Moshe Haimoff - Founder of Watch King Jewelry | No Education. No Connections. No Excuses. How He Built NYC's Luxury Watch Empire

So the love for watches, where did that come from? I just left the Hasidic Jewish Orthodox community. And I'm not educated, so I don't have a job. I bought my first AP rubber clad for 11,000 and I sold it for 11.8 and I got hooked. Today's guest is Moshe Haimov, better known as the Watch King, a New York based luxury watch dealer and entrepreneur. He built his business around buying, selling and trading high end timepieces. In this conversation, he shares his journey into the watch business and the lessons he learned about money, addiction, and taking responsibility. When was the point in your life when that lesson really solidified? That money doesn't come easy. When I couldn't pay for a picture I took with my children, it was $700 and I couldn't afford to pay it. What's your wisdom to help them get out of the thing that they don't want to be part of, that they feel guilty, that leaving, they feel addicted and they can't leave? Because you pity yourself. You can't pity yourself. You gotta take responsibility, accountability and move on. Every day you get up, you gotta be better than yesterday. And you gotta make the world a better place. My fitness pal is a success story partner. Now, here's something I've noticed after interviewing hundreds of founders, the ones that are performing at the highest level, the ones that are truly winning. They aren't just optimizing their business or their calendar or their team. They're paying attention to what they eat. And the ones who aren't paying attention, they're usually the first ones to burn out. And that pattern is consistent enough that it got me thinking about my own nutrition, Not whether I was eating well, but whether I actually knew what the big picture looked like. 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This is my favorite Aquanaut. It's called a 5968A Orange. I like it because of the orange strap. Retail is $52,000. It's about $160,000 in our market. And I can't even get one if I begged and on my knees to the paddock dealer because we're banned. And. So, yeah, that's what I'm wearing. And my other wrist, it's my pride and joy, is all my lab-grown, beautiful bracelets. People think it's fruity, but I like it. I like them, they're nice. Yeah, so I wear them because girls are like, oh my God, they tell their man, look at this man. And I tell the guy, I can't have more bracelets than your lady. So they just come and start buying this stuff for them, you know? So the love for watches, where did that come from? Let's go back to 2009. I was 22 years old. I just left the Hasidic Jewish Orthodox community. And I'm not educated, so I don't have a job. I don't have an education. I didn't finish, like, high school or something. Because we only went to, like, Hebrew school. Then I had to ship me to Israel to learn to become a rabbi. So I studied rabbis there, graduated. Then I'm like, I don't want to do this. Like I don't want to do it It wasn't for me Too many restrictions You know I want to be like everybody else So I left And I don't have a job So I went to 47th Street The Diamond District And I Asked for a job And the guy's like Yeah you can cold What's it called? Cold call? When you Cold call? Whenever you pick up Say hey Are you looking for any diamonds To hang up on your face? So he's like I'll give you like I don't know Almost $400 a week Or $500 a week at a time I said yeah I'll take it Nothing else to do And I was like a little bit like lost. I went downstairs and my boy was like, I had a friend Gabby who I took my rotas with when I was 16 years old. And he was in the watch business. He's like, you want to learn the watch game? I said, yeah, it's better than working for somebody for $500 a week. And he's like, all right, bring 50 grand tomorrow and I'll teach you the business. And that's what I did. I borrowed $50,000. Came the next day. I bought my first AP rubber clad for $11,000. And I sold it for $11,800. And... And I got hooked. That was the thing that got you into it? Yeah, I said, listen, I'm not educated. If I can make $800 a day just flipping a watch and I'll be happy. That's what I did. And I was 22 at the time. Why the 50,000? What was that for? He just like bring something. Yeah, bring something so you can like have some skin in the game. So, you know, I don't want to work for him. He's going to tell me like, I don't know, wash the windows or whatever. But he's like, I'll teach you the game. So you have to have money in. You don't have to really. You can work for somebody, build capital that way. But he's like, if you bring 50K, it's like, it's going to be easier for you to learn. Because when it's your own money invested, he's like, so, you know. You're going to work. You're going to work harder. You know, you got to take risks. I said, okay, no problem. I got 50K, came. I'll never forget that day in my life. It was March 26, 2009. For me, it was like, changed my whole life. It did. It's crazy because we're going to go through your story and you've had a little bit of a wild life. Yeah, rollercoaster, man. Still on it. But you're at a good spot right now. You're at a good spot. From what I understand, you're at a good spot. One of the things that you said on, I listened to some podcasts you've been on and you were saying how There's a period of your life where you were really into gambling. Yeah, yeah, yeah. But the lesson that you learned from gambling was that money doesn't come easy. Correct. It goes easy. It goes super easy. It's so fast. But when was the point in your life when that lesson really solidified? Like the money doesn't come easy. When I couldn't pay for a picture I took. with my children it was seven hundred dollars and i couldn't afford to pay it so i had to borrow money to pay that poet what's it called poultry whatever it was family phone was poultry whatever i couldn't afford to pay it and i remember i borrowed it and i paid for it and i felt like a loser i was like 27 at the time i had no money but i wanted anyway just to have memories and I have that still stuck up every day and I never took it down and I have it and I look at it every single day. And I tell myself, look where you were and look where you came. Galilee is a disease. I'm not against it. I know people, they teach you to be against gambling. And it's like, you know, when you go to rehab, they tell you, oh, it's really bad. I believe it's bad. But for me, because I'm an addict. I mean, you're not an addict, I assume. So if you, it's whatever. You put a thousand dollars, you can leave. It's like going to dinner. Yeah, yeah, yeah. But I would say that, you know what? So you grew up super conservative, like Hasidic. No TV, no internet, no phones. No, I couldn't go to the Met game. I couldn't wear this. I had to wear a white shirt, black pants, wear the hat, the curls, and black shoes. If my shoes were brown, my dad would make me throw them out. You took like the hardest left and did like a 180. Yeah, that's what happens, right? I'm always like that. Extremism is either your left or right. You got to learn how to be balanced. Right? That's what us addicts also are extremists. You got to learn and teach yourself how to be balanced. It's okay to do everything. Like when you're like all in? Not like all in. You got to take it in balance. That's right. You got to be balanced. You got to be like drinking alcohol is bad if you get shit-faced. But if you take one or two glasses of wine and you're feeling fine, right? Eating can also either kill you or make you stronger. If you eat like an animal and you eat bad stuff, you're going to die. Or if you eat good stuff and healthy, it's going to fuel your body. Same thing. You know what's crazy though? So I've always thought that the personality of an addict can make a great entrepreneur because they're just addicted to something else. But I've also thought that the most successful entrepreneur, if they made a few wrong choices in life, they would end up an addict because the same thing that gives them the dopamine rush of success and next win and more money, you can get that in a lot of different places if you're not careful. I'm addicted to work. No, that's what I'm addicted to. But listen, I'm okay with it. I'm okay with it. It's fine. I mean, I'm not embarrassed of it. I mean, I try to tell people as much as I can with their addictions if they go through it. But again, I want to say that the rehab centers and addicts are going to hate me, but... Scambling is here to stay, so either learn how to deal with it. You can't deny it. I learned this from religion. They deny the whole world about themselves. You can't deny the whole world. People are here. There's other people besides Hasidic Jews in the whole world. Yeah, of course. You can't deny alcohol. It's there. Learn how to cope with it or not. Listen, if you think you're going to go crazy and you can't stop, so don't touch it. But I believe that rehab and therapy should teach you how to deal with it. Because it's there. Not denied. You can't deny it. You can't go against these draft kings and all these people. They're there. They're there. The country makes money off of it. And there's the smartest marketers and business people that are sort of like, you know, they've found a way to make these companies super addictive and these things super addictive. But I was going to say, I think because you had such like this strict upbringing, that was actually very dangerous. This is more of a parenting lesson than anything. Horrible. I mean, my parents didn't know better. They thought they were doing the right thing. I have nothing against my parents. I had the best childhood in my life. I didn't know better. My father was the best dad, my mom was the best mom, they always got along and whatever, but the school sucked. It was prison. It was legit prison. I didn't know what a girl was until I was 17 years old or 16 years old. Never talked to a girl in my life. It sucked. It was weird. I didn't own a pair of jeans until I was 22. I couldn't wear anything colored. you know, you didn't know, as you get older, you ask yourself, why would I look different than everybody else? And it just becomes a whole mind game. What was the thing that actually put, because you were studying to be a rabbi. Yeah, yeah. A siddic rabbi at that. So what was the thing that pushed you away? I'll tell you, I was 11 years old. I'll never forget. I have a twin brother, identical twin brother. He went to school and they're like, if you eat Reese's peanut butter cups or M&M's, that's not like, it's kosher, but it's not like the head kosher, you're going to die. And I'm like, dude, my brother tells me, he's like, bro, Moshe, it's impossible that there's millions of people in this world who eat it and they sell it in the stores, but it's poison. It makes no sense. Listen, bro, I don't know. How about you try it first? So we snuck one. We got one. And we snuck it in the house. And my brother tried it because my brother always had the bigger balls than me. And he's like, yeah, I'll try. I don't care. So he tried it. And he's like, you see? And my bear, I'm like, so what are they telling us? Maybe everything is a lie. You know? And then I start asking myself all these questions. Maybe they're telling me about our cult or whatever we have to do every day. Maybe it's an over-exaggeration. Maybe it's just a fear. Maybe it's a control. Maybe. That was so young. That was a seed. That was a seed. And as I got older, the more I learned, the more I realized that it's just everything is a control aspect. Like everything is like, oh, if you leave, we're going to disown you and your kids, everything will be secluded and you're going to be out of the community. Why? Why? Not for me. You have to force it down my throat. Doesn't mean I'm not a human being. Okay, I chose to believe in God or whatever it is. Even if I don't believe in God, I mean, who cares? I'm still a good human, right? I'm not judging anybody. Same thing in every extremism, every extreme religion. The most conservative, most orthodox version of every religion. Muslim, Christians, Jews, same thing. They all act the same way. It's their way or no way. It doesn't work that way, unfortunately. Still, listen, I'm still brainwashed, bro. I still have guilt every single day that I eat not kosher and I go out and I don't keep the Sabbath. And I still have guilt every single day. Because they teach you if you don't do this, God's going to punish you. He's going to kill you. God is evil. So every day I'm waiting for something to happen to me. Deadass. Every day. In the morning I talk, I pray every day. I say, God, listen, I'm not trying to do something bad. I'm just human with desires. I think I'm like, you know, I don't steal from people. I don't commit crime or something. I'm good. I try to be as much as I can help people. I think that the best way to look at religion is... It's good for some people. It is good. But if you're moving in the right direction and you're being a good person and you're trying to... sort of progress on your own journey, whatever that looks like, I think that's the best way to use religion because there's a lot of benefits. Of course. But I think religion is, they think God is religion. My dad is the chief rabbi of the community and where I live. He's like the man, if he tells this guy, this is your wife, you divorce her, he's going to leave her. Or if he tells him to open this business, that's the way he is. And we have a podcast about religion on Fridays, me, him, and my twin brother. And we had one this Friday and I'm like, listen, if it makes you happy, that's your truth, do it. That's not my truth. This doesn't make me happy. He's like, there's only one truth. I said, no, you're wrong. There's one God. There's different ways to serve him. And how did that, when you left the community, when you chose to not be a rabbi, and you go to 47th Street, you borrow 50 grand, you make your first 800 grand on that AP, $800. I wish $800,000. $800 on that APA, yeah, yeah, yeah. What was the point? I want to talk about the business of it and all that, but I also think that you as a human, you went on that journey there, and I think that that probably led to that break from the community led to a lot of the different difficult things that happened and good things as well. So that probably led to gambling and all that. That's the first thing that happened. That was when? What age? I was 26. Four years later, I made a lot of money. So you were very successful. No, very early, yeah. I made a lot of money. I don't want to say how much. I think whoever talks about which money they make, I think it's shallow, so it doesn't matter. I made a lot of money. And I felt lost. I felt like I don't belong anywhere. you know, because I work on 47th Street, all Jews, my dad is the rabbi there, so that's all his people in the community. So I felt like I don't belong there. So I went to the casino one time. I went to Atlantic City And I went to the blackjack table, and then there's a host that, hi, my name is whatever, I'm your host. If you need anything, let me know. I started playing, and I won firsthand. I want, like, money, and I'm like, what am I doing? I'm like, this is my new job. I'm going to come here every day. But then I felt accepted. They accepted me. They sent me limos. They gave me food. They said, you belong here. You're one of us. I felt like, okay, there's a community. Here we go. So you left one community. I had no community. I was by my own, and I went here. I'm like, oh, my God, this is like they love me here. No, no, I meant the religious community. You left that on your own, found it. Then I went to the gambling community. I'm like, yo, everybody is so nice. They're talking to you. They treat you nicely. And all I know is they're sucking me dry. They know you're going to make you money. I'm not making money. They know that you are going to make them money. Yeah, I was a sucker, right? But I didn't look at it that way. I felt accepted. So I was hooked to it like, oh, somebody wants me. Here I am. So I'm here. And I'll drive every day from here to Atlantic City. It's two and So imagine driving from Miami to Orlando every day and driving home. So I would drive every day, fill up gas. When you come to the line and say this is a gas station, because I know if I lose money, at least I have gas to get home. And that's what I did for about six months, eight months, and I lost everything. You were making good money, but in your mind, you said, I'm going to fill up gas just in case I lose so I can get home. Like, is that, that's crazy rationalization. Like, cause any, any person objectively looking at that scenario would be like, that's a really bad situation that you're in. If you're thinking like, I'm going to. The adrenaline, man. Shit runs through your veins. It's like an addict, right? People who shoot up or whatever, they know it's bad. They're doing it because it feels good at the time. They don't think about the consequences later. When you're young, you don't care. That's what I did for a long six months. Because I used to fly to India every month. I went from watches. Then I started doing diamonds. So we used to do upgrades. We used to make a lot of money really quick on the upgrade game. I don't think we have time to go into how it works. You buy a stone. You see one color. You get a better color. You make $10,000, $15,000 per carat. So you're making mad money. It's like, I'm going to go to India. It smells. It's a 14-hour flight every month. Let's go to Atlantic City. I'll make the same money, if not more. It's a two-and-a-half-hour drive, and I can go every day. Worst decision of my life. You rationalize it. That's what addicts do though. They rationalize. I do it today. I rationalize all day. I do business too all day. Yeah, but there's healthier addiction. So anyway, so you're doing this for six months. Yeah, I lost everything. Started gambling on stupid stuff. I remember one time I called my friend. He called and I'm like, bro, take this bet. The Heat had the big three then. They had LeBron, Leiterbosch. They were playing the Wizards. Right? And the heat were minus, was it 10,000 I think at the time or a thousand? I don't remember. Basically if I put 10 grand and I lose, I lose a hundred thousand dollars. I call him in the morning. I'll put the bet in. That's an easy win. What the hell is wrong with me? I'll put $10,000. I think I win $1,000 or $2,000 and I lose $100,000. I don't remember. That's wild. That's a wild spread. I was already broke. I need something to come back. It was Wizards sucked. He was the best team in the NBA. I mean, the spread was there. I don't remember exactly what it was. All I remember is I called him in the morning. He's like, I got you. I called him at 6.30. He doesn't pick out. Seven, eight, nine. I'm watching the game. They heat loose. I'm like, fuck. There goes my money. He calls me tomorrow. I was like, you're lucky. The second he called me, I got arrested. Cop pulled me over because I picked up my phone. I was looking at my phone and you were calling me. I got into bookings that night, so I didn't put the bed in. I said, wow, God bailed me out that time. That was like a little bit of a wake up call where I got to stop. That was like, wow. Wow. not look at me like years later no he's still my boy I told him he's like if I was an asshole I would have told him I'd put that bet and he would have paid me the money but I'm not that was one of the stupidest bets I ever made in my life I didn't make it I wanted to make it so that was like the rock bottom no rock bottom was when they took my house away took my cars. It took everything from me. That was rock bottom. This wasn't waking you up? No. I thought about it for a day and I got over it. I went right back to Gatling. We didn't have apps then. You had bookies or the casino. It was 2012. No. Yeah, 12, 13. There was no apps. So it was Atlantic City or bookie you call about games or whatnot. Listen, there's The whole point of the addiction is not... The rush is not how much money you make at the time. It's the comeback. So I got a better high being down or making it back than making the money and leaving. I made the money, big deal. When you're down... And he had to say, like... One time we went for the casino at $100,000. We were down $90,000, me and my boy. And he's like... They call me rabbi still today. Rabbi, bust the money. We're going to make it back. I said, okay, listen. I'm going to give you the $10,000. If we make it 100, we leave. Swear. Because I swear. I said, shake on it. And I told the lady. He was rolling. He was driving. I wasn't driving. I was sitting in the back. I'm like, you're driving, right? I'm going to count the money after every shoe. We'll make the money even. We're out. He said, done. Two shoes in. There's 99,000 there. I grabbed the money. I ran. He chased me. He's like, no, no. Give me that. I have to make 10. I said, no, that thousand is going to make you lose everything. We're out. That adrenaline was the best thing I've ever had in my life. I remember it till today. So when did you actually know that there was a problem? Well, I had no money left. I was borrowing money from friends and hard money and not paying bookies. They were knocking on the door at my parents' house. That's how I knew I had a problem. And then I knew I lost almost 100 pounds in six months. I was 240 pounds when I started gambling. And I ended up at 148 six months later. I wasn't eating, smoking and pack two packs a day and gambling all day and drinking. And then like with the actual business, what's going on with the business? You were out. You were like totally. I was out for a year almost. It's gone. People like what the hell happened to you? Look like a skeleton. I'm like, no, I'm okay. I'm okay. I owe so much money. So much money. And then I decided one day either that or I go to jail. Either I go to rehab and therapy or I go to jail. You make the decision, what do you want to do? I said, I'll go. I went to therapy first day. I lied straight through my teeth. He's like, bro, what are you doing here? I'm going to take your money, but I know you're lying to me. I'm like, oh, it's painful. Therapy's painful. Got to go dig into your past, and you don't want to talk about that, you know? Help me, man, thank God. I miss it every day, bro. I miss gambling every day. Every day. I think about it every day. You don't let go of shit easily. I'm just noticing that now. You're talking about the guilt that you still feel from when you were a kid? It's a brainwash, bro. You talk about the gambling? Let me ask you a question. The kid who's born and he decides to become a terrorist, do you think that's how he's born? No, of course not. You brainwashed you, right? Oh, you got to kill yourself. You got to do this. You're going to be a hero. So he's like, whatever, I'll do it. That's what I did. I was brainwashed as a child. Not by my parents, but in school. This is what God wants from you. So you feel guilty every time, even though you're out of it now, right? But you still... See, a child's memory is like a cement, right? Yeah, when they're growing. Sticks, everything absorbs everything. That's what we absorb is threats and fear. So how do you, so you're, you know, you've gone through a lot of difficult, difficult shit in your life. And I don't want to equate, you know, being very respectful. I don't want to equate what you've gone through being super religious as a kid to what you've gone through with gambling. They're different. They're different things that are different impacts. I would choose that life again every day. I know you would. The gambling life every day. Why? Found my own identity that way. It cost me a lot of money, but it's okay. Then I was a puppet. I thought you were going to say you would choose that life every single day. The religious life? Never again. No, no, because of who it made you now. Yeah, that's what I did. That's what I'm trying to say. Maybe that's, I found my own identity through that. It cost me a shit ton of money, but it's okay. I found myself. With them, I've still been in their system. So when you get out of like a community that is all-encompassing, all-consuming, you still feel guilt from being, you know, very, very strict, orthodox. You still feel like whatever this pull to gamble. You still feel all these things. It's not a pull. I love the feelings. I know, but I'm saying like for people that have gone through things that are still like in them right now, what's your wisdom to help them get out of the thing that they don't want to be part of, that they feel guilty, that leaving, they feel addicted and they can't leave. How did you turn your life around when so many people can't and fall back to all these old habits, old groups, old communities? Because you pity yourself. You can't pity yourself. Ah, whatever, I'm in all the way with another $100,000. Oh, I feel so bad. I went through hell in life, so I deserve it. I'm not good enough. Yeah, but that's not going to make you a better person. It's going to bury yourself. Can't feel bad for yourself. You can't. You got to take responsibility, accountability, and move on. Yeah, I can also blame my parents, blame my brothers and sisters, and blame my teachers. No, it's my fault. I did it. Man up. Grow up and do it. Better yourself every day. If you don't challenge yourself every single day, I think, or make yourself better than you were yesterday, then you're wasting your time. I agree. Every day you get up and you got to be better than yesterday. And you got to make the world a better place. You're gambling and being addicted to it and stop making nothing better. Nobody. So you checked yourself into rehab? Yeah, my therapist made me go twice a week. It was outpatient rehab, right? So I would go every Sunday and Tuesday if I chose at 7, 8, whatever it was. Then he would, he's a smart man, Dr. Mizell. He would tell me, okay, so you go and I'm going to test you on what you learned. he would test me or he gave me the AA book it was like a big blue book it was called it was like 12 step program and all that and he would make me highlight what I would read and he would test me on that every week and if I failed I was in trouble so I made you not to fail that man it was hard when did you get back into the business The second I went to rehab, the second I went to therapy, I got back in. So what I did is I got back in. I went to a guy named Sono, helped me a lot. He's like, listen, I was doing diamonds. And he's like, yo, I asked him, like, can you wire money for me to my guy? I found a guy in Canada, actually, in Toronto. And he had three watches. He had three Day-Day twos. This was 2014 now. And I'm like, Sona, can you just send him the money and then we'll sell it and we'll make profit. We'll split the profit. I don't have the money. He's like, you know the watch game? I said, yeah, I was doing watches and I went to Dime. He's like, I want to do watches now. I want to do watches. I'll put up all the money. We'll do 50-50. I said okay I'm in He's like well you gotta go to Hong Kong Like you gotta move there And start working there And I'll tell you what to do Like go there This was before anybody Even knew what Hong Kong was I said I'm so desperate I'll do anything So what I did is I sat down with all my people I owe the money to So listen I owe you guys A lot of money I'll live off $4,000 a month I'll keep for myself Every other penny I make I'll pay you off Within two years I promise That's what I did Started working. I kept 4,000 and I gave everybody back. Within two years, I paid everybody back. And today I could look them in the face and they do business with me and whatever it is. Because I can be like, listen, I lost the money. Go screw yourself. But you can't. All you have as a man is your word. That's all we have as men, you know. Paid them back and then lived in Hong Kong till COVID. Went there. Two weeks there, two weeks here, two weeks there. I would buy merchandise. And that's when my business really took off. Honestly, after the rehab stint and the therapy, that's when everything. So you're not gambling anymore. Now you're focused on this. Gambling was like the main thing. There wasn't anything else. No, gambling, alcohol was there. No, no drugs ever. I was always scared because I wasn't scared. I'm a control freak. And in drugs, you lose control to the drug. I don't want to lose control to the drug. I can't do it. So I can't take any. I never tried a drug. I tried marijuana a couple of times. But anything else, never. Walk me through Hong Kong Watch Arbitrage. So how did you discover this? My ex-partner Sonos like, yo, go there. I have an office there. I think we can buy there cheap and sell here in the States. And what are you buying? Anything. Any Rolex, Datejust, Submariners, whatever it is, I'll just buy anything then at the time. I remember I went there the first time. I was like, wow, that's like New York City. Just way more people. It's dense. It's exactly. Smells the same. Looks the same. Buildings the same. Went there. Started knocking on doors. Went to shows. And I'm like, you know what? I'm just going to stay here. What else am I going to do? So I stayed. I'll go for two weeks at a time. Got an apartment. Buying watches, selling it to the state. Before Trump's tariffs, it was easy to send Rolex, pay nothing. Now it's 10%, so it's much harder. I would send, unload to all the stores, wholesale, COD, make 2-3%, go back. Two weeks, two weeks, two weeks, two weeks, do that. I did it till COVID. Why in Hong Kong is there such a huge amount of below U.S. market priced watches? So every country has their own market and they're all like what they like. Like, for example, we like bigger watches. Chinese people are smaller, so they don't wear it. They like sport models like Submariners and GMTs and whatnot. We like Deja's, bigger watches, Gaudier, APs. Asian people don't like it. It's small. So each market has their own niche. And it's the exchange rate that goes, right? And it's all supply and demand if nobody's buying them. Nobody's buying them. There's watches that are complete dogs, as we say, that nobody will sell them. And there's watches that you won't understand why, like this, it's triple the price of what it's worth. I remember Richard Miller's like the new hype now. I remember I bought that brand. I paid for $3501 then. I paid $86,000, sold it for $92,000. I was like, wow, today the watch is $300,000. Who knew? Have you ever, like, when you first started getting into this game, Did you notice some, like, I mean, like, outside of, like, the, I mean, well, even, like, Patek has had massive ROI in whatever the past 10 years. Patek was not hot 10 years ago. Oh, I know. That's what I'm saying. So was there ever a brand that you saw when you first started in this game that you knew was going to blow up? Richard Mill. You knew Richard Mill was going to blow up? I felt, I didn't know it was going to blow up like this, but I was like, what? It's different. His marketing is genius. He would go to all these athletes, not like, he'll go like to Rafa Nadal, say, you wear this watch. I made it. People saw it. He went to Bubba Watson and said, you wear this watch. I'll make it under your name. And it blew up since after COVID, even before COVID, that watch just started. Yeah. He would make a lot and he would be very different. Look, Paddock back then, I remember I bought an Aquanaut 5167 for $15,000. Today the watch was almost $100,000. I couldn't sell it for $15,000. I couldn't sell it for $100 profit. Yeah. Yeah. I remember 5711, I was on a boat to Macau. This was 2016. I'll never forget. So I was going to Macau just to see the casino there because I was infatuated. You know, I was on a boat to Macau. It's better than Vegas, by the way. Macau is crazy. Crazy. Macau, China. I went to Macau. I remember the dealer called me. Then dealers would sell to us. Like, Patek will call us. Please, we can't sell them. Buy them. They can't move their watches. We can't move your watches. Rolex will call. Please, $35 off. Take everything. In 2016. Yeah, $16, $17, $18. 35% off retail. Today, I'm getting a penny off. We're playing close tax. So, Patek dealer called me. He's like, I have a 5711 white dial. Nautilus. Today, that was $115,000. How much is it? It's double sealed. Basically, Patek has double sealed. They seal it with a vacuum. They have the boxes sealed. How much? He said $22,000. I said it's not a month. I offered him $21,000. And I was scared he was going to say yes. He said yes. It's all for $21,500. Can you imagine? Today's $115,000. Go find it now. Well, that's a thing you can't find. You really can't find watches. AP Skeletal. I'll never forget when it first came out. I paid retail. $78,000 was retail back then. I had it for a year, sold it for cost, and I kept the link as profit. $800. Teresa, $200,000. When I see your content, I'm seeing that you're sending these kids around. This is a really cool new content style you're doing. You're saying, hey, what can you get for it? You give them a price? I think that's what you paid for it? I tell them, ask for this price and call me with an offer. What they do is sometimes these kids, they get fresh. They ask for $2,000 over and you're never going to get it. Then they ask why they can't sell it because you're not asking for the price I told you. Exactly. So I'm seeing them do this. But I'm also like the margins are so small. Very small. But it's how much you sell. It's like owning a grocery store. You have nobody. How much money do you think you make on an apple? You sell a thousand of them a day. Yeah, but do you sell 1,000 watches a day? If I sell 10 watches a day, I can make $5,000. $500 of profit. You make $500 a watch, you sell 10 of the day, you make $5,000. My expense today to open my store is $100,000 a month. Break even. So we got to sell. We're going to have 10 employees. We have, how many we have, Rafa? Downstairs, we have six. Upstairs, we have another seven, maybe. Is that the best way to play the watch game? To do the volume? It's no profit. It's volume. Do guys try and do like huge margin? Yeah, but then the customer finds out and never comes back. So me, I'm different. I try to, people are like, where are you different than everybody else? So two things. I like to teach a customer before he buys. He was like, I want this watch. Like, bro, I mean, I'll sell it to you, but, You're on your own when you want to sell it tomorrow because there's no profit here. There's no margins. It won't go up. You're going to lose 40% of your money, X, Y, Z. I wouldn't buy it. Another guy would be like, yeah, it's such a nice watch. Buy it, bang him, and call it a day. I mean, I like to build like a family relationship style. I'll educate him. Tell him, don't buy it today. Go home. Think about it. Come back tomorrow. And a lot of people, when they come to do business with you, are they looking for a watch to flip and make a profit? Or are they just looking for a style they love? So most style they love, and then you have the ones like, oh, am I going to make money? No, you'll make money not today, but probably in the next couple of years you will. That's the trend that's been going for the past seven years. So what's going to change? Money has no value. It's getting worse and worse every year, right? I was laughing. We just came back from Japan. And we were looking at watches. Best market in the world. It is good, but it's not... Birkins, everything I buy in Japan. I sell Birkins. I sell everything I buy from Japan. Okay, we got to go visit them after. So she got three. They say it's like B quality. It looks like brand new. That's what she's saying. Everything by them is top, top, top. But I noticed that the Birkins you can get in Japan, they are like 30% off plus what you can get them at in the US. But the watches are not the same discount. Some are. Not 30%, but some are different. So Japan has their own market. I'll go to Japan also. I used to go every month to Tokyo. When I was trying to figure out your Hong Kong strategy, I was wondering if Japan was part of that market. Japan is the... China and Japan are the both. Japan is different. Japan is more... You know, more respectful than Japan. So much manners. You know, China's different. It's like New York City, right? They push you. There's no excuse me. Japan is more like South hospitality. Yeah. Right. Their bags are... Wow. I promise I used to buy bags. I'm like, oh, it's not the best condition. I'm like, all right, let me see it. They sent it to me. I'm like, this shit looks brand new. What's wrong with you? For them, if there's like a little hairline, for them, it's a B. To get an A plus on their bags, so they grade it with A to, you know? Now the grading goes, A, A plus, they have the grading with their bags. For them to grade it at an A plus, it has to be brand new. But most of their bags are A, in my opinion. But they call it B plus, and... the lower the grade, the lower the price is. I would look at C grade and be like, you know what? Who cares if it's used a little bit? If I can save $3,000, what's the difference? Or more. Yeah, they're gonna wear it anyway. Well, I was laughing because I think the girl math on the Birkin is, hey, let's buy this, this is a great price. And then she's like showing me the price online and she's like, hey, look at what we can sell it for. I'm like, don't fucking lie to me. You're never gonna sell this shit. And even if you are, you're not gonna get that price. They just, online is an illusion. People come, oh, I have this watch I sell. Online it's for 30 grand. So why is it still for sale? Because that's cheap. It's not for sale. It's online for a reason. They can't sell it. They put it online. I see these YouTube videos of, you know, they probably are going into Diamond District and they're trying to sell these watches and then somebody's, you know, going into it with a little lupa and taking a look. But for the average person, What's the advice to them? Because nobody... Buy from somebody you know. Let's make the assumption nobody's trying to buy fake shit. Of course not. So the average person, if you can't tell and you need to open up the back and you need to have like a little microscope to go in, the average person's like screwed. So you got to buy from somebody you know. Somebody you trust. So by me, if you come to me, you buy from me, right? And you just tell them, you can come back to me. It's like, listen, this watch is not authentic. We got to get a letter from Rolex, of course. Everybody can swap parts. If you give me a letter and you come back, you have somebody you trust. That's how this whole business is based on trust. So we're in a business where I can take $10 million on somebody with no contract. That's from the word Mazal. I get $10 million in merchandise. No contract, no nothing. And if I screw them, tough luck. What are you going to do? There's no contract. No contract? I need money to go to the police? I'm sorry, I have the money. But we don't do that because we're men. We keep our word. Where did that come from? Was this always a Diamond District thing? Always. It's crazy. Can you imagine? Imagine buying a house based on a handshake. No, it's nuts. Because how much money flows through Diamond District? Billions, I'm sure. Billions. It's the biggest. It's like the financial district. It's like Wall Street. It's the dynasty of the world. Everything comes through 47th Street. First stop. First stop. And can you imagine every corner like this, this competition? Yeah. Everybody makes money. It's crazy. It's crazy. The only job I'll trade it for is I always want to be a doctor. So that was my dream to be a plastic surgeon. I think about it every day. And that's the only job I would want to do for one day besides what I do. Now I'm nothing else. Nothing else. Why? Why do you want to be a doctor? I don't know. When I was younger, I wanted to be a plastic surgeon. And I went to my dad. I said, I want to go to college. He goes, you're never going to college. There's girls there and you're going to mingle with them. And I'm like, I want to be a doctor. He's like, yeah, you're going to be a doctor for the souls. You're going to be a spiritual doctor. Fuck. So every day, you hear a crazy story. We're sitting outside. I'm sitting in some apartment in the pool. And I have, there's a guy there like, oh, I follow you now. Well, you're the watch guy. I said, yeah. Like, I'm a plastic surgeon. I'm like, no way. And he's talking to me like, I always wanted to do jewelry. And I'm like, so why don't you do it? He goes, my mom made me go to college. He said, you want to hear something? I want to be a doctor. You want my job? I want your job. Grass is always greener. And he's like, you don't want to do what I do? I said, I just want to do it for one day. Because I have that dream every day in my brain. So I just want to try it for one day. It's never going to happen. I'm not going to college for another eight years of my life. But that was, yeah. 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HubSpot is the agent to customer platform for growing businesses. Huel is a success story partner. Now, I'll be honest with you, I am terrible at eating well when my schedule gets packed. I'll look up, it's 2 in the afternoon, I haven't even had a real meal, and then I'm just useless for the rest of the day because I'm hitting a wall. So I started keeping Hula around. It's been an absolute game changer. They just launched into Target stores nationwide, which is huge. You can walk right into your local Target right now, grab the Black Edition ready to drink and the Daily Greens ready to drink. The Black Edition, this is a full meal, 35 grams of protein, 27 essential vitamins and minerals, no artificial sweeteners, gluten-free, and it's under five bucks. I grab one of these in between recordings, done, I'm good for two hours. And the Daily Greens is more of a health thing. 42 vitamins, minerals, and superfoods in one bottle. 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So that means accounts, investments, savings goals, spending all on one screen. The first week I had it, it fired recurring charges. I've been paying for months without realizing. And every single week, the AI recap tells me if spending spiked, if my net worth moved and what bills are coming. And I can just ask it, Hey, can I afford this trip without touching my savings? And I can get a real answer based on my actual numbers. It is a financial advisor in your pocket. It costs less than an hour with a real one. So write your own money story with Monarch. Use code success at monarch.com and get your first year of Monarch core half off at just $50. That's 50% off your first year at monarch.com with code success. When you do business on 47th Street, I want to talk about some of the business lessons because I think the way everybody does business in this Diamond District is very, very interesting. You mentioned like Mazal, that's a handshake. That's a contract for millions of dollars. That's just the way it's always been. And nobody violates that. They do. Just don't work with them anymore. They do. There's plenty of people who do, but they don't last long. It's how you're up. It's how you're born. It's like you have a guilty conscience or not. People can come and take advantage of that, but you'll smell a scammer from a while away. 95% of people on 407J are honest. I know that has a bad rep. Everybody's like, ugh. They're very, very good people. Very. They just want to make money. Everybody tries to make money. But they'll never scam you, never sell you something fake. They'll never lie to you. I mean, they won't lie. They'll tell you something just to make a sale, but they'll never steal your money and be like, you know what? Go screw yourself. Never. They have too much of a reputation. Rent is $20,000, $30,000 a month. He's going to sit there and run away because he sold you a watch for $8,000 that's fake? It doesn't make sense. People don't see the day-to-day, right? People don't look at it. People are like, whatever. It's not a nine-to-five in corporate America. There's no higher-ups. Let me talk to your manager. I am the manager. I'm the boss. What do you want to do? There's no such thing. There's no lawyers. There's no lawyers. we're men like back in the day you know when men would fight yeah I saw this show called the last kingdom like damn that's how people were fight back in the day it's 47th Street it's the wild wild west man go there one day you they'll suck you in from every corner come in come in you want to buy you want to sell you'll you'll go look at Birkin's after you're gonna get overstimulated she's gonna find something that he's triple the price and not triple like 30% more than Japan yeah I have no doubt first offer is your best offer what does that mean I mean, it means that you have an offer, you're making money, don't be greedy, sell it. I learned it out of my own blood. I'll tell you, I bought a 5711 Tiffany back in COVID. I paid $290,000. We paid $290,000. We had an offer $320,000. We said no. Wash dropped to like $200,000 and still dropping. David Dobrik walks to my store one day. I met him. He walked in. David Dobrik. His energy is insane. He's like, oh, I like this watch. I showed him a bunch of watches. I want this one. I said, 200 grand. He said, no. All right, let's flip 100 or 200,000. This is two years ago. He's like, okay. I'm like, fuck. I don't think he's going to say okay. I'm like, shit, this is the biggest flip of my life. 100 grand on a watch. We're already in the hole. We already paid $290,000. The most we're going to get out of it is 200. If I got 200, if I got 150, I would have been happy. And it was so hectic then. He's like, okay, stop the camera. He's like, listen, I'll take it for 150 right now. My partner said no. And my partner is the last guy. He doesn't even gamble at all. He's anti it. He'll play like 500,000. It's not like this big flip. He's like, let's do it. Because he opened his mouth. I want to do it. We're men. Wow. Like Z, no way. All right, let's do it. We lost the flip. He flipped. He won. He felt so bad. I said, David, why do you feel bad, man? First offer. I had offer 320. I sold it for 100 grand. That's your rule now. First offer is best offer. Always take it, man. Because look, let's say you offer me on something. I say no. I leave. I come back and tell me I don't want it. Now you hoard it out. Right? Right? Let's say we're in the same business. You want to buy this property and I tell you, oh, you give me an offer I'm making. And I say, no, and I'm going to go to the market for another two weeks and I'm going to come back to you. Like, I don't want to know. You hoard it out. Who am I going to sell it to now? It's just because people are greedy. We're all greedy. My dad told me a lesson. I started like, listen, son, you can't put 10 fingers in your mouth. You're going to choke. Try. But you can put five. Five is enough. Don't put 10. It's wise. It is wise. I think that all the traditional sales wisdom is to anchor high, negotiate, get the best. None of this first offer, take it, and move on. But there's something about speed, too. There's something about speed. For me, it's turnaround, turnover. It's how much money I make on my money a month. It's not about how much. You know, when I started, one guy told me, I remember, his name is David SW. If you look him up, he's the biggest online guy in the world. Like, he's huge. Quiet guy, bro. This was 2014. I went to a show. I'll never forget. He had, I bought two stainless steel Daytonas for $8,900. I swear. He had a showcase, nine watches. I bought three of the Daytonas from out of the nine. And I went to see him in Orlando. He's like, come, let me show you how much, let me show you like my safe. Bro, he had merchandise? I'm like, what? Like, David, why don't you bring it to the show? He said, son, let me tell you, let me teach you something. It doesn't matter how much merchandise you have. It matters how much money you make. Don't fall for the illusion. You have a full showcase of watches, but you're not making any money. Have zero watches, but every month, make sure you're making that money. Forget what people think about you. And that stuck with me, bro. Like, that guy is a genius. Don't fall in love with your own supply. Correct. Never. Sell everything. Don't feel attached to it. You can always replace it. If you can replace something for the same price you sold it for, you sell it. If you can replace something for the same price that you sold it for, then you're not a good salesperson. No, but you have to sell it. If I can, let's say I had an offer $160,000. I can replace it for $155,000, but I paid $140,000. You sell it and you replace it again. Yeah, yeah, yeah, yeah. If people don't do that, like, oh, I want to get more money. I want to get another $5,000. All the worst habits are just all tied back to greed. Correct. For example, right, let's say you lend hard money. How much is your money worth every month? 2%, let's say, average. Hard money, not like bank money, 2% a month. So every month that I watch on your showcase, it costs you 2% more because you could have Lent that money out. You know, I see this so much with real estate too. When people don't sell the house because they're not hitting their price. They get greedy and then they... And it's like six months. It's a year. And then it's sitting on the market and people are looking up. Why was it not... And you're paying that mortgage or whatever the hell it is. So the price keeps on going up. People don't understand that. I got my price. Yeah, eight months later, you could have taken that money and turned it over three more times. It's all about turnarounds. All of your business knowledge, you didn't learn any of it in the classroom at all. You never went to school, didn't get an MBA. I came to 47th grade. I was the quietest kid in the world. I was shy. I was embarrassed from everybody. Couldn't say hi to me. I'll put my head down. I would never talk. Do you think that not going to school and not going to business school was actually an advantage? Yes and no, but I wish I went to school, in my opinion, because the more you know, the better you become. How much better are you doing than the average MBA? Yeah, but at least he's smart enough to open a company that he can exit, not me. I'll never come. I can't sell this company. We're the company and we sell it. We're done. You're going to come and buy it for $30 million? Then what are you going to do? You need me there. You need my partner there. Plus and minus to everything. I teach my kids all the time to go to school. I want to be a wild girl. I told my son, no, you don't. It's the worst business in the world. Go to college. Got a degree. And then tomorrow you can come here anytime. It's not going anywhere. You couldn't pass this on to your kids? I don't want them to do it. It's a cutthroat business. There's no God in our business. There's no loyalty. Why are you saying that when, on one hand, you're saying you do deals with a handshake and a word? But there's no loyalty. I got screwed by somebody. In three years ago, four years ago, for me and my partner, I got screwed for $2 million. My partner got screwed for $600,000. And people still work with that man. They don't care. I didn't get screwed. They tell them me, so we'll still work with him. But they'll still pay me the money they owe me, but that's not loyal. You know what I mean? Let's say me and you were in business. They and them two found out that me and you had a thing and I screwed you for $3 million. And they're all your friends. But they're still doing business with you. There's no loyalty, but they'll still pay their bills. They're not loyal. Do you really think that other kinds of businesses are better? I'm saying in our business, there's no loyalty. There's nothing. They don't even care. They'll sit with you on the table and talk shit behind your back. I have no friends for that reason. Zero. Zero. No friends. No friends in the business or no friends? What do you mean at all? I don't know. I have five people I can count on my hands in my life that I talk to every day. And that's it. My twin brother, my partner, and one kid named Ben C. is my best friend. That's it. Nobody else. I have acquaintances. But there's a line where I draw. I turned 40 years old this year. You know what I did? Nothing. I'm going to bring a bunch of haters. I'm going to celebrate and talk shit behind my back. I don't need that. where you are so pessimistic about people. It's true. I've been burned so many times. Best people are the... I mean, you can count on your hands. Yeah. Right? I'm not. This is just my personal opinion. Most people are haters. They're all jealous. The only person you're not jealous of is your son. You want your kids to be better than you are. Everybody else, you want to be better than them. So what's the point? What's the point of sitting with somebody, eating with him, and then tomorrow you get up and he talks shit behind your back? What I gain out of you? I've never in my life ever, ever not been happy for my friend's success. Truly. Truly. Legitimately. They don't make people like you. There's a lot of people in my friend group that are worth way more than me. Yeah, me too. I'm probably the poorest guy in my group. People are probably the smallest fish on 40th. I don't care. I don't care what anybody else does. Well, look what he did. I don't give a shit. It's his life. I have mentors I talk to, but they're not. You can't be friends with a mentor. Like Eric is my mentor, a guy named Eric Bonardi. He's an Italian guy. Look, 40th century is run by Jews. 99% are all Jews. But the biggest dog is Croatian. That's funny. He's my mentor. And he told me, you want to be successful? Don't run a business like those people downstairs. Be straight. Be honest. Teach people. And then be successful. That's what I do. So, he's not my boy because he's my mentor. So I look up to him. You know what I mean? So I can't call him like, yo, bro, you want to chill? I look up to him like he's a rabbi. My dad was that way. My dad had no friends. He's a leader of community. He's like, I don't need friends. You got to hold yourself So right now in your life, it's laid out. So you have a business that you work 24-7 at. You have no exit plan. There is no exit plan. I know there's no exit plan. That's my point. There's no strategy. Who's going to buy into my business? There's no, you're saying you have five friends, but no one outside of your close circle. You didn't celebrate anyone or no one celebrated you on your 40th birthday. Well, I don't care about it. So what does your life look like in 10 years, 20 years? Hopefully I can make this place a better place than I was when I came in here. That's my life. That's my goal. That's why I give these kids an opportunity. Why would I, people are like, how do you trust these kids? They're going to run away with your watches. So why would somebody run away if I'm giving an opportunity to make money? You got to be dumb. If you give me an opportunity to make money, why would I screw you? I'm going to sit and latch onto you like a leaf so I can make money. So you see the negative mindset of the world, right? How are we going to screw and take the money right away? Where I look at it like, no. If he screws you for $10,000, shame on him. Never happened. We drew in it for how long? Almost a year, blessed. Not one kid ever tried to run away. And we gave kids 60, $70,000 watches. When you work with these kids, is there like a personality trait that you see in a kid? Yeah, some of them you know they're going to be good. He knows. Rafa knows. He's with them because he records. He told me some kids, like, they're not good. And so I was like, wow, this kid is. You know whose kid was crazy? You remember Anthony Weiner? Yeah, yeah. His son came to do a squid game. For real? That kid is sharp. Like that kid stood out to me. There's three kids that's like, whoa. Anthony Weiner's son stood out to me, bro. I was like, remember him? He came? Wow, that kid is sharp, bro. So what makes somebody good in this game? Confidence. Confidence? It's a shark tank out there, man. It's all confidence. And I love to give these kids. And when they don't sell, I feel like shit. Like, oh, because I want them to be. They come, they're so excited. And they can't sell. And I feel like I let them down. Did you give him a second chance? No. Maybe one or two, but they come, like, because then I'm not going to have enough for the other kids. Right? So I started the content doing flipping. Flipping college was excited. That Dobrik flip, was that the first flip ever? No, I flipped before that. That's how I got back to my gambling. So we started social media. This is February 2nd, 2023. We started social media. I'm like, let me try TikTok. I had an office. Like, let me try. I told my partner, like, listen, I'm going to go downstairs. I'm going to try TikTok because everybody's doing it now. So let me try TikTok. Let's see how it works. And first video, I got 10,000 views. I'm like, Jesus, I'm on to something, right? And I was so shy. I was so camera shy. I was so nervous. I made the idea like a thousand times. But I learned now, be yourself. The camera's not even there. So I started flipping coins, because everybody else was doing it. I said, don't be flip. I did it with Moses. He came to my office one time, like, yo, let's flip a coin. And it stuck. So I said, that's going to be my niche. He was already doing social? Social, but no flips. He used to come by for me in my office. Before I did social, he's like, yo, let's flip a coin. He's like, let's do it. So we started flipping on 47th Street, me and him. And I was like, you know, it's going to be my niche. I started flipping coins every time. And customers would just come just to gamble and flip, flip, flip, flip. I wouldn't lose money. I would just either make, break even, or make. So then people tell me, how are you a gambler? And I said, just like gambling, I'm not losing money. Dobrik, I lost. Dobrik, you lost big. Lost big. But I'm like, you know, it's getting old already. What can I do to make? So I'm thinking, thinking. I'm like, what can I? So one time a kid came to me, he was eight years old. He was like, can I try to sell a watch for you? No, he came, he was like, yeah, I was like, you know, why don't you go? You were with me then, right, Ralph? You were with me. I used to give my son in the summertime watches to go sell. I would take videos of him and show him. I was like, you know, let me try. A kid came, eight year old kid. Like, I follow you. I want to get in the business. Like, you want to get in the business? I said, all right, try sell this watch for you. See how He went, he sold it. I'm like, recall Squid Games. Here we go. Then I made a video. Then the next day, 20 kids showed it. I was like, got two or three a day? Because it takes about like 40 minutes to go around. And that's what happened. I do it every day. And I do it to help these kids. Everybody's made for school. And they love and they watch us all the time. So let's give back to these children. Instead of being on the streets. So why would you go on the streets? I told him you want to go out. I have these teenagers coming. Like you guys want to go out with girls. Have a good time. Yeah. At least you have money in your pocket. Instead of committing a crime and trying to pay for it. Make money. Maybe learn a career. So I got robbed exactly July 23rd last year. Right. And I met some guy. who's a Harvard grad genius. His name is Anand. They call him ICE. And he went to Harvard, Stanford. He used to work for Bank of America, like 300 employees. He came up with an idea, and he told me, let's do it. We invented something. It was about exit strategy. We invented a jewelry program where we sell a membership for $100 a year, and you get our jewelry at our cost. So if you're a member of my jewelry program for $100 a year, anything you see on the website or anything you see in my store, whatever my cost is, That's what you get it for. Hopefully we can build that shit up to be like a Costco. That's not a bad program. $100 a year. Not a month. A year. $8 a month. You spend more on Starbucks coffee. A hundred percent. So lab studs, which I would sell for $2,500, I sold for $900. That's not a bad program at all. You just got a subscriber. I think that's my exit strategy. Like people are like, oh, so this is not my idea because I couldn't think of it because I'm so focused. That was Ice's idea. And he's like, bro, you got to do this and whatever. Because when I got robbed, he's like, he based the whole robbery on trust. Well, explain. So go back to it. So you're killing it on social, which ironically is great for business, but also leads to a lot of eyeballs looking at you. This is what led to the robbery. July 23rd. It was 10 a.m. And I walked out of my house. I'll never forget it. And I was going to my car and I see a guy running with a construction suit. I turn around. It's a tall guy with a mask and he pulls out a gun. I thought it was a real gun. It was a taser. So it's not the tasers that come close. It's the ones that shoot out. The ones the cop use. That shit is powerful, bro. Hit me here, on my leg here. One hit here, and then one missed hit me right on my belt. And I was running. And then I couldn't run anymore. I felt shaking like a drop. My body just gave up. You can't. You just take your whole body electrocuted. They took everything within like 40 seconds and bounced. This is New York City. They still didn't find him. These guys are still on the loose. And then social media, I went on. So they posted it because I went viral. I'm like, oh, you insurance scam, you scammer. You know, all those Calvinists. But how do they move a piece like that without it being flagged? Sell to somebody. He doesn't say he buys it. He takes it overseas on his gun. It's not her. It's not a car. Little thing. You wear it. Go overseas. You sell it to different countries. That's it. Each country has their own. Like in America, they'll take a watch that's stolen from you. If you go to like, let's say, Richard Mill, they'll put it in. Like, oh, watch it's stolen. It goes back to its owner. They just don't sell it here. Yeah. In China, it's stolen. We're not going to take care of it. Enjoy. Did you ever think of hiring security to... That's security. So funny, the next day was David Dobrik's birthday. So I had to fly out the next day to LA. And people are like, oh, you're going to go? I'm going to sit home and cry about it. You got to move on in life. You know, people sit there and I still have, I'm still scared on my ass sometimes at night or whatever. listen traumatic like yeah i'll turn around every minute to see who's behind me just but you can't stop doing what you do you can't stop working you can't stop moving high security one higher security and i paid him a good amount of money and one time i asked him to bring my son from work and he said i'm not your driver and i said okay so you're fired I said, if you're not going to pick up my son from the city when I ask you to, and you're on my payroll, have a nice day. And not for a second you ever thought, I'm going to post less, I'm not going to be used. No, so that's what happens. Great question. I was thinking about that. I was like, I'm done. It's not for me anymore. And this rabbi, which... He's like the big dogs. He's like LeBron goes to him. Kanye goes to him. He's like a big rabbi. And I went to see him. Before I was flying to Dobrik's birthday, I'm like, rabbi, I'm scared. And I'm going to stop. That was that night. Out of nowhere. I didn't see this rabbi in 10 years. Some guy called me. Look how God works. Oh, this rabbi, I want to see you. Come. And he's like, you're not going to stop. You're going to go harder. You're going to go better. You're not going to fall to those people. Show them that you're not scared. You got my blessing. Keep on doing it. It's all right. So I did it. I'm still here. I don't think, do you want me to stop? I just wanted a quick lick. That's all. Yeah, but you've had other... Yeah, incidents. That wasn't a setup. That was already they follow you from a show. They see you wearing a nice wash. They follow you. They followed me for a month. Like I checked the cameras now. We checked the cameras. It was a month. Every day they would drive after me to work, see my routine. I'm a routine. I wake up, 8 o'clock, or the gym. I eat already. I come back. I leave the house. They already knew my routine. So they called me off guard one time. Do you think that you know who they are? No. No clue. No, no, I'm saying, like, do you feel like it's personal? Yeah, after me, yeah, of course. They just didn't care about me. They just wanted my merchandise. Because they took your Watch King logo chain and they threw it back at you. They did. They said, I can't have this. Because if they get caught, now, they're smart. They didn't come with a deadly weapon. So in New York City, they'll be out the next day. And they took my chain but left the logo. It was rose gold. They took the RM. They took some of my, I had Van Cleefs at the time big as like two and a half carat each. That was, they took that and they got away. But the next day I woke up, oh, the day got worse. Cops come to my house. They're like, watch, can you get in? So the cops know where I live. Like, watch, can you get in the car? Let's go chase him. We go chase him. We make a right turn. And God said, not today. We got T-balled. Boom. Car hits me so hard. I'm in the back of the cop car chasing the robbers. Yeah. Yeah, dislocated my shoulder. Ended up in the hospital. God said, not today, man. You deserve it. And this is what happened. I was like, God, like twice, you tried to kill me today. What do you want? Straight up, I was in the back of the hospital. I called my boy. So the Jews have their own private ambulance called Hatzalah. You call them within 60 seconds, they're by your house. I call my boy. I'm like, bro, I just got out of the car. I'm not waiting for that one. Get me. Came with the truck. Within 60 seconds, he took me. In the back of the truck, I'm like, God, what do you want from me? You just almost killed me twice today. I still don't know, but thank God we're alive. Next day, 6 a.m. I got on a flight to L.A., went to David Oberg's birthday like nothing happened. You just never stop. You just don't let. If you stop, you'll think. And you'll feel bad for yourself and think about it and overthink it. It'll happen. And even before then, you never had security? No. God is my security. And even now. I remember I had security then. The rabbi all came to me like, what is this? Fire them. But I fired him because he didn't want to take my son. Honestly, he didn't want to pick up my son all day from work. And I said, don't come back the next day. You know, it's funny because bringing this full circle, you walked away from a super religious community, but God has actually been like such an important piece of your life. God is not religion. They make God religion. God is our father. Our fathers love us unconditionally. Correct? Our fathers will die for us. I'll die for my children, nobody else. That's what life's about. That's what God is. God is our father. He'll die for us. Put his neck out for us. They don't teach you that in our religion. Maybe now they do, but back then they didn't. Back then was, God is scary and he's evil and... How is now, you know, fast forward, you're 40 now. Yes, sir. So it's been a minute since you walked away from that community and you've gone through a journey since. How's your relationship with your family now? Okay, whatever. It's fine. My dad is cool now. He's okay with it. My mom was always cool. I mean, my brother's mad religious, so I'm not, like, close to the children because he has 12 kids, and I don't want to, like, gosh, it would be the reason of something if something ever happens. Like, you know, so, but they're all nice. They're all amazing. Like, my brother's sisters, we talk a lot. My father's came up. My father finally accepted it probably in the past two years. Before that, not at all, but the past two years, he came more in terms with it, and... My mom was always amazing. But, you know, it's fine. It's harder for me in the community. I see them every day and they look at me, oh, you should be ashamed of yourself, you're the rabbi's son. Whatever, fuck off. So they continue walking. That's tough. That's very tough. I mean, at the end of the day, family is family. Like, I would love to have tattoos in the areas. I wouldn't do it because I'm still scared of my dad. But you have six siblings total. So you speak to your twin all the time, obviously. My oldest sister is 50. She has five kids, eight grandkids. I have 50. She has eight grandkids. My older brother is 47. My sister is 45. Me and my brother are 40. Now I have a sister that's turning 33. Now you're close with all of them? Yeah. Do you ever regret leaving the community at all? Not one bit. You're happy now that at least at this point. I'm happy, I hope. You're close with the whole family. Of course, I'm happy I'm close with my family. Do I regret leaving? No. I think the community is ruining these kids. And I talk about it all the time. They hate me for it, but it's okay. Okay. We'll play it. Why do you think? Why do you, what do you mean by? They're running. So it's not like you, you don't know what it's like. Like you can't talk to a girl until you're marrying her. You go out on two dates and you get married to her. Like you sit there and you can go out and make out with her, go to the movies. No, it doesn't work that way. Meet the parents. You see, that's your girl. It's like, okay, take her on two dates. The parents land and marries. And that's how you, so that's the only time you can touch her. Today it's not going to work. The social media, these kids want to explore themselves. They want to see, they want to experience. You can't tell them no. Are you going to threaten them? They're going to die? What are you going to do? Kids talk to me every day. They don't talk to their parents. They talk to me. So then what is the healthy place of religion? Be close. Be close to your parents. Be close to your children. Let them open up to you. They're going to do it regardless. Right? We were teenagers. We did what the hell we wanted. We liked our parents if they were straight. And we did it. And they thought we did it. So I'd rather you tell me. I'd rather my kids tell me. And I know. And I'll tell them, you want to go out with a girl? Let me drive you to her house. You dropped her off. She's going home. We're outside with her in the Uber until she gets home. Texts her. Is she okay? Then they feel like, oh, my God, my dad is okay with it. She's not going to go behind my back. In our community, everybody does it. They go behind their parents' back. See, that's not healthy either. No. So when you look at your relationship with your kids, what place does religion have? Zero. God, yes. Religion is zero. They're religious, though, but zero. I like the distinction. God is not religion. Not at all. God didn't choose one person, one religion. We did. Not God. We're all his children. Me, you, him, all of us here. We can be different color. We can be different this. He's our father. I think the biggest issue is that religion is so tied to God. When people don't want religion, they lose God. But that's what's wrong. That's the issue. That's what's wrong. And if you don't believe in God, I don't judge. That's on you. I have a lot of friends like, oh, I don't know. No problem. At least be kind to people. That's fine. If you don't believe in a higher power, you want to believe in big, big, that's fine. I respect your decision. I'm not going to sit there and convince him otherwise. The problem with today's world is either you're really right or there's really left. There's no middle ground. Middle is fine too. Both sides always have a point. One of my favorite quotes, I think it's from Robert Kiyosaki, Rich Dad, Poor Dad. And he said, every coin has three sides. Side one, side two, and the edge. And the edge is symbolic of holding two ideas, two conflicting ideas at the same time in your head. Understanding the nuance between the both and still functioning as a human being. So being able to understand that there's one argument, another argument, and both arguments have merit. Correct. They always do. Both sides, even in politics, the far left are nuts, the far right are nuts. There's always middle. I'm middle. I believe both sides have points. I just get along. So the reason why I didn't even mean when I sat down, I didn't mean to turn this into a conversation about religion or God. But what I'm actually really happy about is I think you are the healthiest version of somebody who left religion but kept God in their life. That's what I see from knowing you for an hour so far. Because my mom always told me, God bless her, she always told me, she goes, forget your dad and his religion fanatics. I'm telling you something they won't think. There's always God. He always sees what you do. Can't hide and never forget that. And for me, I believe because I've seen so many miracles in my life. It can't be like... You can't keep on coming back from the dead by luck. Like, come on. Once, okay, it's three times I lived a life. I lived three different lives. Lived a religious life, left, made money, lost it, gambled it away, made money again. Lost it, got fucked by a partner for $2.5 million, came back, started social media. I mean, my whole life, it's like a movie. And we're still here. And thank God. I mean... That's my personal, I don't want to shove it down anybody's throat. This is my personal opinion, you know? It's good, though. It's good. I think that, I'll just say one last thing on this, and I want to sort of move in a different direction, but I think that. when society loses God completely, I think that's when people are depressed, have anxiety, have sometimes no community, have nothing to really, not live for, but to a degree, they don't know why they're doing anything every single day. Like they just feel lost. And I think this is where a lot of things replace God. And another really powerful idea is that if you don't have a traditional god in your life, something else replaces it and becomes your god, which I also don't think is healthy. I'm with you 100%. You know, I also learned the blame game is very easy. So my dad always told me, if you point one finger this way, you have... How many fingers pointing this way? NetSuite Next is a success story partner. So they say that every day your business is late to using AI, you fall two days behind and the competition is only moving faster. So how do you keep up? 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Nothing's a failure, it's all a lesson, man. you're alive and healthy and you're breathing every day you're successful everything else is secondary money makes life easier but it's not all about money money can either kill you or make you better it's you choose how you want it to be but you're never a failure and even if you are failure you got to learn from your failure and become successful kind of Michael Jordan look in basketball in forget basketball and baseball you fail 70% of the time and you make it to the Hall of Fame You ever thought of that? You bat 300, so basically you fail 70% of the time, and you make it to the Hall of Fame. Seth Curry makes it 60% of the shots he takes, and he's the best three-point shooter of all time. It's not failure. I mean, it could be failure, but I don't look at my life as a failure. Failure would be if I messed up this world, committed a crime. Is there something wrong? I think the ultimate failure is if shit doesn't go right, It will go right eventually if you keep on trying. If you don't keep trying. Yeah, 100%. You know, how do you break a rock? If you spill water on it with a hole, it's not going to break. It's not going to crack. But if you drip water on it, eventually, it's going to be a hole in there. Everything comes with time. Today, everybody's so lazy. They want everything right now. You see it on Instagram. The car, it's all fake. The facade, the private jet. It's all, it's nice. Ha, ha, ha. But that's not life. People are dying in hospitals from cancer. That's what life should be. Help those kids. That's what life should be. It's my dreams. I wish I could cure cancer one day. I don't care about the private jet. I don't give a shit about it. I've never been a private jet in my life and I don't care. They're like, oh, you fly a commercial? Yeah, it's fine. I love to fly private. I can't afford it. It's fine. I'm not going to burn 30,000 to go on Instagram so that I can show that I can burn it, that I can fly it, you know? So you sell watches, though. You sell like vanity. This is why people buy from you at the end of the day. They want to flex. They want to show off. It's okay to flex, but have it to flex. Don't not have it and make yourself crazy just to compete with somebody else. So what is the reason why somebody should buy $100,000? Just an extra $100,000 instead of going to throw it on Blackjack. Go buy yourself something nice. Maybe give it to your kids. It has an opportunity to go out one day. You know, that's why you should buy it. To buy it and go in debt and try to flex to your neighbor. And then nobody cares. You don't take it with you. It's like you're older, I understand it, you know. You understand that it's all Listen it's all fake You know that This whole internet is fake And these kids don't Don't understand it They think that's what Real life is Money, cars, girls Yeah You sleep around How happy are you? You're not You find the right one You're fucking happy right? Because you build a relationship with her You build a trust with her You You She'll be by your side when the fame is gone. These women will be gone the second you don't have a, the second that credit card's declined, bro, she's switching you're like, you know what? It's exciting for that moment, but then what? Okay, you did it. You had 20. Now what? What'd you accomplish? In life, you got to accomplish. You got to feel accomplished. People are so empty today because they're not accomplished. Have you ever turned somebody away because you knew they couldn't afford what they're trying to buy? Yeah, of course. I told them I do it all the time. All the time. Why would you do that? You know? Of course. Especially in diamond rings, they come. I want a five-carat, six-carat natural house. Don't buy it. There's no point. I don't live in a bigger house because I can't afford it. My friends have huge houses. I don't care. I have a bed to sleep on when I call and you'll figure what it looks like. No, but you're right. It's all social media. It's all comparison. I mean... It's crazy. These kids today are so lost. I'm 36, so I'm a little bit younger, four years, but still I didn't grow up with social media. Right, we didn't. Our age was on social media. We were teenagers. What did we have? Myspace, right? What did we have? Or AOL Messenger. Yeah, I had that too, and I had a BlackBerry. I got my first BlackBerry. What was that, Nextels we had? Yeah, in like grade eight or something. I remember this one kid was selling like, I don't even know, like contraband BlackBerrys. In like grades seven and eight, and I got one, and I was BBMing everybody, and it was like the greatest thing ever. But with the BBMs, oh my god, dude. But I didn't grow up with this, so I was never trying to, even when I started making money, we were together before I had any money, and she was actually making more than me when we first started dating, and then now everything's working out, and I'm doing great, but I was never into watches, or flexing on Instagram, or anything like that. A woman has a Birkin, we don't carry Birkin, we wear a nice watch. She has now forced me to buy watches for myself because she's like, Scott, make money. It's embarrassing. It's okay. A watch is nice. It's whole status. I understand. But I made the money first. Correct. And then I bought the one. Correct. People going dead. Yeah, I don't understand that. They buy these Richard Mills because their friend has it going dead. I was like, what's the point? See, I'm Canadian. I'm from Toronto. I've never seen a Richard Mill in my life until I moved down to Miami. I actually bought my first Richard Mill from Canada. I've seen a lot of Rolexes, but I've seen people that are worth a lot of money, but not wearing $500,000 watches. This is a uniquely, I don't know, it seems like it's social media flexing, Miami. It seems like everybody's wearing a $500,000 watch. Fine, but that's not life. It's fine. You can do it, but that's not the purpose of life. The purpose of life is to change this world, to make it a better place. How do you help your neighbor? How do you help the guy next to you? How do you help these kids? How do you help somebody else who came into the business? You know, that's what life is about. Have the nice things, but don't get caught up in it. People get caught up in the nice things now. That's their whole life. Their whole life. It's nice. I love nice things. Trust me, I have nice cars and I have nice stuff. And I love it, but I won't flex on social media. Oh, guys, look, I just got this nice car and it's coming out. I won't do that, but I'll make a post in the car. You understand? There's a way to do it. But you've also made the money. But there's a way to flex it. Don't flex it like a child. Say, oh, look at this new delivery. No, make a post, a motivation post in the car. So whoever knows, no, they see the star, they see this. Okay, they know. Yeah, yeah. Know what I mean? How much money should you be making for each tier of watch? And what I want to look at. That's a great question. You buy a $10,000 watch, how much money should you be making a year? You buy a $50,000 watch, how much money should you be making? Because you know what's going to happen? I don't know who am I to judge, though. You are the, you are. So I believe if you're making 10, you want to buy $10,000, you should have 100 grand liquid in your bank. What about, what about 50, 60, 70? That accent is dead, that belt, that Canadian accent is, you can tell from us, what about, I love it. What about what? Say 50, 50,000, 60,000. 500K. 10% of what you liquidate, that's what you should have. That's what I believe, I might be wrong. And these guys that are wearing $500,000 RMs. Some of them have real money. I know some of them do. I know some of them don't. I don't know, bro. I'm not going to name names, but some people just have it just to have it. I know some people will go into debt. Yeah, people commit fraud and scams to get it. I met a famous YouTuber, Snapchat or whatever, in L.A. in some house. I talked to him openly. We were alone, no cameras. We were talking. He's young, excited, girls, Lamborghini, whatever. We're talking, you know, and I'm like, Tim, are you happy with what you do, bro? Like, straight up. He's like, I said, I love what I do. I wouldn't change it for the world. He's like, no. Like, I'm addicted to gambling and blah, blah, blah, and whatnot, and all the money he makes on social media is he blows it on gambling. I said, ask yourself, what's your purpose in life? We all have a purpose. What do you say? Just know. Find it. You know what's funny? When I started this podcast, I didn't care if it would make money because I enjoyed it so much. My goal with this show has always been I have a great ability to get good guests, ask them good questions, and then they're going to teach Scott 10 years younger. They're going to teach somebody who's just starting out in their career how to navigate life, business, success, all of it. And I knew that, and that to me was super fulfilling. And I knew that if I did that for long enough, I'd find a way to make money with it. But I led with something that I wanted to do that I felt, you know, I felt good about. I was like, this is like a value that I'm trying to give the world. And then the money followed. But if I think if you chase the money first, I think it's... First of all, I don't think a lot of people can be successful by just chasing the money first. Very few can. Gotta have passion for it. The gap between how much work it's going to take and when you actually start making money at that thing, it's a big gap. So if you just are in it for the money, it's going to be very, very, very hard for you to continue. It's like gambling. If you go to make money, you lose. If you go, you don't give a shit. People don't give a shit, always make money. Assholes like me will go try to make money, lose, because you're attached to it. You can't be attached to money. That has to be another reason why you're doing it. I thought billionaires give their money away. What are they going to do with it? Nothing at the end of the day. Dude, they feel good giving back. It's the best feeling. When you help somebody, you give back, you see somebody in need, and you see they're doing better. Yeah, it might be self's best. It's the best feeling in the world. You buy a car. How much are you excited? A month? Are you sick of the car? All right, what now? Drove this car already for a month, two months. Wow, I'm used to it, right? So not only are people going to death to buy watches and to just flex on social media and do dumb shit, then people also buy fakes. Yeah. So fakes, I understand. Sometimes it's not a right thing, but let's say people go to Europe, go to not safe countries, and they're wealthy. They wear fake watches in case. Oh, so when they travel, they have like the real version of it, but they travel with the fake version. Correct. Most of my clients are like that because they're scared to get robbed. And that's a big deal in Europe for sure. And here too, unfortunately. So when somebody walks into your store... I don't go home with this. Never. What's the point? I'll get robbed. I did already. So I don't wear it. There's no consequences for crime here. Anywhere. It's sad, but that's what it is. There's no consequence in New York City. No consequence in Europe. Look what's going on there. People go, you are a central place, paying hundreds of thousands of dollars. You go sleep in your villa and you wake up. You have nothing else because they gas you through the thing. They became smart. They didn't even come with guns anymore. They gas you. You're chilling at night, snoring. You think you're high as a kite. Just empty your house and leave. And everybody wants to go flex, right? Everybody's billionaires, millionaires. They're coming with their... Listen, I don't blame them. But they can't enjoy it. Yeah, but so this is one reason why people get fakes. But I'm saying the other reason is... You can't afford it. It's a flex. Yeah. Yeah, that's just as bad. So the people who get the bad fakes are flex. The people who get the good ones are the millionaires who don't want to get robbed. And what happens when you see somebody with a fake? Nothing. Yeah, I do. You don't call them out on it? You don't say shit? Why would I embarrass them? We were all there one time. We're all on Canal Street. This is dope. This is the hub of fakes right here. I was here when I was 16 years old on the train trying to buy those fake-ass Gucci belts or whatever. We were all there. It's okay. Fake it till you make it, right? Do you get a lot of people coming in trying to sell fakes? Yes. Some of them are really good. It's part of the business. Do they know they're fake? Yeah. Of course. Maybe one out of 20 don't, but most of them know they're trying to get away with it. Unfortunately, but that's part of the business. What are you going to do? Have you ever caught a big name with a fake watch? Like a celebrity? Yeah. Yeah, of course. But knowingly, they wear it knowingly. It's okay. I would too. If I went Central Pound, I wouldn't wear a real, hell's not. I wouldn't wear a real watch. If I go to Europe, I'm wearing a fake watch. I'm not wearing a watch at all. Why would you? Really, why would you? No, I know. It's wild how much this whole stat that I just saw about the 25% of Rolexes getting authenticated now being fake. I didn't realize it was that. Because that means that they're actually thinking that they're real. Some people sell them as real and they're not. Unfortunately, there's two different things we're talking about. We're talking about rich people not wanting to have a $100,000 watch stolen in St. Tropez. That's what China is doing now. They're duplicating their watch that look one-to-one. And they're making it look so real that it's hard to authenticate. So when China can duplicate a watch one-to-one, it means literally every single piece. If you open up the case on a watch, you could see? Sometimes you can't. That's how good they are. What does that do to the market? Nothing. It makes it stronger, actually. Because the real watches, people want them more now. So when China's flooding the market with these super clone, one-to-one fake watches, it doesn't hurt? Why would it hurt? The people with the real money will still buy the real watches. Why would it hurt the market? Right? Because people aren't buying the real ones anymore. The people who can't afford it. People who could will buy all because, again, they look at it, watches like it's going to be an investment eventually, right? They don't look at it as like a luxury because what the watch, the chart of the watch is the past seven years, it's stabilized after COVID. It's just been going up, maybe down a couple of percent, but keeps on trending up. If you look at all the different brands, so obviously Patek and RM are outliers in terms of how much you've increased in value. Yes. There's a new Constantino Vacheron store in Miami, too, which is a beautiful store. So are they having like- That's not up there yet. FB Jordan right now is the new wave. Everybody's going to go, hey, good luck getting one. FB Jordan is there, Richard Mill, Patek. Then there's Rolex makes too many watches. If you were going to take a crystal ball and say non-investment advice, but a brand that you'd want to bet on for the next 10 years. I don't know why Hublot didn't take off. That's great money. That's great money. Great watch for the money. but you're never going to sell it. But that watch is pretty. So what drives, like when F.E. Journe or Patek, what drives this, like you said, RM had a really good marketing strategy. They're working with all these athletes. That's what sort of pushed demand. How did Patek blow up? How did... Supply and demand. Same thing. Patek became crazy just like Rolex did. I mean, who would pay $35,000 for a ceramic Daytona? $35,000 today was $15,000 10 years ago. So what do you think is the most overvalued watch right now? Rolex Daytona. Yeah. I don't believe somebody would pay $35,000 for a stainless steel watch. Is that what you pay for it? Yeah, today. I would pay $35,000 and I sell it for like $36,000. Yeah. Brand new. Retail $16,000. Good luck getting one. And what's the most undervalued? You're using Hublot? Hublot Panerai. Yeah, $4,000, you get a watch, it looks, wow. Rolex $4,000, you get a watch. That's my grandfather's age and has to go to service every week. But that's the brand. That's the illusion they built. We built their illusion. The gray market picked up the market that these dealers are excited now that they're shoving. What jewelers do now is, like, say you go to a Rolex store, he has jewelry, like, oh, you want a Daytona? Buy a Tiffany something or buy a... Well, it's the same as playing the Birkin game with... I would never play that game. I would just pay double retail hotel, and go, screw yourself. Hermes. I would never go there, buy blankets. You're going to spend 15 grand. You're going to get the bag 15 grand. You spend 30,000. What's the difference? When are you going to use a blanket? You're not going to sleep on it because it's so expensive. So it's going to sit there and collect dust. You're not going to eat from the plates. But people like to play the game. Some people don't. Can you imagine you're waiting online to spend 15,000? They said, no, you don't have an appointment. I know. How's that? It's through your mind so hard. I want it now. But if you are somebody that understands this game, you're not worried about the $15,000. The game is meant for people where $15,000 is not. The problem is people with $15,000, they're not going to kiss ass. They have so much money, they'll go buy it for double retail. A guy like Mayweather, a guy like Floyd Mayweather, right, has money. He comes to 47. She blows on him and buys Burkitts for $30,000. He's going to go to Burkitt and beg and buy a piece of plastic and then... No. But that game is for someone. The game is for people like us who don't want to spend $30,000. They think they're getting a deal at $12,000 or $15,000 or $9,000, but they're spending $18,000. Now this is not going to use. So I always thought the game was like... The billionaire can buy Hermes. I know that. He can buy the store out. So why is he going to go there and waste his time for an appointment? Do you have an appointment? Do you have an essay? Do you have this? No. Fuck that. I can afford to spend $30,000. They don't like the prestige? What's the prestige? The prestige is they're not waiting on line. It's the ego now. My ego is letting me wait on line. I would never wait on line at any restaurant in New York anywhere. There's a line. I'm out. I'm paying money. I should wait? That's my mentality. If I'm paying money, I don't want to wait. If I'm waiting, I'm not spending the money. Okay, so if you want to play that game because you think you're getting a little bit of a discount, is there a way to play it, like going to a certain country, going to a certain city? Say France, I guess. I don't know. Is there an AP, Patek, or Rolex store that you can walk into in continental USA and go get a watch that you want to buy? No. Rolex is easier, but no. Patek, no way. Richard Mill, no way. Unless you're Nadal or Watson or whatever, but no way. Or Felipe Masa, but... So every single store, you're going to go in, you're going to waste money on something you don't want. Some people don't care. They want it. Let's say they like this Day-Date, which they don't care that they're ever going to sell. They like it. They like to buy it from Rolex. It's trustworthy. It's not fake. It's super clones. Some people will build a relationship that way. Then you have people who just want the Daytona, so they'll go pay $35,000 on the secondary market. Then you have people, real collectors. I saw a guy on the plane the other day who had every AP in the book that my dream is to have, but he bought stuff that That nobody would ever buy, but he likes it. So he doesn't care. He's like, you're going to lose money. I don't give a shit. I don't sell these watches. I love to wear them. So that's what, for them. That makes sense. That makes sense. If a guy wants to buy one Daytona and go buy a watch, play the whole game to lose money, end up breaking even. So what are you doing? In the long run, he might get a better watch. I understand. But to get one watch is not worth to play the game. If you're going to get 20 watches, play the game. And how much does somebody have to spend at some of these stores to actually get the watch they want? pans ap probably a million bucks to get anything like a million but the off catalog probably more yeah these guys I like an offshore no offshore you spend like 100 grand you'll get an offshore maybe you buy a code they'll give you an offshore is not even how I'll show you lose money by Roy loke it's different but a minute protect the same I don't know I don't ever played the game the back then they would sell it to me without even playing the game for 35 off but today Good for them. But we created that hype. The secondary market. They hate us, but we created that hype for them. They don't work with you. Never. We're banned from all those stores. We're banned from Turno, Mayors, all that. I don't care, but if I give my ideas, they get out. So when someone's shopping, they can go see you or they go on like Chrono24. There's a couple other ones. Shopping online for watches, smart, not smart, no issue. Expensive. Stay out. You're paying their fees and whatever. So when somebody goes to 47th Street, they're getting a deal compared to Corona 24. Probably 10% cheaper. Yeah. Yeah. When people like Corona 24, because they're a middleman, they can trust, they'd rather pay the extra three, four grand. But yeah, Corona 24 is probably 10% more. So the best spot, if you do actually want to buy watches from somebody you trust. Oh, I mean, yeah. Online, you can buy from Corona. Come to our store and you'll see. So going back to some wisdom, I think that I just want to understand the most important lessons that you learned growing up from your dad, from being religious. What were some of the most important, one of the most important ones that you carried over into your business? Always fear God and know he's watching and always conduct straight business. Don't steal. There's always enough money for everybody. Keep your word is the most important. If you say something, you're going to do it. You're going to do it. If not, you're going to lose respect. Tell a woman you're going to be home at 5 o'clock. You always told me, never tell a woman what time you're going to be home. We tell you home at 5 o'clock, it's 5.10, she's going to hold you accountable. She asks you when you come home, say, I don't know, I'll be there soon. If you give her the right time, because it's your word. Because as a man, you're the, you know. And when you lose the war, right, who do you blame, the soldiers or the general? The general. The men, you're the general. That's what he always taught me. No matter any argument with a woman, you're at fault. You're the general. She looks up to you. You're the leader of the house. Same thing in business. You're the boss. You're the general. Yeah, it doesn't matter if your employees screw up. They do. I know. But if they do, it's still on you. It happens sometimes. Yeah, it's still on you. It's a valuable lesson he taught me. I mean, this business taught me don't believe anything you see. Why is that? What do you mean? facade our business is all a show people think everybody's rich everybody's making money it's not true and it's not like people think oh we make $100,000 a day or something I wish I would have been retired by now it's a comfortable business that's it there's no future Unless you create an exit strategy, there's no future in it. It's a beautiful business, I'm not saying, but school is a better option for now. And then when you finish school and, you know. One thing school teaches you is, yeah, they teach you fear. They teach you to be in a system 9 to 5 and 401k, which we don't have. That's the negative of school. But then it teaches you stability, think right. When stuff happens, like in a, you know how to react in a professional way instead of acting in a. Yeah, but it's worked out. It worked out, yeah, okay, I got lucky. Now everybody gets lucky. You think you got lucky? Yeah, I got really lucky. More than once. You don't believe that you make your own luck? You do, on the good deeds you do. You're good to people. The world, the universe becomes good to you. It always happens. Karma. Why do you think you're lucky? I don't know. Because when I look at you, I don't see somebody who's lucky. Because you don't know my life. I should have been dead by now. My life, I should have been dead by now. You know how many things that you survived and you did not let derail you would have derailed most other people? Yeah, that I learned from my dad. My dad had cancer and never believed one second that he's going to die. I don't have nothing. The doc said, you got to, I'll die doing what I love, but I'm never going to derail. That much I learned from that man. That man is stubborn as a mule. He always taught us, like, there's no quit. There's no quit in this life. Like, you quit, like, you're going to have ups and downs. He told me life's a roller coaster. But you got to, you know, enjoy the downs as much as you enjoy the ups in life. Because you cannot go up unless you've been down before. That's what I believe in. Even if you're going to be up, right? You'll fall and you'll get back up. It's fun in life. I also think, yeah, if you, what did you say? You can't, you can't, if you haven't been at rock bottom. Never. Yeah. Rock bottom sucks. That rock bottom sucks. Now I look back at it, I'm like, oh, how much money I would have had if I... I would have. I would say if my mom had something else, it would have been my dad. That's not what God had plans for me to do. But it's how you survive all those, you know, micro failures across your life. And I say failures. It's failures. Lessons. Lessons, but failures. How you survive those. That is literally the definition of architecting your own luck. So, like, when I look at you, I see somebody who has all of these things that have not worked out, yet you've kept going in spite of all these things. Because eventually something's going to work out. Exactly. I mean, like, if you are not dead. You have a pulse. You still have an opportunity. You still have a chance. I always tell my employees also, you're healthy every single day. Don't think about this guy has this car and that one was how miserable is he's his brain. You're healthy every day, not in a hospital bed. You can walk up, you can wake up, walk outside. You have your freedom. It's worth every penny. Take all the wisdom. Well, actually, before we get there, where do you want to send people to connect with you and sort of see more of your content? Instagram is the best. Instagram, TikTok, YouTube, at thewatchingayayc, Snapchat, everywhere. Snapchat is my private life, a little bit of it, and everything else is like what I post every day. If you could take all the wisdom that you learned over your life, your business career, all the ups and downs, wins and losses, you could pass on one lesson to your kid, just one lesson. Everybody's the same. Somebody has more zeros in the bank account than you or not, but you got to treat everybody like the same, no matter who it is. Up, down, tomorrow, you never know who you're going to need, and you have to learn from everybody you meet in life. You have to learn something from them. You can't look at somebody lower than you because... He has less money. That's very important. Everybody is the same. We're all children of God, no matter what color, whatever skin, whatever it is, the way you look, the way you, whatever. We're all children of God and we're all, and then we'll have to answer to God, our Father. So yeah, and never judge. That's the only thing I can say. Everything else will come with experience.