Industry News: Watches Of Switzerland Acquires Vintage Retailer Analog/Shift

Industry News: Watches Of Switzerland Acquires Vintage Retailer Analog/Shift

Watches of Switzerland Group USA acquires retailer Analog/Shift to expand their pre-owned and vintage timepiece offerings and develop their trade-in programs.

By Viviana Shanks

Founded in 2012 by James Lamdin, Analog/Shift needs little to no introduction in the watch world. Specializing in vintage timepieces, Analog/Shift are the go to people for your vintage fix. From rare historic Rolex watches that belong in museums to legendary Omega Rancheros, the Analog/Shift team are real-life treasure hunters.

With increases in consumer awareness and horological knowledge due to social media and the difficulty of getting sought-after timepieces from popular brands, Watches of Switzerland Group realized the added value of offering well-curated, pre-owned timepieces and seized the opportunity to differentiate itself from the competition once again.

Vintage Experts 

Connoisseurs know that upon entering Analog/Shift’s New York City offices, experience is immersive. The Analog/Shift team always strives to put you in a vintage mood to discover their curated collection from old-fashioned furniture to the vintage watch memorabilia. The New York-based vintage retailer has been a partner of Watches of Switzerland since the SoHo flagship opened in December 2018 (read HERE). And their dedicated space at the flagship SoHo boutique follows the same aesthetics as the Analog/Shift boutique in Midtown Manhattan.

Analog/Shift's vintage expertise provides increased confidence for customers and collectors when purchasing pre-owned and vintage timepieces through Watches of Switzerland. As former COO of Analog/Shift and newly appointed Watches of Switzerland's Manager of Vintage and Pre-Owned Timepieces, Vincent Brasesco said, "Analog/Shift was started by enthusiasts and collectors, for enthusiasts and collectors. We have a different approach. Analog/Shift is here to educate. We are here to help you buy a watch, not to sell you one. All our watches are thoroughly vetted, chronicled in story, and every watch we have sold lives in an archive so that collectors can use the website as a database of watch knowledge."

A meant to be alliance

When Watches of Switzerland opened its first U.S. boutique in SoHo, New York, in 2018, they immediately realized that in order to appeal to significantly more customers, they needed to have a well-curated selection of watches, including vintage timepieces. By partnering with Analog/Shift from the start, they offered a carefully curated selection of watches to avid collectors while providing a peace-of-mind that does not often come with purchasing vintage watches.

When asked about the partnership, Brian Duffy, CEO of Watches of Switzerland Group, said, "Our relationship has had a very natural progression. It's two liked-minded brands working together in a space that is poised for exceptional growth. Having them as the official pre-owned and vintage resource for The Watches of Switzerland Group offers a multitude of possibilities and will bring tremendous value to our clients."

What's next? 

The acquisition of Analog/Shift by Watches of Switzerland Group USA means that the pre-owned and vintage watch retailer will be able to expand their product offering online and at the SoHo flagship store in the coming weeks.

Starting today, 75 vintage and pre-owned timepieces are available on Watches of Switzerland’s website. Customers will be able to browse for horological gems like a 1970 Patek Phillippe Golden Ellipse or neo-vintage classics like a Rolex GMT-Master sold by Watches of Switzerland in 1994. Prices will range from $3,000 to $55,000 and more.

This online offering will allow clients and collectors to enjoy pre-owned and vintage timepieces with the trust and confidence they’ve come to expect at Watches of Switzerland.

When asked what this acquisition meant to him, James Lamdin, Founder of Analog/Shift, now Watches of Switzerland's Director of Vintage and Pre-Owned Timepieces, said: "Both brands look to bring character into watch purchasing, and with our ability to tap into Watches of Switzerland's premier retail organization, Analog/Shift will be able to exponentially expand our services, bringing a cutting edge understanding of the secondary market exclusively to the Watches of Switzerland customer."

Where To Find It 

Analog/Shift watches will be available online at and the Watches of Switzerland SoHo store. All watches will come with a one-year mechanical warranty, and Analog/Shift stands behind the authenticity of their products in perpetuity.

(Images provided by Analog/Shift, Photography by Liam O'Donnell)

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