Secret Watch Store
Overlooked watches from around the world
There are some models that are overlooked simply because of their rarity, and others lost to newer trends. This Longines suffers from both, but with the re-emergence of integrated watches and the Gerald Genta aesthetic - watches like these shine now brighter than ever. This is an absolute masterpiece. Near impossible to find and absolutely stunning. Titanium. Max wrist size 7.6mm.
This was the golden age of Seiko. Their most creative era, and an especially exceptional time for their dress watches. This model in particular is one of their greatest feats. A simple yet masterful design colored in a gorgeous patina. One of the best kept secrets in watches today. Would look more at home in a museum. 7mm max wrist size.
No one knows this exists, yet what an absolutely fantastic model from Seiko! Completely unique integrated bracelet design with an elegant two tone aesthetic and in near mint condition. This completely bespoke design was apparently produced in tiny volume. Dress watches don't get much better than this. 7.1” max wrist size. In proper working order.
The golden age of Baume & Mercier. A superb completely unique design that is lost to obscurity, despite this design outdoing almost everything today. 32mm. 6.4" max wrist size (unisex). In proper working order.
A very special watch from Universal Geneve. One of the best designs ever to come out from this historic swiss watchmaker. Criminally underappreciated, perhaps because they are not very common. The Country Club is simply stunning. Proper running order. 34mm. 7" max wrist size (unisex).
The Riviera remains one of the most undervalued watches in the market, especially the vintage designs. Very rare blue dial. Effortlessly cool. Proper running order. 34mm. Max wrist size 6.5"
One of the most underrated Seiko’s you’ll come across. The sun and moonphase layout here is vanishingly rare. This perfectly executed dial holds its own with any from brands 100 times its price. The integrated bracelet a completely unique and harmonious design.
At this price, this is as cool as a watch gets. 35mm. 7.2” max wrist size.
A truly magical patina. From the golden age of Seiko dress watches, there simply aren’t many out there this beautiful. Looks like it belongs in a museum. Underrated is an understatement. 6.5” max wrist size. Fits unisex. In proper working order.
Incredible design from arguably the most underrated vintage watch brand of all time - Seiko's premier line Credor. Fantastic condition with a beautiful subtle patina on the bezel. Fits unisex (wears larger). 6.8" max wrist size. In proper working order.
The Gerald Genta Safari is exceptionally rare and of the most affordable Gerald Genta designs one can find. Underappreciated and in near mint condition. In good working order. 34mm.
Extremely rare Universal Geneve with original tag. Mint condition/no wear. Easily one of the greatest women's watch designs Universal ever did. Still a very underappreciated brand. In good working order.
Very underrated vintage Givenchy. Likely one of their best designs. Classic and timeless. Size is fairly unisex as it's not a very small watch, similar size as a classic Cartier tank. Original strap.
Beautiful integrated design vintage Seiko. The recently popular Gerald Genta aesthetic shines with this one. Absolutely timeless. Max wrist size 7.5”. In proper working order.
Unique designs from historic Swiss watch brands simply should not trade at this price level. This watch runs circles around a world of simple circles and leather straps. A breath of fresh air as a truly unique Swiss watch design, incredibly rare and aesthetically exceptional. 6.5" max wrist size. In proper working order.
Beautiful timeless design from Chaumet. A rare gem and hard to come by one in such fantastic condition. Mens/unisex. In proper working order.
Stunning vintage Bulova in a rare gold finishing. Very good condition. New leather strap. In proper working order.
Extremely rare Universal Geneve. Near mint. Easily one of the greatest women's watch designs Universal ever did. Still a very underappreciated brand. In good working order.
Underrated and absolutely beautiful integrated bracelet Seiko from the 90s. Mint/Near Mint condition. Fits up to 6.25" wrist. Mechanical movement in proper working order.
This design from the famed Dunhill features a superb and unique fully integrated bracelet with a classic dial. The rare amber dial and silver are one of the most complimentary contrasts I've seen on a watch, ever. 34mm. 7" max wrist size (unisex). In proper working order.
Very hard to find absolutely stunning and unique vintage Universal Geneve. In good working order. 23mm. 6.5" max wrist size.
Beautiful deep navy blue dial. One of the best blues I've ever seen on a watch. Pictures don't do justice. Mint/near mint condition. Proper working order. Includes papers.
In the watch world, value is something that either looks arbitrary or mysterious to most. A watch can easily sell for 100 times the price of another watch that cost the same to produce.
Marketing and storytelling are the fundamental drivers of the value in watches, luxury items, and indeed is a large and fundamental part of life.
Secret Watch Store is dedicated to telling new stories by uncovering great designs of the past. Watches that deserve more acclaim but have simply vanished into rarity or obscurity. Superior designs and at a fraction of the cost of products that rely on advertising to sell to us. I find the value, designs and secrets here to be tremendous.