bit the past two years, previously, I was putting in 60-plus intense hours a week. In my free time, I enjoy working out, listening to podcasts, spending time with friends and fine dining.”
Local customers are by appointment only. The showroom features thousands of watches allowing customers to inspect, examine, and wear timepieces before the final purchase. To book an appointment, please visit https://www.swisswatchexpo.com/showroom/request-appointment/
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