Hello, enthusiast community!
We had the opportunity to immerse ourselves in the vibrant heart of Montreal's watch culture at the second edition of the Canadian Watches & Jewelry Show. Alongside Ethan and Allan, two passionate individuals who have turned their love for timepieces into a thriving business, we explored this unique meeting point for collectors, the curious, and luxury lovers.
What is the Canadian Watches & Jewelry Show?
Imagine a space where the tick-tock of hundreds of watches blends with stories and transactions. That is exactly this show.
"Basically it's a trade show of jewelry and watches for watch lovers, jewelry lovers, people looking to buy gifts or their next piece," Ethan explains to us. "It's for enthusiasts, newcomers, beginners... basically for everybody. There are no limits to what this show can offer."
The offering is as diverse as the audience:
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Authorized Dealers: Official retail partners approved by the brand, ensuring authentic products, valid warranties, and trusted after-sales service.
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Pre-Owned Market: Where you can find pieces with history.
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Gray Market: Offers from unauthorized dealers, often with competitive prices.
- Jewelry Stores: Many of which are also authorized dealers for other brands.
It is, in essence, a complete ecosystem that democratizes access to iconic pieces and connects sellers directly with buyers.
The Story Behind the Business: From Friendship to a Shared Dream
But beyond the booths and display cases, what truly captured our attention was the story of Allan & Ethan. Their journey is a pure testament to how a shared passion can turn into an enterprise.
Their connection goes way back from high school but their paths diverged. The reunion came years later, sparked by a watch.
The First Contact (and a Stumble): After being gifted a Rolex, Allan, not knowing who to turn to, saw that Ethan was constantly posting about watches. He contacted him to sell it. The meeting at a restaurant ended with tough news: "Bro, unfortunately the watch is fake."
The Second Chance (and a Hublot in "Covid Time"): A year later, Ethan had a friend who wanted to sell a Hublot. They reconnected and decided to go 50/50 on the deal. The problem: it was the peak of the pandemic and selling a Hublot was nearly mission impossible. Allan's determination took him to Toronto, where he visited a watchmaker and managed to sell that first piece. "It was the first time I saw cash on the table for a watch," he recalls.
The Takeoff: That first success propelled them. They started buying and selling watches, learning as they went.
The Spark of Passion: Two Paths That Converge
Ethan came from the retail world, having worked at Big Time Watches in Montreal (a store many locals will remember!). There he discovered the power of the gray market when, after buying his first Tag Heuer, he received an offer from Germany with a $600 profit just one week later. His philosophy was clear: "How do I wear watches for free or make a little money? How do I get to enjoy those pieces without having to spend $100,000 and lose it all?"
He developed his own code: enjoy each watch for a while before selling it, ensuring the transaction was, above all, part of the experience.
Allan, on the other hand, brought the vision and commercial drive. Together, they united the passion for mechanisms and stories with a business mindset.
"We partnered up last year, in January," Allan shares. "We started with a few hundred bucks and now we've got a very, very heavy inventory. We're starting new ventures together."
More Than a Fair, a Community
The Canadian Watches & Jewelry Show isn't just a place for transactions; it's the embodiment of a vibrant ecosystem. People like Ethan and Allan, who went from collectors to passionate dealers, are the soul of this world.
Their story reminds us that sometimes the most rewarding businesses are born from friendship, an initial stumble (or a fake Rolex), and, above all, a genuine passion for the craftsmanship and the stories we wear on our wrists.
The sky is the limit for this community. And we'll be here, following every tick-tock of its evolution.
Learn more about the Canadian Watches & Jewelry Show
