They did it first by transforming the pre-owned watch business from a purely transactional model, to one where they curated the very best in watchmaking. They used their massive war chest to amass an impressive collection of masterpieces, including the creations of brilliant individuals such as the skilled François-Paul Journe to present to their customers.

I remember visiting Danny Govberg seven years ago where he walked me into a vault that was a veritable Aladdin’s cave of horological finery, and him saying, “I’m going to make every guy who loves watchmaking fall in love with Journe.”

Says Jack Forster, “You have to admit that WatchBox played a fundamental role in the explosion in popularity of the independent watch scene during the COVID pandemic. And once they explained to the world how amazing these watches were, there was no going back.”

Even today when the market is down, it’s the independents that have proven to be the most resilient and recession proof.

The 1916 Co.: Rise of the Colossus

They produced a stunning coffee-table book with Assouline. They took the brand’s founder, Denis Flageollet, on road shows.

Soon, De Bethune would be found on the wrists of the coolest pop culture figures like NBA’s Kyle Kuzma, who rocked his pièce unique DB28 with blue dial and baby blue Jean Rousseau alligator strap at Michael Rubin’s White Party. A De Bethune could be found strapped to the forearm of professional tennis player Tommy Paul as he did battle with the likes of world number 1 Carlos Alcaraz.

Music producer Swizz Beatz became a collaborator on not one but two limited editions and bought a watch for his wife Alicia Keys at a star-studded party celebrating WatchBox’s stunning new loft space in the same building at L.A.’s Soho House.

As the tequila flows, laughter erupts in abundance and friendships are forged. Says Patrik Hoffmann, executive vice president of WatchBox Europe, “A WatchBox event is the best party in the watch community, because they are held in the most beautiful spaces, have the coolest collectors and the very best watches.”

“It’s the reason we brought on board the best journalists and educators to create content. This is the reason we built our lounge spaces where you can try on some of the rarest watches in the world in privacy, comfort and safety.

“But our objective for these spaces was never sales. It was about creating community and providing a place for the best education and enjoyment.”

“Sure, we have some of the most knowledgeable people in the world in our company like Tim Mosso, Jack Forster and George Mayer. And we even engage with the best journalists outside the company like you.

“But most of all, it’s important that people have a great time at any WatchBox event. They are made to feel like part of our family.”

“The evolution into The 1916 Company is a natural progression for us, shaped by our clients’ voices and needs. With The 1916 Company, we’re reinforcing the sense of community, rooted in our existing relationships, while eagerly embracing the opportunity to forge new ones. Our vision starts and ends with our customer.”

Champions of the Pre-Owned Program

The 1916 Company boasts a pre-owned collection valued at over $200 million, with a particular focus on ultra-rare and collectible timepieces, as well as artisanal independent watchmaking. For Reis and his partners, these are bone fide works of art, and they deeply believe in the value of these creations.

The allure of offering collectible watches was the lifeblood of WatchBox, and therefore, for The 1916 Co.

Following the merger, Reis and Govberg sought to establish themselves as a leading Rolex Certified Pre-Owned (CPO) partner, which in addition to its extant pre-owned curation, would join the league of grail-worthy timepieces from the likes of F.P.Journe, Daniel Roth, H. Moser & Cie, and De Bethune.

These are watches that come with two-year warranties and certification for authenticity from Rolex itself. The program, which started this year, represents a major historic moment where the world’s biggest and most important watch brand has offered its own secondhand watches for sale.

Says industry expert and co-author of the Morgan Stanley × LuxeConsult watch industry report, Oliver Muller, “The launch of this program had massive implications in that it was clear Rolex wanted to clean up the pre-owned market, combat against fakes, assure quality and performance, and elevate the level of service. It’s a game changer.”

Now, The 1916 Company, which represents the merger of WatchBox, Govberg, Radcliffe and Hyde Park Jewelers, is poised to revolutionize the watch industry yet again. In its network of more than 20 stunning spaces around the world, it provides a unique offer uniting the best in primary, collectible secondary, and culture building.

When asked what else he wants to bring to The 1916 Company, Reis says, “Education. We are really serious about wanting to champion this culture in a real and long-term way. This is born out of the passion we have for this industry and we are willing to invest to offer the very best experience for our clients.”