Secret Watch Store
Overlooked watches from around the world
There are some models that are overlooked simply because of their rarity, and others lost to newer trends. This Longines suffers from both, but with the re-emergence of integrated watches and the Gerald Genta aesthetic - watches like these shine now brighter than ever. This is an absolute masterpiece. Near impossible to find and absolutely stunning. Titanium. Max wrist size 7.6mm.
This was the golden age of Seiko. Their most creative era, and an especially exceptional time for their dress watches. This model in particular is one of their greatest feats. A simple yet masterful design colored in a gorgeous patina. One of the best kept secrets in watches today. Would look more at home in a museum. 7mm max wrist size.
Classic and underrated vintage Dior watch. Hard to find watch with a very elegant dial and unique case.
New leather strap. Good working order. 30x19mm. Fits unisex or women's.
One of the most underrated Seiko’s you’ll come across. The sun and moonphase layout here is vanishingly rare. This perfectly executed dial holds its own with any from brands 100 times its price. The integrated bracelet a completely unique and harmonious design. At this price, this is as cool as a watch gets. 35mm. 7” max wrist size.
The stunning Technos Gemmy is one of the most underrated watches I've found. A big block of ceramic with a faceted crystal and automatic movement.
Very rare, this is the blue and green variant. Pictures and videos don't do justice - stunning and ethereal. This example is in near mint condition. In proper working order. With original strap. 39x37mm.
The stunning Technos Gemmy is one of the most underrated watches I've found. A big block of ceramic with a faceted crystal and automatic movement.
Very rare, this is the blue and green variant. Pictures and videos don't do justice - stunning and ethereal. This example is in near mint condition in proper working order. With original strap. 39x37mm.
Probably the most affordable best looking triple calendar you can buy, this vintage Citizen is surprisingly well proportioned, the dial design is truly exceptional and goes toe to toe with any Swiss brand. Another underrated gem.
A truly magical patina. From the golden age of Seiko dress watches, there simply aren’t many out there this beautiful. Looks like it belongs in a museum. Underrated = understatement. 6.5” max wrist size. Fits unisex. In proper working order.
The Baume & Mercier Riviera - especially the 90s era - is one of the most underrated and best kept secrets in watches today. Designed by Jean-Claude Gueit, arguably the most famous and talented designer next to Gerald Genta. Exceptional condition. 34mm. Sized for 7.5” wrist (extra links for any size).
The Gerald Genta Safari is exceptionally rare and of the most affordable Gerald Genta designs one can find. Underappreciated and in near mint condition. In good working order. 34mm.
Extremely rare Universal Geneve with original tag. Mint condition/no wear. Easily one of the greatest women's watch designs Universal ever did. Still a very underappreciated brand. In good working order.
Very underrated vintage Givenchy. Likely one of their best designs. Classic and timeless. Size is fairly unisex as it's not a very small watch, similar size as a classic Cartier tank. Original strap.
Beautiful integrated design vintage Seiko. The recently popular Gerald Genta aesthetic shines with this one. Absolutely timeless. Max wrist size 7.5”. In proper working order.
In terms of design, there are very few watch designers that rarely miss - Cartier is a great example. So many watch companies have released everything from far less than stellar to embarassing designs. Cleto Munari has the distinction of being a brand that rarely misses, as well as flying completely under the radar. A hidden gem.
Yves Saint Laurent is easily one of the best designers of watches in history. This bangle style in particular is especially unique and effortlessly cool. A very rare model, and an unquestionably hidden gem. 20mm (square watches wear a bit larger). Includes original box and manuals.
The Seiko Tisse is an underrated and incredibly cute classic. This one is in near mint condition. Max wrist size 6.25". In proper working order.
Stunning vintage Bulova in a rare gold finishing. Very good condition. New leather strap. In proper working order.
Extremely rare Universal Geneve. Near mint. Easily one of the greatest women's watch designs Universal ever did. Still a very underappreciated brand. In good working order.
Underrated and absolutely beautiful integrated bracelet Seiko from the 90s. Mint/Near Mint condition. Fits up to 6.25" wrist. Mechanical movement in proper working order.
One of the most underrated vintage Seiko’s in existence. A simple yet effortlessly unique and colorful dial which extends to the bracelet. What a rare and fun design from the best era of dress watch design from Seiko. Sized unisex.
Very hard to find absolutely stunning and unique vintage Universal Geneve. In good working order. 23mm. 6.5" max wrist size.
In my opinion this is the most beautiful digital watch ever made. Constructed in the golden age of digital watches, this model has a dial where the colors, layout and energy is simply unmatched. Having seen nearly all digital watches from the era, this one in particular is simply umatched. Rare original strap and in mint/near mint condition.
In the watch world, value is something that either looks arbitrary or mysterious to most. A watch can easily sell for 100 times the price of another watch that cost the same to produce.
Marketing and storytelling are the fundamental drivers of the value in watches, luxury items, and indeed is a large and fundamental part of life.
Secret Watch Store is dedicated to telling new stories by uncovering great designs of the past. Watches that deserve more acclaim but have simply vanished into rarity or obscurity. Superior designs and at a fraction of the cost of products that rely on advertising to sell to us. I find the value, designs and secrets here to be tremendous.